Make The Most Of Your Corporate Blog

The corporate world saw the potential of blogging early on and soon found that the corporate blog, if used properly could be a very effective management tool, both inside and outside the organization. Corporate blogs are divided not two categories - the internal blog and the external one - and each has its own purpose. The internal blog takes the place of the "what's happening in the company" memos of the old days and allows for the management to keep in touch with every employee directly and also permits the employees to communicate with the management is a way that has never before been possible. External corporate blogs are used to communicate with all those outside the company who have an interest in and contribute to its success by keeping them informed of company news, development, new product introductions and so on.


Sadly, many companies have their corporate blogs simply because they see others doing it and do not want to be seen as old fashioned and out of touch with modern business trends. These companies create blogs with no long term aim or focus, either for the employee or the external stakeholder and because of this, the result is often the reverse of what they expect it to be. A blog that has no discernable purpose will create the impression among the readers that those who publish it - the company's management - also have of clear purpose. Additionally, as the corporate blog is a two way medium - readers are usually invited to submit their comments on what they read - not providing the right kind of material for people to make comments can reduce the blog to a joke and formality.


However, if done in the right way, an internal corporate blog can foster a huge amount of employee involvement and loyalty by giving them a forum to express themselves in front of the rest of the organization. Giving employees current up to date information in the corporate blog will allow the management to collect valuable employees feedback on various issues in an informal manner and modify their policies accordingly, it needed. In the case of the external corporate blog, by presenting issues and aspects of the business that will be of interest to the externals stakeholder, the company will be able to obtain valuable feedback on a variety of subjects at almost no cost. And as in the case of the internal corporate blog, the external one will give the reader a chance to feel more connected to the company since he will be communicating with it by sending in his comments and this communication will foster a strong connection that will result in profits.