Posts Tagged ‘blog corporativ’

Before engaging in developing a corporate blog, one should pay attention to the audience. Will the focus be on „existent customers” , on „prospective clients” or on partners? There are also corporate blogs that focus on prospective employees. Such blogs present the working environment in the company, some of the employees and their achievements. For example, see the Adobe blog in Romania , it’s a nice one: transparent, friendly, well segmented, people oriented, funny. Among the blog categories I mention: the team members, the company events, some general articles about nowadays technology, the Adobe projects in Romania.

Overall, a blog can address to all types of audience. Let’s summarize the main ones:

  • current customers
  • prospective customers
  • partners, sales channels
  • prospective employees
  • press

But why should your audience go to the blog and not your website? Because it helps them communicate with you, it’s more user friendly. If you have a voice, you don’t appear to be a nameless and faceless corporate entity.

For example, a customer would be interested to deal with people rather than with a cold press release. So, the blog helps  customers feel like they are buying from a real person. The information they find on the blog is usually fresh and not filled with advertising. It gives them the power to control what they read and what they comment. Some may choose to spread the word, as well.

Partners can also get an informal voice on your blog and find useful information about your audience.

The press might be more attracted to get behind the scene rather than checking your website for press releases.

Blogs get syndicated and people do social bookmarking with them. A corporate blog can be an instrument of viral marketing, the wave of the future.

How can the audience find about your blog? I’ll think about this next time I write on blogs.

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Nice cartoon, isn’t it? I loved it when I saw it: comical, satirical but quite black humored too. I assume Rick can be any of the employees sincerely blogging about his company. It’s funny, but the reality is too familiar to ignore. If you represent a corporation who decided to blog, you have quite a huge responsibility there. Figure out this situation. You have already reached a considerable number of readers. If somebody, either employee or from the outside, posts wrong information or makes an unfavorable impression, you can’t just shut down the blog. Some experienced PR advice is needed to get out from the crisis.

„It’s scary,” says Technorati founder and CEO David Sifry. „The lesson everyone learns in Marketing 101 is, ‘Control the message.’ Blogging puts that on its head, and that’s very frightening.”

But, let’s summarize a few of the challenges for having a corporate blog:

  • unexpected comments that over criticize the company or its product/services
  • employees who bad mouth the company
  • irregular update
  • too stiff and press release – like style
  • late response to comments

I see these issues as having some possible solutions:

1. First, select a few key editors from the senior employees to post on the blog. They should be perceived as experts in the industry. Engage these pioneers in a conversation about what your corporate blogs hope to accomplish, and why.

2. A set of rules/guidelines for the company bloggers would be advisable. It’s important to know what’s allowed and what is not. More than that, let the company bloggers suggest the rules. Actually, I am thinking why not set a double blog policy: one that should be for internal use and one that should be made public. If these policies can be the same, it would be great.

3. A chief editor should supervise the entire blog activity, both articles and comments.

4. Pictures, videos should be posted for making it more blog friendly and informal.

5. Know your audience. The readers who post over criticism comments would be advised to post it on their blog and establish a link exchange. (I don’t know how much this will work ?!).

6. Update the blog on a regular basis.

Last but not least, the cartoon above is taken from http://blaugh.com – the (un)Official comic of the blogosphere. Brad Fitzpatrick is bLaugh’s artist, and Chris Pirillo is its creative writer. Congrats guys! You’re making the blogosphere a much funnier place.

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Reasons for having a corporate blog

I have been working on a project for setting up a corporate blog. Nice challenge for me! Many do’s and don’ts on the horizon, but really interesting and funny research work. I thought it would be nice of me to share the steps involved in getting a corporate blog together. But, first what is a corporate blog? It’s a web page where a company through authorized editors or through its employees can have a more informal voice. Style is an important ingredient for a corporate blog. It should be informal, with a personal touch, unlike the cold style of the press releases.

Is it advisable for a company to have its own blog? The pros would be:

  1. to reach prospective customers
  2. if a company has a unique product/service, this should be spoken out by all possible Internet channels, not only by website
  3. Companies should observe the nowadays trend. Marketers have realized that blogging is becoming a power tool.
  4. Look around: competitors do it already.
  5. to strengthen relationships with important target groups
  6. to position the company and its key employees as industry experts
  7. Communicating through a blog demonstrates that the company realizes its impact on society and is anxious to improve the (social) relationships to clients, press, employees, local communities or the general public.
  8. A corporate blog is one step towards meeting customers’ rapidly changing needs in a WorldWideWeb where communication has become increasingly one-way and impersonal.
  9. to strengthen the relationship with the partners by giving them a “public voice”
  10. to improve relationships with the employees
  11. being a PR tool, it can solve or prevent crisis

In the following episode, I will tell you the challenges met by companies who decided to blog. It’s not so simple as it seems.

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