Corporate Blogs Team Project


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Corporate Blogs Team Project

  1. 1. What is the Purpose of Corporate Blogs?<br />
  2. 2. To Communicate with Customers and the Public<br />Removes Barriers<br />Executives and employees directly communicate with readers of blog<br />Creates a Personal Message<br />Blog’s atmosphere is much more relaxed than normal company communication<br />Displays Openness and Responsiveness <br />Customers appreciate the transparency of a company created by its blog; nothing to hide <br />
  3. 3. Advertising of Corporate Responsibility<br />How Company is Giving Back<br />Today’s consumers want companies to do more than just provide a quality product<br />Improving Value of Products<br />Showing how products and services are being improved to give more value to consumers<br />
  4. 4. Reputation Control<br />Problem Prevention<br />Companies can address problems before public finds out from another source<br />Response to Negative Publicity<br />Companies can respond to false or negative allegations<br />
  5. 5. Product/Service Promotion<br />Indirectly Promote Sales<br />Explain often unknown features or uses of a product<br />Offer a sidebar to the company website<br />Introduce a New Product/Service<br />Describe a new product or service with a personal touch, possibly from an executive or employee who had a hand in its creation <br />
  6. 6. Open Communication<br />Reader and Writer Interaction<br />The personal communication creates a comfort level and trust<br />Even those who do not post and only read feel they can trust an individuals writing because its not the “company” talking<br />Create Company Personality<br />The style and attitude of a company’s blog writing says a lot to the consumer about that company’s “personality”<br />
  7. 7. Potential Issues of Corporate Blogs<br />
  8. 8. Negative Comments<br />The whole point of Corporate Blogs is to help the company’s reputation. <br />Possibility for negative comments about the company to appear. <br />Administrators should review comments before they appear in the blog. <br />
  9. 9. Open Communication<br />Needs to find a balance between freedom to post and policing of the blog. <br />Too heavily policed: People may lose interest in being involved. <br />People may feel that the Blog is merely propaganda. <br />Too free: Negative comments may ruin the company’s reputation. <br />
  10. 10. Consistent Posting<br />Company should ensure that the blog has frequent posting. <br />If visitors see that the blog has been inactive for a long period of time, they may feel that this mode of communication is not important to the company. <br />Before creating the blog, company should evaluate how often users may post. <br />
  11. 11. Usefulness of Posts<br />Company should make sure that the blog provides some use for readers. <br />Blogs should have a use for the company as well. <br />Create a balance. <br />Blog needs a clear focus.<br />Not just a place to post press releases. <br />
  12. 12. Who will manage the Blog?<br />Need someone of trust to write and manage the blog. <br />To a reader, the blog expresses exact view points of the company. <br />Wal-Mart <br />
  13. 13. Trends of Corporate Blogs<br />
  14. 14. Simple Layout<br />Since most of viewers on corporate blogs are older, companies want to make the site as easy to use as possible<br />The purpose of the blog is not directly promotional, but to convey to readers that the company is of moral standards<br />With the emphasis on the blog being text driven, the company wants the potential customer to easily see the message<br />
  15. 15. Blogging<br />On almost every corporate blog there is a small logo and slogan about the company<br />Despite the emphasis on the text, companies want every opportunity to put their name out to the public<br />This is usually the only form of direct advertising to potential customers found on the blog<br />
  16. 16. Advertisements<br />There are usually no advertisements found on corporate blogs, which is one of the main differences from regular blogs<br />Many of the big advertisements on the Internet today are of questionable character<br />This would be counterproductive to the purpose of the blog, which is to promote corporate responsibility and to put the company in a better light<br />
  17. 17. Multiple Authors<br />Since there are many different types of customers, companies will assign multiple employees to post comments on the blog<br />With pictures and captions of each author, readers will feel more connected to both the blog and the company<br />Companies often sort the blog by topic, which gives customers the opportunity to easily read the articles, or authors, they are interested in<br />
  18. 18. Multiple Authors <br />Multiple authors helps to ensure that the blog comes out with new articles frequently<br />This gives the impression to readers that the company is taking the blog seriously, not just to keep up with its competitors<br />With many writers, there is a greater chance of innovation within the blog<br />
  19. 19. Trends<br />Despite the purpose of not being directly promotional, the corporate blog can be very influential on the bottom line of a company’s balance sheet<br />Giving the company a successful image in the minds of customers often times is the deciding factor when customers choose between two completive companies<br />
  20. 20. Discussion Questions<br />1. How important are corporate blogs to a company? Do you think they are a necessity to every company?<br />2. Have you ever read a corporate blog? If so, what was your impression of it?<br />3. How much freedom of speech should a corporate blog allow? What balance do you think is necessary? <br />4. How influential do you think corporate blogs are in persuading customers to chose their company over competitors?<br />