Corporate blogs
Corporate blogs are blogs that allow the company or its management to address directly to its customers, partners or employees. In most cases, they also allow readers to respond and post comments.
The goal of these corporate blogs is mainly to a recovery and humanization of the corporate image. They also introduce some transparency.
These blogs are often maintained by the founder or leader of the company. It is a more modern, more updated and more interactive “CEO” often presented on institutional websites. They also constitute a tool for public relations, even media relations when used by journalists.
Google’s blog is probably one of the most successful examples of corporate blog.
Corporate blogs can also be devoted to topics related to the companies with business and public commitments of the company. The U.S.A. manufacturer of Stonyfield Farm yogurt offers on its site some blogs devoted to the environment, health of children and women.
Another line of communication based on the use of blogs is through to encouraging employees to create their own blogs claiming their company ownership. This policy poses control problems and requires the establishment of a clear guide to behaviour for employees.
The use of corporate blogs experienced a relatively strong interest from large companies. Now, some editorial content agencies offer maintenance services for corporate blogs.