Corporate Blogging: A new marketing communication tool for companies.

Nowadays, more and more organizations use corporate blog as a new marketing communication tool.

First at all, what is corporate blog? Actually, corporate blog is just like a personal blog which we use for posting our personal article or updating our personal information and news. Many organizations use the corporate blog to sell and promote their products. In other words, Corporate Blog Marketing is the science of using standard online communications tools to allow marketers, sales representatives and even C-level executives a medium through which they can connect with their customers.

Corporate Blog bring a lot of benefit to organization. For example:

Customer Relationships and Feedback
In every instance, the point of a business blog marketing campaign is to establish a two-way channel for communication between a business and its customers. In doing so, businesses can get feedback on new products and services and also stay in touch with pertinent industry “buzz” and trends.

Corporate Imaging/Branding
Corporate blogs, both through their content and potential visibility in search engines, improve overall brand awareness amongst a companies targeted customer base.

New Product and Service Testing
Such a two-way channel of communication allows for immediate feedback from your customer base on new market ideas and products/services in their fledgling phases.

Improved Media Relations
A corporate blog not only provides a medium for your customers, it also provides a channel through which the media can get informed on new business developments, products and services.

However, there has some disadvantage of corporate blogging. Corporate blogging might make it easy for defamation and invasion of privacy or to breach information security and loss of company confidentiality.

Beside that, it will create an expectation of updating the blog regularly.

Additionally, a new style of communication will be mastered since corporate blogging become popular in these recent years.

To make a successful corporate blog, there has some step:
- Companies have to be more concern about the liability and limitation that will lead to legal issue.
-Update frequently in order to attract more readers/ customers to visit it.
-Visiting and observing high quality corporate blogs and learn their blogging skill.


There are some examples of successful blogs, example Boeing, Facebook, Google
Dell, Yahoo!

In conclusion, corporate blogging is getting important for corporation to deliver the message privately or publicly since it has brought many pros even thought the cons come along with it.

Reference:
http://money.cnn.com/2006/02/28/news/companies/pluggedin_fortune/index.htm
http://blogs.wsj.com/biztech/2008/06/30/most-corporate-blogs-are-unimaginative-failures/