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A corporate weblog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. Corporate Blogging and Marketing Blogs are fast becoming a powerful way to draw traffic and convince your audience that you have the strongest ideas and products in your marketplace.
Internal External .
allowing anyone to post to them. An internal blog. generally accessed through the corporation's Intranet. Many blogs are also communal. is a weblog that any employee can view. The informal nature of blogs may encourage: ¾ employee participation ¾ free discussion of issues ¾ collective intelligence ¾ direct communication between various layers of an organization ¾ a sense of community .
Internal blogs may be used in lieu of meetings and e-mail discussions. Blogs may also allow individuals who otherwise would not have been aware of or invited to participate in a discussion to contribute their expertise. . and can be especially useful when the people involved are in different locations. or have conflicting schedules.
though a corporate blog often tries to accomplish similar goals as press releases do. An external blog is a publicly available weblog where company employees. or to react on public criticism on certain issues. . or spokespersons share their views. It is often used to announce new products and services (or the end of old products). teams. It also allows a window to the company culture and is often treated more informally than traditional press releases. to explain and clarify policies.
they remain public relations tools. . Some corporate blogs. The official Google Blog is currently in the Technorati top 50 listing among all blogs worldwide. but not all. Corporate blogs may be written primarily for consumers (Business-to-consumer) or primarily for other businesses (B2B). though they can also offer a more honest and direct view than traditional communication channels. Nevertheless. are biased. by their very nature. External corporate blogs. allow comments to be made to the posts.
and the number of times a post is shared in other social media are indicators of a blog's popularity. . may have a very limited number of subscribers. While business blogs targeted to consumer readers may have a high number of subscribers. and sharing via social media. corporate blogs targeted to other businesses. comments. links. especially those in niche industries.The number of subscribers. blog comments. and other measures of engagement. comments. and reach. potential influence. links to blog posts.
The business blog can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. Business blogs can interact with a target market on a more personal level while building link credibility that can ultimately be tied back to the corporate site. The informality and increased timeliness of information posted to blogs assists with increasing transparency and accessibility in the corporate image. .
More than 12% of the Fortune 500 companies blog externally. .
according to some statistics. It leverages the blogosphere and search engine technologies to improve your company·s findability on the Internet. Provides your employees. clients. and prospects with a human face to your company. . In fact. 87% of some visits to company websites make it there through blogs. Improves the visibility of the company.Provides the company and their employees exposure as thought leaders in their industry.
Identify the best person to write your blog. Optimize your blog content for search engines. . Develop a content strategy.Familiarize yourself with blogging and consumer-generated media Determine whether a blog is right for your company. Choose an appropriate publishing platform.
. Monitor the blogosphere for relevant news and ideas. Set a blogging policy and blogging guidelines.Initiate an honest conversation with your audience. and include relevant links to increase readership. Write often. stay focused.
has done particularly well in this aspect. the Digital Team blogs consistently and maintains presence through various social spaces. Instead of simply stating what they·re capable of. Edelman Digital. The blog contains insights and opinions regarding the digital horizon . the digital arm of Edelman. communicating their strengths more through actions than words.
I·m pretty sure the blog is well received among the entire Marriott staff. thoughts and whereabouts. . The blog contains content on his current focus. CEO of Marriott International. has used a blog to his advantage. Bill Marriott.
If the blog is written passionately it will be able to reach out to more people ² it acts as a valuable ad campaign of the company in a soft manner. It is considered to be one of the easiest ways to engage customers and explain to them everything which would not have been possible behind closed doors. Corporate blogs can be extremely beneficial if they are done in the right way. . talk about its future plans along with current market trends and situations. This is a very casual environment where a company gets a chance to interact with its customers. These blogs are one of the rare ways by which a company can maintain its transparency.
that the management is taking into account the general interest of all employees and customers before arriving at any decision. the company can assure everyone. Blogs are loved by search engines since they have lots of content that gets updated everyday. This means more traffic to the website. . blogs are best ways to get the website optimized and get more traffic than otherwise possible. leading to more chances of sales. the blog works best to get you those reference links. This way. Links are also an important part of blogs and if you wish to get some good links. So. Corporate blogs are the sources of instant feedbacks and suggestions for the company.
and the competitive edge . . In a survey by Proofpoint.and thus the safety of everyone's jobs . Sharing it all on a weblog. with competitors or (worse) an office rival is not really wise. Even if senior managers trust staff not to give away the company's commercial secrets .is the thickness of a single good idea.and many don't . There have been dozens of cases of workers warned or fired because of something they wrote on a blog.there are still enough worries about libel and (for publicly listed companies) stock market disclosure rules to have the legal department waking in sweats for months to come. It can be tricky to drag public comment out of a company without first routing through the sanitizing filter of a press office. There is a risk that an ill-judged comment could be seized upon by the media or disgruntled investors. There are plenty of areas of business where people are judged on their knowledge. over 57 percent of executives at 332 large companies said they were concerned about blogs as a source of trouble for their companies.
as you get drowned in trivia. . with multiple tones and opinions. Thus. they reveal incompetence on he part of the writer. the average customer prefers it if the organization they are about to purchase from is at least somewhat coherent. Contrary to what some might think. Blogs make many organizations look like disorganizations. and the people who have most to say don·t have enough time to write it. The best non-corporate blogs are spontaneous and genuine. blogs are easy to start and hard to maintain. Writing coherently is one of the most difficult and timeconsuming tasks for a human being to undertake.or perhaps worse. Poorly written corporate blogs can look fake -. the real expertise within the organization lays hidden. The people who have most time to write have least to say. Like practically everything else on the Web.
Rakshika Nagarkar Sushant Jangale Sunil Sonigara Priya Lakhe Amey Pawar Mithilesh Baboo Pratik Biyani .
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