Ecomm blogger

Corporate blog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads.

Currently, corporate blogging is being used as a new marketing communication tool for companies. A corporate weblog is published and used by an organization to reach its organizational goals. Corporate blogs also giving established companies the ability to connect with their audience on a more personal level, build trust and collect valuable feedback that will help the company for the future use.

There are two types of blog which are internal blog and external blog.

Internal blog is normally accessed through company intranet and viewed by the employees within the organization. Using this way, it can help the employees to communicate with each others and share their experiences. Other than that, it also helps communication between different layers of management because every employees have their own freedom to discuss whatever topic together which they called it as a forum.

External Blog is a blog that can be viewed by public where people can live their comments or give their direct feedback through the blog. By using this external blog, companies can communicate with the clients, employees, the media, prospective employees and customers. Apart from that, corporate organization can conduct communication to public relations by posting press releases and updates about a new company products and services on the blog. By other means, corporate blogging has become a platform of direct communication between corporate organizations with outsiders which can build a better relationship with customer.

Although there are benefits, but there are still limitations of corporate blogging:

1) Negative comments
Companies are often sensitive to criticism. Negative comments from the outsiders can be offset or deleted by the company somewhat with a consistent and clear communication and moderation policy.

2) Neglect
When a blog had set up, companies should spend some time and incur cost to maintain and update their blogs regularly.

3) Misunderstanding the audience
The blog audience is not the same as the company's typical customer base, as blog readers are universally more tech-savvy, up-to-date on industry news, and more passionate about the company's products and the organization, and also likely to be highly critical of dishonesty and insincerity.

Therefore, companies that participate in blogging should manage their blogs well and effectively to bring benefits to the companies.

Additional information:
1) Corporate blogging guidelines
2) Corporate blogging policy