Corporate blog

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Corporate blog is a blog that is published and used by an organization, corporation, etc. 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. Although there are many different types of corporate blogs, most can be categorized as either external or internal.

Contents

Types

Internal blogs

An internal blog, generally accessed through the corporation's Intranet, is a weblog that any employee can view. Many blogs are also communal, allowing anyone to post to them. The informal nature of blogs may encourage:

Internal blogs may be used in lieu of meetings and e-mail discussions, and can be especially useful when the people involved are in different locations, or have conflicting schedules. Blogs may also allow individuals who otherwise would not have been aware of or invited to participate in a discussion to contribute their expertise. [1]

External blogs

An external blog is a publicly available weblog where company employees, teams, or spokespersons share their views. It is often used to announce new products and services (or the end of old products), to explain and clarify policies, or to react to public criticism on certain issues. It also allows a window to the company culture and is often treated more informally than traditional press releases, though a corporate blog often tries to accomplish similar goals as press releases do. In some corporate blogs, all posts go through a review before they are posted. Some corporate blogs, but not all, allow comments to be made to the posts. According to Hoffman Agency, corporate blogs should not be ‘about me’, but should be a platform to show thought leadership and communicate views on industry issues. [2] [3]

External corporate blogs, by their very nature, are biased, though they can also offer a more honest and direct view than traditional communication channels. Nevertheless, they remain public relations tools.

Corporate blogs may be written primarily for consumers (business-to-consumer) or primarily for other businesses (B2B). Certain corporate blogs have a very high number of subscribers. The official Google Blog is currently in the Technorati top 50 listing among all blogs worldwide. The number of subscribers, blog comments, links to blog posts, and the number of times a post is shared in other social media are indicators of a blog's popularity, potential influence, and reach. While business blogs targeted to consumer readers may have a high number of subscribers, comments, and other measures of engagement; corporate blogs targeted to other businesses, especially those in niche industries, may have a very limited number of subscribers, comments, links, and sharing via social media. Accordingly, other metrics are often evaluated to determine the success and effectiveness of B2B blogs. [4]

Marketers might expect to have product evangelists or influencers among the audience of an external blog. Once they find them, they may treat them like VIPs, asking them for feedback on exclusive previews, product testing, marketing plans, customer services audits, etc.

The business blog can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. The informality and increased timeliness of information posted to the blog assists with increasing transparency and accessibility in the corporate image. 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.

Related Research Articles

<span class="mw-page-title-main">Blog</span> Discussion or informational site published on the internet

A blog is an informational website consisting of discrete, often informal diary-style text entries (posts). Posts are typically displayed in reverse chronological order so that the most recent post appears first, at the top of the web page. Until 2009, blogs were often the work of a single individual, occasionally of a small group, and often covered a single subject or topic. In the 2010s, "multi-author blogs" (MABs) emerged, featuring the writing of multiple authors and sometimes professionally edited. MABs from newspapers, other media outlets, universities, think tanks, advocacy groups, and similar institutions account for an increasing quantity of blog traffic. The rise of Twitter and other "microblogging" systems helps integrate MABs and single-author blogs into the news media. Blog can also be used as a verb, meaning to maintain or add content to a blog.

A web portal is a specially designed website that brings information from diverse sources, like emails, online forums and search engines, together in a uniform way. Usually, each information source gets its dedicated area on the page for displaying information ; often, the user can configure which ones to display. Variants of portals include mashups and intranet dashboards for executives and managers. The extent to which content is displayed in a "uniform way" may depend on the intended user and the intended purpose, as well as the diversity of the content. Very often design emphasis is on a certain "metaphor" for configuring and customizing the presentation of the content and the chosen implementation framework or code libraries. In addition, the role of the user in an organization may determine which content can be added to the portal or deleted from the portal configuration.

<span class="mw-page-title-main">Marketing</span> Study and process of exploring, creating, and delivering value to customers

Marketing is the process of identifying customers and "creating, communicating, delivering, and exchanging" goods and services for the satisfaction and retention of those customers. It is one of the primary components of business management and commerce.

Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner. The quality of the research produced is heavily dependent on the skills of the researcher and is influenced by researcher bias.

Spam in blogs is a form of spamdexing which utilizes internet sites which allow content to be publicly posted, in order to artificially inflate their website ranking by linking back to their web pages. Backlink helps search algorithms determine the popularity of a web page, which plays a major role for search engines like Google and Microsoft Bing to decide a web page ranking on a certain search query. This helps the spammer's website to list ahead of other sites for certain searches, which helps them to increase the number of visitors to their website.

