With the spectacular growth of blogging of the last few years, it was inevitable that companies would see the potential of blogging as a communications medium get into the act sooner or later. The corporate blog is of two types – the internal and the external blog. The internal blog takes the place of the “what’s happening in the company” memos of the old days and allows for the management to keep in touch with every employee directly and also permits the employees to communicate with the management is a way that has never before been possible. External corporate blogs are used to communicate with all those outside the company who have an interest in and contribute to its success by keeping them informed of company news, development, new product introductions and so on.

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Sadly, many companies have their corporate blogs simply because they see others doing it and do not want to be seen as old fashioned and out of touch with modern business trends. A corporate blog that has no fixed aim of purpose and does not interest the internal or external reader will often produce a result that is not what the company intended. A blog that has no discernable purpose will create the impression among the readers that those who publish it – the company’s management – also have of clear purpose. And since a blog is an interactive medium – readers should be able to post their comments on what they have read so that readers can share their opinions and experiences – not providing material that stimulates the interaction will leave the corporate blog limp and lifeless.

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A internal corporate blog done in the right way, on the other hand, can be a huge morale booster by allowing employees to express their thoughts and opinions and  thus giving them a feeling of being actively involved in the running of their company. Giving employees current up to date information in the corporate blog will allow the management to collect valuable employees feedback on various issues in an informal manner and modify their policies accordingly, it needed. External corporate blogs are an opportunity for the company to tell all those outside it about the new happenings and products that are making news and once again, since reader feedback is a part of these blogs, valuable information in the form of market opinion to new policies and products can be obtained for next to nothing. The blogs will also allow the external reader to feel he has a direct communications link to the management of the company through which he can respond to what the company is saying and express his opinions – something that will once again build loyalty since people do not respond to the opinions of those for whom they have no regard.

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