Spark.eCommerce

Corporate blogging is published and supported by organization to reach the organization’s goals. Nowadays, corporate bogging is being used as a new marketing communication tool for many companies. There are several companies that really have a successful corporate blogging and produce blogs that are informative and fascinating, such as Dell, Lenovo, and Amazon Web Services.



Corporate blog can be divided into two types; internal blog and external blog. Internal blog is used as a communication tool within an organization. They are usually placed on the company intranet where only employees can view them. It can build and strengthen organization culture and enhances knowledge management among employees in the company. An external blog allow companies to communicate directly with their customers, shareholders, investors across the world, allowing them to leave their comment in the blog. It also strengthens the brand loyalty and customer relationship to sell products and services.


A corporate blog is a representation of the company values, beliefs, philosophy and direction. The companies can show their customers that they care about their customer’s opinions and appreciate communicating with their customers in a more personal and direct manner. Thus, companies are able to receive valuable comments and feedbacks from their customers, giving them a better understanding towards customer’s needs. Through corporate blogging, it eases their customer in finding the latest news and more accurate information about their new products and services. It creates trust and builds strong customer relationship as well as promoting their products at the same time. If the company’s blog has a good comment, it will create a good reputation for the company and it is very favorable to their reputation. Besides that, corporate blogging is cheaper compared to other traditional communication strategies.


However, there are some disadvantages for corporate blogging. Firstly, there is no security on company’s confidential information. Since the blog is published in the web, anybody can have access to it. The company’s managers may not trust their staff as they fear their staffs may give away company’s private information. It is likely for blogs to receive positive comments as well as negative comments. When there is a negative comment, it may influence the company’s image which can lead to bad publicity. Furthermore, if the company did not update their company information consistently, it may affect the reputation of the company as well.


There are several steps to create a corporate blog:
1. Determine if blogging is a good fit for your company.
2. Determine if your company is willing to invest in a blog.
3. Create a strategy.
4. Ensure that everyone is on the same page.
5. Determine the involvement of PR.
6. Select bloggers.
7. Writing posts.
8. Establish a comment policy.
9. Develop a promotion strategic.
10. Establish a measurement program.

Here are some useful links for further information :

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

http://blogging.wikia.com/wiki/Corporate_Blog_List - Corporate blog list

http://www.streetdirectory.com/travel_guide/186126/blogging/corporate_blogging_dos_and_donts.html - Corporate Blogging: Dos and Donts

http://www.problogger.net/archives/2008/10/15/a-guide-to-corporate-blogging/ - A guide to corporate blogging

By Lishi