Corporate blogging:a new marketing communication tool for companies

A corporate weblog is published and used by an organization to reach its organizational goals.Nowadays, Many companies have incorporated blogs into their websites. Blogs can be categorized as either external or internal.

Internal
Any employee can view this weblog through many corporation's Intranet generally accessed through the corporation's Intranet. Many blogs are also communal, allowing anyone to post to them.

External

A public space where company employees, teams, or spokespersons share their views to to explain and clarify policies, react on public criticism, announce new products and services and as a a window to the company culture.

Let us look at a company, which is Mobile88.com. Corporate blogging is a tool for marketing communication tool in the sense that it use blogs to sell their products and promote their companies. For instance, the main purpose of Mobile88.com is to provide a platform to enthusiastic members who are keen to share information as well as opinions on the mobile industry, devices and technology. Besides,it also helps build the brand.

Blogging provides a platform for businesses to interact with potential customers as well as a way for companies to build their brand through knowledge sharing. For example, many photographers across the country have started blogs in an effort to keep in contact with their current clients, offering them “sneak peaks” of their session images, and also attracting new potential clients.

PROS:

• Posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads

• It also helps you get beyond the typical sleek front and go to the back and know what this company stands for 'Blogging supplements a voice.


• It’s also interesting because it’s a voice that is anti-establishment, it also generates a lot of interest in your beliefs. People now are very focused on your beliefs rather than corporate vision. This helps to attract like-minded clients and staff. For example. Foto-ZZoom’s blog is used solely to provide information on the company’s latest cameras as well as photography tips.


• The company also uses its blog to better handle queries from potential customers. Customers can also ask questions in the comments area.

CONS:

• There is a risk that an ill-judged comment could be seized upon by the media or disgruntled investors.


• Blogs make many organizations look like disorganizations, with multiple tones and opinions.


• It can be tricky to drag public comment out of a company without first routing through the sanitizing filter of a press office.

References;

1. http://en.wikipedia.org/wiki/Weblog

2. http://www.kommunikationsforum.dk/default.asp?id=2&mode=kronologisk

3. http://www.ximnet.com.my/thelab/articles/default.asp
4. http://www.punchaboveyourweight.com/index.htm