Corporate Blogs Team Project
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Corporate Blogs Team Project

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Corporate Blogs Team Project Corporate Blogs Team Project Presentation Transcript

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