Creating An Effective Corporate Blog
The terms “blog” and “blogging” have become part of the new economy dictionary and are an extremely cheap and efficient way of disseminating information through the web. A blog is best described as an online diary that readers can also post their thoughts. Many subject experts and academics have created open blogs (free access) that are read by thousands of readers and futurists are predicting that these blogs will emerge as the new mega magazines.
Which leads to the question about why companies are slow to create corporate blogs in order to promote their organizational goals and ideals. The reason for this lax attitude is that corporate blogs can be misinterpreted for techies and the employment of full-time blog administrators as too costly.
Clear Organisational Message
Before starting a corporate blog, you have to be very clear about the organizational message and direction. The reason is that your blog will be read by the public who may also be potential customers who have different global perceptions. You do not want your blog to convey negative perceptions of your organizational values.
Determine Success Targets
The setting up of a corporate blog is not just an opportunity for people to ventilate or post their comments online. There must be clear success targets. Feasible short term targets are the generation of new sales leads and increase in customer database. In contrast, a medium term target can be the creation of new alliances.
Promote Your Alliance
Your corporate blog can be used to highlight your current alliances and give your customers a better understanding about your global reach. You can invite representatives of these organizations to either be guest bloggers or have a separate blog within your main corporate blog. With enough online exposure, your corporate blog can also evolve into a dynamic networking online community.