Corporate Blogging: A new marketing communication tool for companies

A corporate blog is a blog published and used by an organization for its organization goals. Corporate blog is a good way for the organization to communicate with consumers and let the users express their comments through the blog. It is a way for the organization to promote and advertise its products and services. Other than that, it is easy to follow due to their centralized hosting and easy to understand because of their conversational style.

There are basically two main types of corporate blogs which are internal and external blogs:
- An internal blog is usually accessed through the organization intranet and is used for direct communication of the layers in an organization. It can replace meetings especially for people located in different places.
- An external blog is used to announce new products, services and policies of the organization. It acts like a less formal version of press releases.


Corporate blogs can bring much benefits for the organization. It is easier for the organization to promote its products and services to wider reach of audience. It saves advertising costs. With such technology, it is easier to communicate with consumers and obtain feedbacks immediately to improve the services and maximize the needs of the consumers. It also can enhance relationships with suppliers, partners and employees because they can express their comments through the blog.

But corporate blogs also have its problems. Sometimes, workers dare not express their comments and views because they are afraid of getting fired for what they say which may or may not be the truth. Besides that, blogs are easy to start but hard to maintain because writing consistently is difficult for most human beings. As a result, many corporate blogs are not updated and often it could damage the reputation of the organization.

References:
http://www.enterpriseblogs.info/corporate-blogging/disadvantages

http://www.iacis.org/iis/2006_iis/PDFs/Wood_Behling_Haugen.pdf

http://internet.suite101.com/article.cfm/all_about_corporate_blogging