Corporate Blog

Cu cateva zile in urma am intalnit pe un blog al unui coleg de-al nostru de breasla cum ca blog-ul corporate ar fi o contradictie de termeni. Bineinteles nu sunt de acord.🙂

Dar sa vedem ce zic altii despre asta:

Corporate blogs split cyberspace

Opinion divided on worth of your company’s latest missive…

When it comes to corporate blogging, readers of silicon.com are split over the value of what they are reading – with a small majority most likely to cast a sceptical eye over your company’s latest missive.

Over a third (37 per cent) of respondents to a silicon.com reader poll think business blogs are not a good way for companies to communicate with customers. But just under a third (32 per cent) disagree – saying corporate blogs can be a good way for corporations to reach out to the people who ultimately pay their wages.

Slightly less than a fifth (17 per cent) of respondents have not yet made up their minds whether such blogs are worth eyeballing or not, while a worrying 15 per cent checked the box next to ‘What is a blog?’ – and may benefit from reading this Cheat Sheet.

Business blogging is a process fraught with potential pitfalls – companies must tread the fine line between revealing too much and losing competitive advantage, and saying too little and being branded boring. