A corporate blog is a blog published by or with the support of an organization to reach that organization’s goals. In external communications, the potential benefits include strengthened relationships with important target groups and the positioning of the publishing organization (or individuals within it) as industry experts. Internally blogs are generally referred to as tools forcollaboration and knowledge management.Before we understand corporate blogging as an marketing communication tool, we need to know what is the nature of blogs. Blogs are not objective, they might give biased information. People who are writing blog with their perception, value or interest. From the equation, you just cant remove their personality. Blog is not a corporate communication department, you may realise there are pointless in thier blogs. Different bloggers have different voices. You might find out everyday voice; natural, direct and informal, maybe even funny or irritating. Blogging shouldn’t becompared to journalism, but you’ll find a similarity between Personality/Voice. Furthermore, you are not alone out there. There is always some blogs sharing your interests. You might be a part of conversation by linking to those blogs from posts of your own, starting their opinions. publishing useful information or thoughts. Haha, it is not neccessary try to converse, but the most blogger would argue that this is an important part of blogging.
From a business perspective there are several potential reasons to blog. But, as always, it depends on what you want. There are some reasons of corporate blogging. Become the Expert. Position yourself and your company as the thought leader of your business. Customer Relationships. In your forum, your main objective is not to sell something but you will have more personal relationships between you and your customer. You may join the customer discussions, provide tips and insight or receive feedback. Media Relations. It is every PR consultant's dream to create a channel where media regularly check what you have to say, instead of media just being passive. Knowledge Management. Blogs works in two ways. First of all, there are an easy way for the readers to find information and resources they want or need. That is obvious and could be used internally in many organizations. Second, blogs are a kind of "university light" forthe blogger. Blogging is on-the-job learning.
You may want to see what others are doing?
European Corporate Blogs http://www.corporateblogging.info/europe/
Business Blog Consulting http://www.businessblogconsulting.com/
If you are free, you may read those blogs below:
Dana's bloghttp://www.danavan.net/weblog/
Micro Persuasionhttp://www.micropersuasion.com/
Corporate Engagementhttp://trevorcook.typepad.com/weblog/
Scobleizerhttp://radio.weblogs.com/0001011/
Contentioushttp://blog.contentious.com/
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