Corporate Blog
Under a corporate blog or corporate blog is defined as the (or ) Blog of a company.
Blogs are relatively new as communication tools by companies. Especially U.S. corporations use them, but they are also spread in Germany more and more.
Corporate Blogs occur in different forms and can have different function. Characteristic of corporate blogs is that they are used to track communications or marketing objectives of the company. They are usually done by a company's employees. In the U.S. it is common to all business-related blogs, maintain the staff to be among the corporate blogs. Are not always clearly branded corporate blogs because some employees understand their blogs rather than private or company first cautiously experimenting with the communications device, so do not want to damage its brand.
Corporate blogs can be used in both internal as well as external communication.
- 2.1 Literature
- 2.2 External links
- 2.3 See also
Species
Ansgar Zerfaß, University Professor in the Department of Communication Management and Public Relations at the Institute of Communication and Media Studies at the University of Leipzig, corporate blogs differs by function:
Knowledge Blogs
Knowledge blogs are primarily used in the intranet and serve as storage experience of the organization. Employees conduct personal journals. You can then access each other on the knowledge of other employees, comment on it and communicate with the author of the blog.
Meeting Blogs
Meeting Blogs log the contents of meetings or meetings and can be either closed or open out via password and organized.
Service Blogs
With service - Blogs customers are given additional information about the products and to allow them to make suggestions for improvement.
Campaign Blogs
Campaign Blogs are temporarily created and are a PR or advertising campaign support - for example, certain topics and attract attention even before its launch. A campaign blog action of the Coca-Cola company was in the 2006 Football World Cup in Germany, an international blogger for Rent in Berlin.
Featured Blogs
With the help of themed blogs, companies can demonstrate their competence in relevant areas, such as if a pharmaceutical company operates a blog about general health topics. Especially for smaller providers and consulting firms to offer themed blogs on the profiling.
Product and brand blogs
The focus is on product blogs the product itself, with brands blogs brand. Thus, they resemble most closely the traditional advertising.
Project blogs
Such blogs are created specifically to work with suppliers, trade partners or internally to support the work on a special project and documented.
Customer Relationship Blogs
Customer Relationship Blogs are used to create a community that will bind to the brand.
Crises blogs
Crises blogs serve as a quick reaction to company crises that trigger eg accidents or product defects.
Especially prominent are the so-called CEO or executive blogs: Here written by members of the Company's Board a personal name featured blog. The most famous are the blogs of Robert A. Lutz, Vice-Chairman of General Motors, Martin Varsavsky of FON and Jonathan Schwartz, CEO of Sun Microsystems. For crisis communications also serve corporate blogs that invite critics to dialogue. BASF Plant Science has received for the blog " dialog Amflora " for genetically modified potato Amflora in 2011 PR Report Award and the German Prize for online communication.
The counterpart are so-called Employee blogs, weblogs, write the company's employees. Here you can get ordinary people the opportunity to blog, the company does not intervene where possible and only provides the technology and the space available on the internet.