This document discusses corporate blogging and provides guidelines for establishing blogs. It defines blogs as frequently updated personal websites that focus on a particular topic. The document outlines advantages such as facilitating direct interaction with customers and bypassing complicated marketing processes. Disadvantages include the need for extensive planning and potential for negative posts. It recommends setting clear objectives and allocating sufficient resources. Competitor blogs are examined as examples. Objectives of corporate blogs are listed as maintaining supporters, finding customers and talent, and gaining media attention. Blog guidelines suggest including personal experiences, news, CEO posts, and job listings.

1. CORPORATE
BLOGGING

2. TOPICS:-
• Corporate Blogging
1. Advantages
2. Disadvantages
• Competitor Blogs
1. Objectives
2. Guidelines

3. WHAT IS A 'BLOG’ ?
• A type of Social Media – frequently updated, personal website.
• Abbreviated Version of 'weblog’.
• Maintain ongoing chronic of info.
• Focuses on a particular topic.

4. CORPORATE BLOGGING
• Blogosphere doubles every 5.5 months.
• Approximately 40,000 corporate blogs exist.
• Benefits
1. Presenting information without filters
2. Amplify marketing messages
3. Allow direct connection with online communities
4. Have more human feel

5. ADVANTAGES OF BLOGS
• Facilitate direct interaction between company and customers:
1. Manage transparency of company
2. Contain content which reflect current events
3. Generally tell a story
4. Create creditability
• Help exposure on the internet:
1. Bypass complicated processes
2. Generate incoming links
3. Lead to increased performance on search engines

6. DISADVANTAGES OF BLOGS
• Much Planning Is Needed Before Launch
• Non-supporters can post negatively.
• Corporate Blogs fail when:
1. There are no clear objectives set.
2. There are unrealistic expectations and resource allocation for the blog.
3. The writers are not sourcing content for the long term.
4. There is no feedback mechanism established.

7. COMPETITOR BLOGS
• The Nature Conservancy
1. Cool Green Science
• Sierra Club
1. Taking the Initiative
• Defenders of Wildlife
1. My Yellowstone Wolves

8. OBJECTIVES OF BLOGS
• Maintain current supporter base
• Seek out potential customers
• Find company talent
• Gain positive media attention

9. BLOG GUIDELINES
• Content:
1. Personal experience postings
2. Important news items
3. Carter Roberts | CEO
4. Job openings listed

10. THANKYOU
- PRATHAM MHATRE