Corporate Blogging: A new marketing communication tool for companies

Corporate weblog is published and used by an organization to achieve its organizational goals. Corporations are looking for opportunities to make them more outstanding and competitive. There are two main corporate blogs which are internal blog and external blog.

Internal blog is accessed through the corporation’s intranet. It is a weblog that any employee can view. Through the internal blogs employees can participate and discuss corporate issues. It encourages direct communication between various layers of an organization and shows a sense of community.


External blogs is a publicly available weblog where employees, teams or spokespersons can share their views. It is used to announce new products and services, to explain and clarify policies or to react on public criticism on certain issues.

Corporate weblog shows a company's culture and is less formal than traditional press releases. Corporate weblog is a representation of the company’s values, beliefs, philosophy and direction. It helps the company to achieve transparency. It allows companies to communicate their products and affairs with their customers in a more casual environment.

Corporate blogging let customers know that the company cares about their opinions. Customers are able to interact with the company by leaving comments and providing valuable feedbacks or insights that can be brought back into the business. Through these communications, companies can find better ways to satisfy customers' needs and wants, thus facilitating goodwill in the community.

Corporate weblog is also a form of advertising for companies because it allows everyone to access to it and it is the best way to reach to many readers. Thus, company's brand can stay fresh in customers' mind. For those customers who are interested in a particular company, they will constantly access to the website to know more about their products and new promotions offered. For that reason, corporate weblog builds brand awareness and loyalty and increase brand visibility.


This website is about benefit of corporate weblog, if you are interested u can refer to it.
http://www.scoutblogging.com/2006/04/what_are_the_benefits_of_corpo.html

The website below is about 15 companies that really get corporate blogging. If you are interesting you can view it as extra information.

http://www.sitepoint.com/blogs/2008/08/08/15-companies-that-really-get-corporate-blogging/