Corporate Blogging: A new marketing communication tool for companies

The blogging activities had become very popular since the past few years. The blogging activities had developed and it is not only for personal usage anymore. Business organizations had also implemented blog as their business tool which is called corporate blog. For example, Google had developed a corporate blog in year 2004. It shares all information about Google and people can actually leave comment for them.

Corporate blog can be very useful for an organization. It can be divided to two types which are internal blog and external blog. An internal blog is normally accessed through the corporation's Intranet. It helps the employees communicate with each others and share their experiences. It also helps the communication between different layers of management. The employees of an organization can exchange their opinion and discuss their expertise which will help in their daily work.

An external blog is a blog that can be view by public. Public can leave their comment in the blog. It is useful for organizations to get the direct feedback from the customers. By using the external corporate blog, companies can communicate with clients, employees, the media, prospective employees or customers. Corporate organizations can even conduct their public relations activities through blogging by posting press releases and updates about new company products and services on the blog. The corporate blog become a platform for the most direct communication between the corporate organizations with outsiders. It will help in building better relationship with customers. Blogging is less formal and the customers will fell more comfortable to communicate with the organizations.

Corporate blog had its disadvantage as well. Because of the blog is not flittered and can be view by public as soon as it is post, many companies might face situation such as people give negative review of a product that will lead to bad publicity. Other than that, corporate blog might lead to legal pitfalls as well. There are cases where a company has been held responsible for comments made by some employees that adversely affected the others.

Corporate blog is very helpful for communications between organizations and public but it need a lot of efforts to keep a corporate blog updated and avoid the disadvantages that it will bring.