The blogging phenomenon has started to make companies view the potential benefits of corporate blogging. They all agree that blogs achieve a mass media effect through the high level of networking in the blogosphere wherein news disseminates very rapidly. The blogosphere has heralded a new communication tool that can influence public opinion of a company. However, companies are slow to react to the growing credibility of corporate blogs as communication channels.
A recent list of Fortune 500 company blogs shows that only 5% of the United States corporations have joined the blogging arena. Companies are treading this still unfamiliar territory with caution and skepticism. They are hesitant to plunge into the scary world of blogging for fear of encountering legal and business risks inherent in blogging such as libel, slander, lawsuits and disclosure of confidential and proprietary information.
Despite the fear, some industry leaders like Microsoft, IBM, Sun Microsystems and General Motors have dived headlong into corporate blogging. These companies recognize that a blog is an immensely effective yet low cost way to boost corporate communications and marketing objectives and at the same time connect with customers and prospects.
A corporate blog makes it easy for readers to find the latest and most accurate information about its new products and services. It can help achieve customer familiarity with the company products or services. Through the corporate blog, a company can converse directly with customers and prospects. Two-way communication creates trust and builds customer relationships.
As the blogosphere do not have exception, it is very risky because not all corporate cultures can tolerate the open, direct communication inherent to make a corporate blog successful. There are instances where blogs could not be reconciled with business practices and regulations. Clearly, there are risks to consider. Risks lie mainly in the content and the character or tone of comments which admittedly can only be censored to a limited degree.
In corporate blogging, goals and missions are of prime importance. For a blog to yield value, it has to be created with specific goals in mind. Some of these goals may be to increase company credibility, enhance customer service and interaction, and give customers a peek of the behind-the-scenes feel of the corporate culture, showcase new products or services and more. The important thing is to be clear about your goals. You have to be sure about what you are trying to get done and stick to them.
Lastly, a blog is not a miracle cure. It will not single-handedly turn your distressed company around. Corporate blogging should be incorporated with other marketing and communication tools to achieve desired results.
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