A blog is an interactive website where individuals regularly post commentary, descriptions of events, and other content. Corporate blogging strategies can be top-down, with strict management control, or bottom-up, allowing more employee autonomy. Effective corporate blogging involves negotiating a balance between organizational goals and individual freedoms.

1. Introduction To Corporate Blogging

2.  Introduction
 Importance of Blogging
 Corporate Blogging
 Types of blogging
 Corporate Blogging Strategies
 How to make a Successful Blog
 Micro Blogging
 Some Do‟s and Don'ts
 Limitations of Blogging
 Effectiveness of Blogging through real life examples

4.  Blog is an interactive platform which is a part of
website in which individual maintain their
 regular entries of commentary.
 descriptions of events.
 other material such as graphics or video.
 More personal online diaries.

5. A blog is a mixture of what is happening in a person's life ,on
the Web, a kind of hybrid diary/guide site.
People maintained blogs long before the term was coined, but
the trend gained momentum with the introduction of automated
published systems, most notably Blogger at blogger.com.
Thousands of people use services such as Blogger to simplify
and accelerate the publishing process.
Blogs are alternatively called web logs or weblogs.
However, "blog" seems less likely to cause confusion, as "web log"
can also mean a server's log files.

7. Blogs are the fastest growing media on the planet.
Blogging challenges the concept of privacy and it has so often
sought to differentiate itself from other marketing activity.
 Blogging highlights the current Web 2.0 focus of the rational
exchange of information.
They are new research modalities that can be utilized to measure
and understand complex consumer decision making.
 It is a mutually beneficial exchange of their insights for our creation
of a record of their journey.
It allows us to go beyond the traditional models created using group
discussions and cluster analysis.
It looks at the ways that the population is building its own world and
how it is referencing.
This new window is the dataset of a „virtual ethnography‟

9.  In 1990‟s, most corporate home pages were used
as a platform to push mundane advertising
messages.
 Difficult for “official” home pages to handle
thousands of customers
 Alternative to the existing formal communication
channel.

10. Employee
blog
Executive
News letter
blog Types of blog
corporate
blogs
Promotional
Group blog
blog

11.  Employee blog
• Personal blog is maintained by a single rank and
file employee
• Hosted on company-owned domains and are
sponsored by companies
• E.g., employee blogs of Sun Microsystems can be
found on a public blog aggregator, Planet Sun

12.  Group blog
• Operated by a group of rank and file employees
• Focus on a specific topic, with expert authors
• Started under employees‟ own volition. For instance
Oracle Apps Blog
• Many are driven by strategic plans crafted by
management and hosted in companies‟ official web
sites, e.g., Dell‟s Linux blog

13. Executive Blog
• Play an important role in personifying monolithic
corporations to internal and external stakeholders
• Current business environment requires much more
transparency from the top-level executives
• Also, a high level of confidentiality is essential to
run their companies effectively
• That‟s why many executives, CEOs in
particular, are reluctant to be open and candid on
the web.

14.  Featuring the writings of high-ranking
executives
 Can be an effective tool to establish a direct
connection with stakeholders
 E.g., Marc Cuban, the owner of the NBA‟s
Dallas Mavericks, is also using his blog to
communicate effectively with fans of his team

15.  Promotional blog
• To generate buzz about products and events
• Somewhat controversial-lack of an authentic human
voice
• A classic example, Dr Pepper/Seven Up‟s Raging Cow
blog, which was supposedly written by its cow mascot
 Newsletter blog
• Covers variety of topics such as company news and
product information e.g., Google Blog

18. A “blog” – short for “web log” – is a web page that serves as a
publicly accessible personal journal for an individual.
Net
generation
in the
workplace
Conflicts
involved in Control
employee versus
blogging autonomy
in blogging

19. Net-geners growing from 14 percent of workforce to 21 percent
over past 4 years.
 They, with high technical skills and better education, are
regarded as an important corporate asset.
They not only “demand independence” but also “seek meaning
and community in their work place”.
 They are a source of competitive advantage because they can
be “brand ambassadors”.
Net-geners can play an important role as passionate online
evangelists for their organizations.

20. Due to the lack of rules governing the blog sphere, often
called today‟s “Wild West”.
The nature of Blogs lead to conflicts. some employees were
even fired over their blogs.
Examples of employee bloggers confronted.
 A Microsoft contractor was fired after he posted pictures
of Apple G5Computers.
A Delta Air Lines flight attendant lost her job after she
posted photos of herself in uniform on her blog.

21. In order to achieve larger goals of an organization,
individuals who participate in it must surrender some
autonomy.
To work through this dilemma, an organization
requires ongoing
“processes of negotiation in which various strategies
are developed”.
organizations engage in “processes of negotiation” –
mechanisms that balance between control and
autonomy.

