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Blogs: new communication tendency in the world of organizations

Denize Piccolotto de Carvalho1 Jonária França da Silva2 Mayara Guimarães3 Raul de Souza Nogueira Filho4 Laurianne Franco5 Francisco Ricardo Lima Caetano6
ABSTRACT An approximation to the target public is one of the purposes of each company. Be it public or private, the interaction, exchange of information, the feedback concerned to the product offered is one of the ways that an organization has to know what the 'customer' think about it. With the Internet, that change took new directions. The 'old' model of communication is being retired. Facing this, organizations migrate to the network, and discover a new tool to interact with the public, as blogs, a growing fever among companies, a tool with a need of exploring the potential for maturing and acquiring the effectiveness of such tool. In this paper, we describe an overview about this tool called Web 2.0, which starts to be used by the corporative world. Key words: Corporative Blogs; technology of information and communication; Companies

INTRODUCTION The large amount of digital technologies in the world of communication increases the interactivity of the system of collectivized knowledge and direct relationships between senders and receivers. Analyzing the studies concerned to the Blogosphere, that is, everything that circulates in the world of blogs, it appears that their number is doubling every six months and a half. The new tool has expanded the need for people to share their "day old" that evolved into the electronic format. This reflects the field of communication. Therefore, the diffusion of digital technologies and, consequently, the convergence of the areas of communication, computing and telecommunications is transforming the life of the world society. The technological revolution, as mentioned by Erbolato (2001),
¹ Professora Doutora da Universidade Federal do Amazonas do PPGCOM, integrante do Grupo de Pesquisas Interface, doutorada pela Universitat de les Illes Balears – Espanha ² Aluna especial do Programa de Pós-Graduação em Ciência da Comunicação da Universidade Federal do Amazonas – UFAM, integrante do Grupo de Pesquisas Interface.. 3 Aluna do Programa de Pós-Graduação em Ciência da Comunicação da Universidade Federal do Amazonas – UFAM, integrante do Grupo de Pesquisas Interface.. 4 Aluno do Programa de Pós-Graduação em Ciência da Comunicação da Universidade Federal do Amazonas – UFAM, integrante do Grupo de Pesquisas Interface.. 5 Aluna da Graduação em Ciência da Comunicação da Universidade Federal do Amazonas – UFAM, integrante do Grupo de Pesquisas Interface.. 6 Aluno da Graduação em Artes da Universidade Federal do Amazonas – UFAM, integrante do Grupo de Pesquisas Interface..

brought profound changes in communication. The book and newspaper, which were traditional, received the impact of cinema, then radio and television. Nowadays, with the spread of the Internet, which started to gain popularity in Brazil in the 90s, who goes through transformations are companies from various areas of economic activity. After 'dive' on the World through their websites, they began to envision the positive and negative impacts of communication tools available, mainly due to the explosion of social networks like Orkut, Hi5, Netlog, Gazzag, Octop, Facebook, Sonico, Twitter, among many other more ephemeral life and few widespread among Internet users. In Brazil, among the best known is Orkut, used by many companies as a community targeted to the public interest. However, a new wave of so-called Web 2.0 starts to seduce the eyes of the corporative world: the blogs. In general, they can be characterized as a new form of communication, allowing the exposition of ideas and thoughts to be shared with the network society. This tool has brought benefits that can be exploited by companies. One is the exchange of information between the client organization, client-organization. On the other hand, when misused, the damage may be more evident than the benefits offered by web, through this free tool, as we observed in this article. Furthermore, it is important to emphasize Moherdaui (2007), who quotes this tool to be effective in some ways and dangerous if used by untrained and unethical people. . Thus, it is necessary that the organization is concerned about the level of information to be posted on its blog, and if the person responsible for the page is really prepared to exercise this function, instead of being seen, will be repudiated by the public.

BLOGS: A PARADIGM BREAK IN ORGANIZATIONS Approaching the target audience is one of the goals of any company. Whether public or private, the interaction, information exchange or return on the product being offered is one of the ways that the organization has to know what the 'customer' think about it. Currently, the use of blogging as a tool has become increasingly common among companies, especially among small and middle companies that the majority, have institutional sites available for the public to know their history, vision, mission, products available, among others. Some companies still refuse to break the paradigm, however, the use of blogs by companies in Brazil has followed the global trend. Last year, according to Linhares (2008), Brazil had 269 corporative blogs, of which 179 were small businesses, 57 were large corporations and 33 divided among institutions of education and others. Other research cited by the Blog Corporativo reveals that in July of 2006 the total number

of corporative blogs in Brazil (wiki - a set of linked pages, which can be edited by anyone on the Internet) was only three. The following year, precisely in September, rose to 62, a growth of almost 2000%. Throughout the world, as Moherdaui (2007), the number of blogs are more than 50 million.
It is estimated that there are more than 50 million blogs around the world, according to the U.S. company that monitors blogs, Technorati ( A blog is created every second and approximately 1.2 million new items are posted every day (MOHERDAUI, 2007, p.181).

