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Tuesday, February 17, 2009 3:20 PM
Corporate Blogging: A new marketing communication tool for companies

A corporate blog is a weblog published and used by an organization to reach its organizational goals. The purposes of blog usage can be grouped in three fields – brand building (incl. leadership), customer service (inc. product development) and promotion (incl. sponsorship and advertising).

Corporate blogs have some unique features which make them perfect alterative or upgrade to typical corporate web pages which are usually exemplified by minor usage of user generated content (UGC) – i.e. the communication is one sided or asymmetric and the users do not have many opportunities to provide company with valuable information, not mentioning about the possibility of having on-line dialogue with company’s employees and other clients.

The key prerequisites for successful corporate blogs are:
- Symmetric communication
- Informal language
- Dialogue with readers which results in creating virtual community, and regular postings
- Integration with other media and other content,
- Clear rules and purpose of publishing (regulations).

There have three types of corporate 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:
- employee participation
- free discussion of issues
- direct communication between various layers of an organization
- a sense of community

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, to explain and clarify policies, or to react on public criticism on certain issues.

Lastly is CEO blog. Although there are debates on whether CEOs should blog or not, blogging among CEOs is becoming popular.

Links http://michaelhyatt.blogs.com/workingsmart/2005/03/corporate_blogg.html