22. Top- Top- Top- Top-
Bottom-
up
down down down down
I II III IV

24. There are times when businesses should think twice
about using social media
 When you‟re in a high-ticket business- If only a few
clients bring in most of your revenue, the in-
person approach is still best
 If you are in conflict with your employees-It‟s a
potential disaster if employees use blogs to trash
management
 If there is management skepticism-Social media
can make an organization more
transparent, accessible and accountable

25.  Blog is an interactive platform which is a part
of website in which individual maintain their
 regular entries of commentary
 descriptions of events
 other material such as graphics or video
 More personal online diaries

26.  We identified that organizations adopt blogs mainly for:
• Product development and customer service.
• Thought leadership.
• And promotion.
 Bottom-up blogging companies tend to focus on
product development and customer service
 Most top-down blogging companies tend to prefer
thought leadership or promotional content strategy

27.  Most of the Fortune 500 firms that use blogs appear to prefer
a top-down blogging strategy
 Such firms try to maintain high levels of control
 Some top-down blogging companies, such as IBM and
McDonald‟s, apply bottom-up blogging strategies
 Microsoft and Sun Microsystems, are using a bottom-up
blogging strategy.
 Such firms seek to maximize the capabilities of blogs by
supporting employees who are highly productive and efficient.

29. Bloggers put a lot of effort into their blogs and they will be
happy to correspond with you if you would like to talk about
their blog. Leaving comments is part of the foundation for
starting a blog community.
Comments are fundamental for all blogs for several reasons:
You can get discussions going on a blog post.
It makes it easier for customers to directly comment on what
is being discussed in the post.
There is a field in the form that allows you to fill out your
website address. This shows other people that you, too, have a
blog, and people are likely to click on the link to hear what you
have to say.

30. It is a system that notifies a blogger that another
blog has written an article about one of their blog
posts.
Trackbacks are also important. You can find a
trackback link down at the bottom of a
post, usually next to the permalink and comments
link.
It is a great way to see what kinds of other blog
posts your posts have inspired.
They are also an excellent way to start a
community.
They highly beneficial for the traffic you see on
your blog.

31. They are category names and people can
select keywords for their posts.
It makes it easy to navigate a blog and find
what you're looking for.
If someone finds their blog and wants to
read all of the articles about product
development, tags will make this very easy.
Tagging is recommended, especially if you
write about a variety of different things.

32. Not linking to other blogs.
 Not having an email link or contact page.
some blogs do not allow the readers to
leave comments.
This sends a bad message to customers.
Not having an RSS feed. Not updating
often enough.

35. It is a broadcast medium in the form of blogging.
Micro blogs "allow users to exchange small elements of content
such as short sentences, individual images, or video links".
 Micro bloggers post about topics ranging from the simple,
such as "what I'm doing right now," to the thematic, such as
"sports cars.
 Some micro blogging services offer features such as privacy
settings, which allow users to control who can read their micro
blogs.

36. Users and organizations can set up their own micro blogging
service: free and open source software is available.
It has the potential to become a new, informal communication
medium.
It is expected to improve the social and emotional welfare of the
workforce, streamline the information flow within an organization.
It can increase opportunities to share information.
It help realize and utilize expertise within the workforce, and
help build and maintain common ground between coworkers.

37. Privacy
Users may broadcast sensitive personal information. Micro blog
platform providers can also cause privacy issues through altering or
presetting users' privacy options.
Security
Potential for sensitive work information to be publicized on micro
blogging sites such as Twitter.
Integration
The hardest issue to overcome, since it can be argued that
corporate culture must change to accommodate micro blogging.

39. DO
Monitor what others are saying on the blogosphere.
Think beyond the press release and present in appealing way.
For blogs to be used as marketing tool, use key words and
phrases as blogs‟ titles.
DON‟T
Don't post press releases or slick, use your personality as a
differentiator.
Don't be afraid to make mistakes.
Don't lie. The blogosphere is self-correcting.

41. Blogs will not completely replace newspapers, radio and TV stations or
even standard web sites.
Blogs do not talk; people do, once they have practice in the language
or style of conversation that is needed.
Blog interaction requires formal direction until new habits are
acquired.
It is rare that a blog author will edit the original posting to summarize
what has been learned from the feedback comments.
Putting personal information in a blog can be dangerous.
comment links open to all readers can lead to blog site vandalism by
those who insert foul ideas, language and web links to trashy web sites
such as pornography or hate promoting sites.
comment links open to all readers can lead to blog site vandalism by
those who insert foul ideas, language and web links to trashy web sites
such as pornography or hate promoting sites.

45.  Ken Dyck, a customer of Microsoft, noticed a
spelling mistake in the windows
update function
 Ken decided to contact Microsoft to inform
them of the spelling mistake
 Ken tried to inform Microsoft by looking
around the Microsoft support site

46.  Thought of calling product support
services and register an incident
at a cost of $25
 Finally, decided to blog about the bug on this
own blog
 A Microsoft employee, as Ken hoped, read the
blog entry and the error is being reviewed

47. Implications
 A better mechanism for customers to contact
Microsoft employees
 Realization of the impatience with the official
path to report issues
 They may just give up and complain about
the issue with friends
 Customer may have their own blog and the
complaint is broadcast to the whole world

48.  If Microsoft does not monitor such issues on
blogs and forums they lose the customers
 Microsoft is discussing on automating this
process
 Ideas include have a point person in each
product group