Blogs allow the use of various communicative genres within the same web tool. In this case, companies can include corporate videos, radio messages, informational text and images. In some cases, without cost, for example, of maintenance of web page, as occurs with traditional websites. Blogs are a new medium that has come to cover some functions better than other traditional media, which in turn provides new features that did not exist before:

Their appearance is due to the simultaneous confluence of a number of factors that multiplied their relevance and allowed them to grow at an accelerated pace. This caused an explosion in the market, which is generating a potential market that is increasingly important for products and solutions that did not exist and that traditional businesses are struggling to meet. (ORDUÑA et al, 2007, p.101).

Because they are available for free on the web, blogs, first used exclusively as personal pages, they have another feature in the corporate world, aiming to attract and know their public. To this end, they take advantage of the service's worldwide network of communication to promote the blogosphere out. Within organizational settings, Recruero (2003) suggests a classification for blogs from an empirical study: a) E-Journal – it is the author`s channel of expression; it brings thoughts and events of author`s personal life. b) Electronic Publications – it is a blog where can be post informations, such as news, tips and comments on specific issues, based on the plot of the blog. c) Publications Mixed – it is a mixing of personal postings about the life of the author and posts of informative and opinionative subjects which the author chose.

This classification is incomplete, since the corporate blogs have gained space on the network nowadays, and became great allies of the organizations online. An implementation should be inserted into the company's strategic plan, involving all its employees directly and shall be accompanied by a professional public relations in order to keep the discourse of the texts published in line with their goals, especially when the blog is disclosed to the external audience.

RESHAPING STRATEGIES In contemporary society, we have a mutual relationship between communication, technology and market. First, we can find technology and the market as crucial pillars for the establishment of media processes. On the other hand, communication is so relevant as a structuring element of society as a whole. This fact is due to the importance given to 'new media' as support for distribution of goods and services of a "network society". Thus, organizations see the need to be inserted in the Blogosphere. Blogs offer many positive points such as the proximity to the public because, with the use of less formal language used in the institutional websites, customers feel closer to the organization. There are rooms for reviews, compliments, suggestions and criticisms. And yet, the monitoring of customer preferences is carried out more effectively. However, it can not be seen as a substitute for other tools already in use, such as email, instant messaging, voice messaging service, customer service (SAC), but as a complementary mechanism. The full-time presence is one of the best advantages of the Internet because: In addition to the institutional websites, companies that use blogs are even more competitive, as they bring a competitiveness with no restrictions on the organization and provide a customer interaction making faster negotiations. So, one can say that the greatest contribution of information and communication technology (ICT) is that, with them, the barriers of space and time are definitely broken. This enables long-distance communication in real time with many net users geographically dispersed, provides technical infrastructure for communication, access to networked information and extends the foundation of communication between everyone. Than, companies which joined the web as a tool of communication amplify their possibilities of opportunities to become known and improve their marketing, communicative strategies and a feedback provided by internal or external public. The public who adopted the blogs as a tool has the chance to interact with the world, through 1.5 billion of computers. According to Rydlewski, in Veja magazine, on August

12, 2009, this would be the current number of computers connected to the world with the most different purposes. As Rydlewski, the question now is that a global network, which brings together computers of all types and sizes, cell phones and even some televisions and refrigerators, will be in ten years 7 trillion of connected computers. Within this logic communicational expansion of existing businesses that use the blog as a tool to sell their products directly, others, however, take advantage of the space only to disclose them. Some have even spread your name in blogs of others, but what we're dealing with right now is the blogosphere as an opportunity of communication in the world of public or private organizations. This is not trade in any of the goods, but the effectiveness of this tool can contribute to the development and growth of enterprises through the interaction communication. As suggested by Dizard (2000, p. 32),
The transition is largely in the hands of a new generation of executives. The future of their companies depends on the ability to develop successful strategies for the exploitation of network resources.

Thus, it can be said that blogs, if used properly, are effective tools for successful communication companies or organizations, as they offer many advantages that go beyond cost-free services available on the web. Because of the informal language, the blog brings the public and allows for greater intimacy between enterprise customers, who can use the space available for reviews, compliments, suggestions and criticisms as a mechanism of interaction. It is the exchange of traditional paper and pen as a means of communication with senior leadership and by posting comments on the pages of blogs. Soon, the company can track customer preferences and better target of their audience. Therefore, the blogs help organizations better target their interests, services and products and also expand the dissemination of their actions.

