Corporate Blogging: A new marketing communication tool for companies.

Blogging is no more a fresh topic now. With the ease of Internet, anyone can create own blog for free even. The same happened to the corporate blogging. Corporate blogging is a new marketing communication tools nowadays and it also served as a communication channel among the managing level, executives and employees as well. The main function of the corporate blog is to reach the organizational goals.

In general, there are three types of corporate blog. First, internal blog. Internal blog is accessed through the corporate’s intranet and thus it enables each of the corporate members to view the post of blogs. On the other hand, it also encourages employee participation, free discussion of issues, collective intelligence, direct communication between various layers of the corporate and it create a sense of communication as well. Communication among the corporate members can actually enhance the relationship of them, sharing of information, experiences and opinions. Second, external blog. It is a publicly available weblog that enables the company employees, teams, or spokespersons to share their views about the company’s events or policies. It serves as a marketing tool to promote a new product of a corporate, announce the upcoming events, clarify the grapevine and it’s a public relations tool. Lastly is the CEO blog. It’s a blog that only allows the CEO in the corporate to share information, exchange opinions and discuss the important issues.

Example of a corporate blogging
An example of a corporate blogging is the official Google blog. Inside the blog, there is a large database of information such as latest Google’s products and technology, education, enterprise, politics, recruiting and hiring, scholarship and so on. Through the Google blog, we can also be linked to downloads, maps, image search and etc.

Advantages of corporate blogging

1)Leaders can communicate directly with customers, suppliers and investors, as well
as employees.
2)Blogs give the writer an opportunity to answer critics in a controlled forum.
3)It’s cost efficient.
4)Enables the Sharing of ideas freely
5)Blogs have a broad impact on the nature of online media.
6)People are likely to give feedback if they know someone is listening. Feedback is
instead improving our performance.

Disadvantages of corporate blogging

1)It can be tricky to drag public comment out of a company without first routing through the sanitizing filter of a press office..
2)There is a risk that an ill-judged comment could be seized upon by the media or disgruntled investors.
3)Blogs are easy to start and hard to maintain. This might properly ended up with damaging the reputation of the organization.
4)Blogs make many organizations look like disorganizations, with multiple tones and opinions.