Posts Tagged ‘ External Corporate Blogs ’

The Role of the Employee Within the Corporate Blogging Arena

In my previous post, “Why Corporations Should Consider Establishing Employee-Controlled Blogs,” I generally discussed why I feel that it is advantageous for a corporation to establish a blog within its organization that is authored by its employees, whether those employees aim their discussions about the company at external audiences, at other company employees, or at the company’s top executives.

After writing that post, I then realized that when discussing the idea of corporate employee blogging, it is important to focus in on the idea of establishing an employee blog that is directed at external audiences versus a blog aimed at allowing for internal company feedback. Though both have their advantages and disadvantages, how does a company choose which one, if not both, is the right fit for that company in giving its employees a voice?

To begin answering this question, I feel that it is important to understand some of the basic differences between the two. An employee blog that was established to be aimed at a company’s external audiences allows the employees to be the blog’s authors and, therefore, communicate their opinions about certain company issues or products to the public. This can help to give the company a face and a personality rather than a large, corporate feel.

An example of a company that has established this type of employee blogging structure is Wal-Mart. Their employee-authored blog titled “Check Out: Where The Lanes Are All Open” is directed towards Wal-Mart customers that are looking to the opinions of Wal-Mart employees and merchants to influence their buying decisions. As Michael Barbaro discusses in his article “Wal-Mart encourages employee blog,” customers are also able, and encouraged, to leave comments on the employee’s posts, helping Wal-Mart’s top executives to receive valuable consumer feedback.

On the other hand, a blog that centers around employees offering their feedback to a company is also a valuable tool for a company to consider. Whether the blog focuses on employees sharing their thoughts on company structure, new company policies, or even the food selections in the corporate cafeteria, it is important to provide an outlet for that feedback. This allows a company to engage in two-way communication with its employees, making the employees realize that their opinions are valued. However, it is important to note that committing to this kind of open communication means that a company has to listen to its employees and respond to their opinions as well.

Dell is an example of a company that has established this type of employee-authored, internal communication. Their blog, titled “EmployeeStorm,” is focused on giving Dell employees an online arena to generate and provide feedback on company issues. In the following video from Ragan Communications, Dell’s Internal Communications Manager, Vida Killian, talks about EmployeeStorm.

In the end, it is up to each individual corporation to evaluate which, if not both, employee-authored blogging style is the right fit for that company, though understanding the basic differences between the two is a great place to start!

2009
03/21
CATEGORY
Corporate Blogs and Bloggers
The Employee as a Blogger
TAGS






4 comments

External Corporate Blogging – Why or Why Not?

External corporate blogs are forums that companies set up in order to interact with their constituents outside of the organization. These groups consist of anyone from consumers, to investors, to activist groups and legislators.

But why is communicating with these groups important? Can’t a company just focus its advertising on these groups and measure their feedback through sales or the stories that are generated in the news? No! It is essential that a company keep an open line of communication with its outside stakeholders because this will allow for two-way communication, and this is where external corporate blogs come into play. Rather than talking at a public, it is important to talk to them and hear what they have to say because it shows that a company cares about its audiences, their opinions, and their needs. Blogs allow for a company to establish a place on the Web where feedback from customers and other stakeholder groups can  be heard, taken into consideration, and responded to in a timely manner. This can help improve the company’s bottom line sales and profits because the company is establishing a trust between its constituents and the organization.

Disney is just one example of a company that has chosen to set up an online forum to engage its customers in the feedback loop. The video interview posted below with Duncan Wardle of Disney was done by Ragan Communications and discusses how Disney uses its “Mom’s Panel” to interact with its passionate consumers and begin a dialog, all the while promoting the Disney brand.

External corporate blogs also provide a company with an outlet to get its news to the public first, without any interruptions or spins from outside sources. This comes into play when dealing with corporate public relations.

To find out more, please read Darren Rowse’s blog post, “A Guide to Corporate Blogging.”

2009
02/27
CATEGORY
Corporate Blogs and Bloggers
External Corporate Blogging
TAGS




2 comments

Back to Basics: What is Corporate Blogging?

My name is Jessica Goodman and this is my blog on Social Media – Corporate Blogs & Bloggers.

With blogs becoming an increasingly popular Web 2.0 tool, it is important to know, “What is a blog, and how do they relate to the corporate setting?” Overall, blogs are interactive web forums in which an individual author or group of authors publish information, opinions, research, and other media about a specific topic of their choice. Blogs allow for feedback and conversations between individuals, promoting their interactive nature.

When used in the business setting, corporate blogs can be used to further internal and/or external communications within the company. Internal corporate blogs can help to bring together top management, company employees, and any others involved with the company on a more private level. On the other hand, external corporate blogs can help the company interact with its outside constituents, and employees alike. 

To find out more, explore my blog and feel free to comment. Thank you!

2009
02/25
CATEGORY
Corporate Blogs and Bloggers
Introduction
TAGS



2 comments