Corporate blogging is a new marketing communication tool that used by some organizations to reach its organizational goals. Internally, blogs are referred to a tool for collaboration and knowledge management. Externally, blogs strengthened relationships with important target groups and the positioning of the publishing organization as industry experts.
To create a blog, the organization first needs to determine the goals of setting corporate blog. Every company has its unique needs and it is better of evaluating its need thoroughly before everything gets started. Next is to access the market for blog viability because there are some segments of the organization who do not have interest on blogs. Step in accessing the variability is through reading and subscribing other blogs in the same industry. From there, an organization may assess on competitors and customer requirements. Thirdly is to map the overall marketing or communication strategy where the marketing team should draw out the marketing objectives and outline the content of the organization blog. As such, the users will have high level of satisfaction after each time visiting to the blog. Continue with the risk profile assessment, which is the investigation phase that well grounded the perspective on how the organization might proceed into the blogosphere, or any other social media related space that requires the mindset shift.
Corporate blogging helps an organization link up internally or externally. All users can access to the blogging web for the business related matters. It is highly cost effective since it need no conference and printed materials to all the users. By using corporate blogging, users are encouraged to share their ideas freely in an honest voice that will become the sincere advice for the blogging companies.
However, blogs are easy to start but hard to maintain. Writing coherently is one of the most difficult and time-consuming tasks for a human being to undertake. As a result, many blogs are not updated, thus damaging the reputation of the organization. Moreover, if the blogs are not controlled well, it will looks like disorganization with multiple tones and opinions, thus confusing the users.
To launch a blog is not a difficult matter, every individual or corporate can launch a blog as they like. Most of the websites that provide blogging are free of charge. The organizations must be taking into consideration of the advantages and disadvantage of the blogging before they start anything.
