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Corporate Blogging

Nowadays, business-like blogging is taking off. Companies are using blogs for both internal and external communications, to improve customer relations and improve business processes

The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads.

Corporate bloggers from leading firms including IBM and Microsoft found that “Listening to customers and acting on their suggestions is one of the best ways to build a group of customers and blogs are an excellent method of being able to listen to customers.

Although there are many different types of corporate blogs, most can be categorized as either external or internal.

External blogs -- publicly available weblog where company employees, teams, or spokepersons share their views. Companies use external blogs for public relations and marketing and demonstration of thought leadership. The expected benefits of external blogs include improved brand recognition and external communications, as well as a vehicle for customer feedback.

Internal Blogs -- generally accessed through the corporation's Intranet, is a weblog that any employee can view. The informal nature of blogs may encourage, employee participation, free discussion of issues, collective intelligence, direct communication between various layers of an organization, and a sense of community. It is mainly used as a tool for sharing knowledge and increase employees’ contribution.

source: http://en.wikipedia.org/wiki/Corporate_blog

Sun Microsystems CEO, Jonathan Schwartz said blogging doesn’t just communicate with the marketplace, though Sun’s CEO also uses his company blog to communicate with the more than 32,000 Sun employees. When they have questions about business decisions, Jonathan can respond to both the company and the marketplace via his blog. He also discusses new products online. His blog attracts approximately 60,000 readers per day.

These are some useful links on corporate blogging:

1.http://www.globalprblogweek.com/archives/how_to_launch_a_corp.php
2.http://en.wikipedia.org/wiki/Corporate_blog