What About Corporate Blogging?

October 24, 2009

Here is a look at what I’ve touched based on. My goal was to talk about how corporate blogging is being used and its effectiveness, while highlighting blogs that hold some of the same kind of values. Sometimes it is just easier to grasp simpler notions such as how blogs are being used in the newspaper industry to understand how a company can utilize the same kind of values other companies embody effectively. It does not mean that it is the same, but corporations are hesitant to create blogs and are forgetting the important aspects that come with it if constructed.

My last posts:

1) What: Social Media Purgatory
2) What Businesses Have to do to Listen…
3) Who is Corporate Blogging?
4) Who is Protecting Who from What?
5) Where do Blogs fit into the World?
6) Where Charities Create a Voice to Meet their Mission
7) How do Bloggers like to be Pitched?
8) How Blogging Works in Different Countries: Threatening, Connecting Conspiracy?

According to, Corporate Blog Design: Trends and Examples by Steven Snell, he examines issues corporate blogs encounter while noting some trends that are useful.

In Summary here are Snell’s highlights aggregated to understand the gist:

  1. Purpose of Corporate Blogs is:
    1. Communication with customers and publics
    2. Demonstration of corporate responsibility
    3. Reputation Management
    4. Promotion of Products and Services
    5. Provide Execs to Openly Communicate

Among the five just noted, I wanted to point out ‘Demonstration of corporate responsibility.’ Snell writes that in some cases a company will use a site to represent how the corporation is giving back to the community and not just a focus on products, which is appealing to building value and trust.

  1. Trends: Corporate blogs can be either:
    1. Simple Layout with Lack of Visual Appeal: nothing too fancy
    2. Going against the trend: Nike effectively standing out with a visually appealing and engaging blog
    3. Branding: promoting the products by branding the product to the website utilizing the companies main colors and so on.
    4. Multiple bloggers: a team of bloggers
    5. Network of blogs: Allotting a blog to each writer to blog on specific content
    6. Few Comments: Snell says that companies that use a blog not to draw attention to their product tend to receive more comments than companies that post on products and updates
    7. Only internal ads allowed- External ads will divert reader’s attention away from the corporate site and have the money-making, pay-per-click mindset
    8. Links back to company’s homepage
    9. Companies most of the time use separate domains

This was a great way to look at what to do for corporate blogging as well as prime examples of companies that utilize every bulleted point Snell points out. He also points out some very effective corporate blogs such as American Express, General Motors, Nike, Toyota, Boeing, and so on for examples. I note this post specifically because it was pretty useful advice that I have found throughout my gathering of research for this project specifically. Bloggers put a different spin on typical subjects such as this post, but it takes a lot to stand out and I think Snell’s post did that well.

Check out, How and Why You Should Build a Corporate Blog by Lionel Menchaca on Dell’s reasons and statistics on why corporate blogging is effective:


6 Responses to “What About Corporate Blogging?”

  1. Lauren Babbage said

    All this information ties in perfectly with what we are learning in class and I feel as thought I can grasp what you are saying because of that. I think it’s great when corporations use new social media to bring attention to what they are doing not only in their company, but what they are doing for the community. Corporate Responsibility is a great way to word this because they are responsible to give back to a community which, in turn, helps them make a profit. Also, I personally think that Nike’s blog is very unique and stands out in my mind, which is what every other corporation should be striving for. I don’t want to repeat myself, however, I feel corporate blogging is the most important thing you can do to show your company is transparent.

    • Angeline Vo said

      Thank you Lauren for your comment. Im really glad I could get my message across. What you said about a corporation giving back to a community which helps them profit is essential to convincing companies to adopt this method. I’m sure they all know the benefits, but it takes a lot more than looking at successful websites that utilize Social Media. It takes understanding the values that come otu of it. It’s not about numbers and mediums. It’s about messages.

  2. Michelle Goydan said

    One of the most effective trends I think happening now is the fact that companies can brand themselves through an online presence. Before they had to use many different types of promotional elements such as advertising, personal selling, sales promotions and public relations all to create one message. It’s obvious that with such a broad reach that the interpretations are going to be so much different. Now that everything can be place in one spot and still reach such a large audience they can create a clear integrate message in addition to creating the personal relationship consumers want.

    • Angeline Vo said

      Do you think more companies should have websites about the company culture and less on branding? What i mean is that there is still alot of mistrust with companies, and if they brand too much they might lost their consumers? Maybe? Maybe not?

      • Jenn Shunfenthal said

        I think that if a company creates websites based on company culture, that is still promoting the brand. The brand is strongly rooted in company culture and to portray what the company is about. I think that if they blatantly smack their logo everywhere on the site that it will not be efficient in gaining a customer base, but instead will only be efficient in gaining customer’s familiarity with the logo. I also agree with Lauren that having a CEO blog shows true transparency.

  3. Angeline Vo said

    I’ve never really thought of a company showcasing the culture of their company. But I like the idea because, i think the world of consumerism is getting tired of flashing products and brands in their face. It also goes hand in hand with transparency in just understanding the culture to build communication I guess.

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