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Corporate Blogs?
Web logs, or blogs for short, started as a way for people to express personal views on the internet. These on-line journals made it easy to share opinions with a small or large number of readers. Blog entries can be posted on a web site or distributed to interested readers via syndication feeds.
Recently, the blogging world has undergone a shift from the personal to the corporate world. An ever-increasing number of companies have begun to use blogs to distribute announcements to employees and shareholders, promote services, and conduct market research.
According to Yahoo, it's estimated that around 45% of the largest 1,000 publicly held companies in North America have blogs or plan to start them sometime this year.
What do they know and, more importantly, WHY are they entering the blogging community? The following are a few of the many reasons companies are investing the time and resources to blogs.
Blogs help put a human face to a company.
It is difficult to portray the human side of a company on the internet. Blogs help show the personality and authenticity of a company, which can promote trust and make the company feel more approachable.
Consumers are sick of corporate talk and jargon.
According to the Neilson / Net Ratings, the average consumer is bombarded by over 50,000 advertisements a day. All with confusing corporate speak. For example, take SRG's opening paragraph. "We help clients imagine the possibilities, explore creative options and discover solutions .". What exactly does that mean? This way of writing has become sterile and outdated. Blogs, by nature, avoid this overused and annoying corporate language and use everyday speech.
Search Engine Awareness.
Many search engines, including Google, have realized the rich, up-to-date content that is contained in blogs, and in recent weeks, has ranked blog sites consistently high.