In this post I will be discussing the thought of corporate blogs, and methods for success as well as some examples which I’ve encountered. Let me start of by saying that business and corporations have been around for many years and require the need to communicate with their employee’s in order to communicate information to them; as time has passed so has the methods for communication, this is directly related to technological advancements. Therefore in this day and age corporations turn to blogs, micro blogs, wiki’s and various other types of web 2.0 tools like Facebook and Twitter.
After researching various organizations’ corporate blogs I’ve discovered that there are a number of similar advantages which organizations try to gain by using corporate blogging, here are the 5 main points:
- Organizations can build relationships with its customers and promote its products at the same time
- Promote communities and allows for business to reach their customers more easily, allows for stronger relationships and brand loyalty with its customers.
- Gives employees a chance to demonstrate their expertise on a particular topic, become an excellent way of sharing knowledge, showcasing the organization as having talent and expertise.
- Allows for a positive way to get feedback, and greater understanding towards customer needs, by receiving comments, complaints etc…
- Cost effective and useful compared to other more resource expensive communication methods.
Corporate blogs such as Nokia’s blog “Nokia Conversations” allows users comment on issues and get answers to their questions from experts within Nokia or other users. This blogs informs users of new upcoming technology, news, technical issues, software updates, prices, phone specifications and details as well as future project, videos and podcasts. They also use micro-blogging tools such as Facebook, Twitter, Youtube, RSS feeds, email/newsletters and podcasts, to make announcements or provide news to people, as well as having bookmarks in Delicious and Digg. Nokia is at the forefront of blogging success as they use all mediums of social media technologies and enterprise 2.0
Even for a company like Nokia there can be disadvantages or pitfalls to blogging some of the key issues which companies face on their blogs are:
- People may be talking out of the topic or may use the blogs to write negatively about the company which can lead to bad publicity.
- If blogs failed to comply with the applicable local, nations and foreign requirements for doing business, can lead to liabilities and legal issues.
- The expressions of ideas can be limited due to lack of interest or inability to display their views in a compelling manner.
- Writing coherently is very time-consuming, many blogs are not updated and this affects the reputation of the organization.
- When the blog is voiced singularly the organization can be viewed as an anonymous corporate identity.
I believe that blogs are a great way for businesses to keep engaging both internal and external users, as well as provide a medium which is more accessible than perhaps email or messages to each individual, regarding events, news or updates. The main thing to remember is that blogs must be well maintained, have a solid structure and has a specific purpose it must have a reason for existence, but this must be carefully done as blogs can have negative impacts due things like bad publicity or if a blog is out-dated or not maintained it can decrease the loyalty towards that organization therefore they must be maintained carefully. Blog usage has been on a steady increase over the years and in future I believe that blogs will be a integrated part of businesses as well as communities much like emails, phone calls and faxes.
If there are any other points of success or similar examples of corporate blogs anyone is wanting to share just post a link in the comment i’ll get back to you. “Stay tuned and keep hope alive you are somebody”