COMPANIES IN THE BLOGOSPHERE: GREATER COMPETITIVENESS IN THE MARKET PLACE We can see that, as almost all communication resources available on the web, blogging is still an unknown area for many companies. This makes their use a 'taboo' that can and should be broken within organizations. As the author of Blog Corporativo, Fabio Cipriani, told the Gazeta Mercantil, the largest

barrier is the lack of information on the benefits of these tools and knowledge about what happens within these virtual communities. Companies entering the blogosphere only by the influence of the media and do not worry about the functioning of the blog as a tool can make unnecessary failures. In this case, it is important that the organization provides people directly linked to the new communication tool, with knowledge about the features of blogs and who likes to be blogged on the effectiveness of company-customer communications, public-company. An instance of this is the companies/organizations - the National Council of Rubber Tappers (CNS), the Amazon Working Group (GTA), Foundation of Technology Applications Reviews (Atech) and Environmental Services Association (ASA) - a consortium that revolves around the Project Workforce Waters, in Manaus, whose sponsorship is done by Petrobras Environmental Program. These organizations are engaged in this new world of communication available on the web. In addition, the project have a community on Orkut, a blog ( to disclose specific actions and welcome the views of the public on environmental issues. The page is supplied almost daily with information about the project or environmental issues. Other companies like Tecnisa - which is considered the first in its area of actuation in Brazil to adopt a corporative blog - Claro, Petrobras, the Brazilian Agricultural Research Corporation (Embrapa) and Google are examples of organizations that realized the potential of the blogosphere for their business. On the other hand, there are companies, as “O Boticário” which has not adopted to this tool, however, make use of it to know what the public is talking of the brand in the virtual world. According to the relationship manager with the company's customers, Sérgio Augusto Rolim Valeixo, in an interview on Portal INFO, Boticario’s blog has not, however, believes in the power of the tool. To do so, maintains a system that systematically tracks what's being said about their business. This initiative fits in Orduña Octavio lists as a recommendation for the proper use of blogs. According to him, before thinking about having a corporative blog, it is important to stop and reflect on the amount of information that can be obtained by reading blogs. It is not about reading all the blogs found on the net, but, to use specialized search services to track the blogosphere looking for relevant information to the company. CONCLUSION With the options available in the communication network, it is necessary that business organizations take the initiative to create spaces on the Internet capable of seducing the public.

Whether it's loyal customer or potential, when accessing data about the company available on the net, its products or the actions it performs and also as ‘advantage’, the client could have the direct return from the company, with all attention, the 'guest' of a web page arouse his interest in learning or using the services or products that the company has. In this case, the blog tool gained prominence because it is easy to use and provide mechanisms for public-company interaction, such as spaces for comments. However, many companies have not discovered the potentiality of the blog as a tool - as well as those who have not discovered the effectiveness of this tool - know its functionality to better benefit by communicating via the web. Another positive aspect of the blog as an effective tool for communication of the organizations with the public in the internal or external 'network of networks' is that the service is available for free. With this, the company invests only in the professionals who will directly update the blog. Remember that it is still important to know what people think about the organization. In this case, the discovery is made through search engines. So before all that, it can be said that within a short period of time the blogs, which are already used frequently by journalists and many professionals are increasingly being used and played in the corporate world as a mechanism to involve the public and attract it, disclosing its name, products and services. REFERENCES CHAGAS, J. Blogs e a nova narrativa biográfica. Florianópolis: UFSC. CIPRIANI, F. (2006). Blog corporativo. São Paulo: Novatec. ________. (2008). Blog corporativo. 2. ed. ver. e amp. São Paulo: Novatec. ________. (2008). Crescimento da blogosfera corporativa brasileira. Blog do livro Blog Corporativo. Disponível em: Acessado em 19 de agosto de 2009. ERBOLATO, M. L. (2001). Técnicas de Codificação em Jornalismo: Redação, captação e edição no jornal diário. 5. ed. São Paulo: Ática, FELICE, M. di (org). (2008). Do público para as redes: a comunicação digital e as novas formas de participação social. São Caetano do Sul: Difusão. HEWIT, H. (2007). Blog: entenda a revolução que vai mudar seu mundo. Rio de Janeiro: Editora Thomas Nelson. LEMOS, A.; NOVAS, L. (2005). Cibercultura e tsunamis: tecnologia de comunicação móvel, blogs e mobilização social. Porto Alegre: Revista Famecos. LINHARES, R. Cresce o uso de Blog no cenário corporativo. Jornal Gazeta Mercantil.

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