A permalink or permanent link is a URL that is intended to remain unchanged for many years into the future, yielding a hyperlink that is less susceptible to link rot. Permalinks are often rendered simply, that is, as clean URLs, to be easier to type and remember. Most modern blogging and content-syndication software systems support such links. Sometimes URL shortening is used to create them.

<span class="mw-page-title-main">Business-to-business</span> Commercial transaction between businesses

Business-to-business is a situation where one business makes a commercial transaction with another. This typically occurs when:

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nofollow is a setting on a web page hyperlink that directs search engines not to use the link for page ranking calculations. It is specified in the page as a type of link relation; that is: <a rel="nofollow" ...>. Because search engines often calculate a site's importance according to the number of hyperlinks from other sites, the nofollow setting allows website authors to indicate that the presence of a link is not an endorsement of the target site's importance.

Business marketing is a marketing practice of individuals or organizations. It allows them to sell products or services to other companies or organizations that resell them, use them in their products or services, or use them to support their works. It is a way to promote business and improve profit too.

Corporate communication(s) is a set of activities involved in managing and orchestrating all internal and external communications aimed at creating a favourable point of view among stakeholders on which the company depends. It is the messages issued by a corporate organization, body or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its stakeholders, to transmit coherence, credibility and ethics.

Traction TeamPage is a proprietary enterprise 2.0 social software product developed by Traction Software Inc. of Providence, Rhode Island.

<span class="mw-page-title-main">Digital journalism</span> Editorial content published via the Internet

Digital journalism, also known as netizen journalism or online journalism, is a contemporary form of journalism where editorial content is distributed via the Internet, as opposed to publishing via print or broadcast. What constitutes digital journalism is debated by scholars; however, the primary product of journalism, which is news and features on current affairs, is presented solely or in combination as text, audio, video, or some interactive forms like storytelling stories or newsgames, and disseminated through digital media technology.

<span class="mw-page-title-main">Content marketing</span> Form of marketing focused on creating content for a targeted audience online

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content as well as helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future.

While the term "blog" was not coined until the late 1990s, the history of blogging starts with several digital precursors to it. Before "blogging" became popular, digital communities took many forms, including Usenet, commercial online services such as GEnie, BiX and the early CompuServe, e-mail lists and Bulletin Board Systems (BBS). In the 1990s, Internet forum software, such as WebEx, created running conversations with "threads". Threads are topical connections between messages on a metaphorical "corkboard". Some have likened blogging to the Mass-Observation project of the mid-20th century.

<span class="mw-page-title-main">Corporate social media</span>

Corporate social media is the use of social media platforms, social media communications and social media marketing techniques by and within corporations, ranging from small businesses and tiny entrepreneurial startups to mid-size businesses and huge multinational firms. Within the definition of social media, there are different ways corporations utilize it. Although there is no systematic way in which social media applications can be categorized, there are various methods and approaches to having a strong social media presence.

Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, and development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

Health blogs are niche blogs that cover health topics, events and/or related content of the health industry and the general community.

There are many types of e-commerce models', based on market segmentation, that can be used to conducted business online. The 6 types of business models that can be used in e-commerce include: Business-to-Consumer (B2C), Consumer-to-Business (C2B), Business-to-Business (B2B), Consumer-to-Consumer (C2C), Business-to-Administration (B2A), and Consumer-to-Administration

Social media use by businesses includes a range of applications. Although social media accessed via desktop computers offer a variety of opportunities for companies in a wide range of business sectors, mobile social media, which users can access when they are "on the go" via tablet computers or smartphones, benefit companies because of the location- and time-sensitive awareness of their users. Mobile social media tools can be used for marketing research, communication, sales promotions/discounts, informal employee learning/organizational development, relationship development/loyalty programs, and e-commerce.

References

  1. ↑ Fernández Dutto, C. (September 19th, 2005)Internal blogs: How to design powerful conversations that open possibilities for action and collaboration within blogs Archived 2006-07-08 at the Wayback Machine
  2. ↑ Vivian Wagner, E-Commerce Times. "The Rise of Corporate Blogging." Aug 3, 2012. Retrieved Jan 10, 2013.
  3. ↑ Roger Yu, USA TODAY. "More companies quit blogging, go with Facebook instead." Apr 20, 2012. Retrieved Jan 10, 2013.
  4. ↑ De Young, G. (April 20th, 2010) Meaningful Metrics for B2B Blogging.
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