Corporate blog is become very familiar to be a new marketing communication tool for many companies. As a generalization, it is a blog which created by the company in order to achieve the organization goals. The corporate blog has divided into three categories namely, internal blogs, external blogs, and CEO blogs.
Basically, the internal blogs is participated by employees of the organization by sharing the information and freely discuss the important issues which may help the organization to develop the collective intelligence and enhanced the communication between the various levels of the organization.
The external blogs is facilitated the company employees, teams and spokespersons to share their views and opinion. Besides, it can be a communication tool for company to be public relations, promote a new product and so on. The external blogs also provide information for consumers and some web blog is allowed make comments. The company can developed and improved their marketing plans, customer services and quality of the products based on the consumers’ feedback.
Conference or printed memos can be eliminated by creation of the corporate blogs and it can more accessible. Moreover, it enhanced the communication among each others in different levels of management which will help the company in achieving the goals. Besides, it also helps the company to get better understanding of the expectation of consumer towards the products and services.
In our opinion, corporate blogging is an effective tool to promoting and marketing for a company. However, since the corporate blogging is very familiar but there are some companies are still not blog yet. They might not know the benefits of blogging and they have different kind of way to do promoting and marketing. Thus, education and training program can be provided to enhance the uses of blogging.
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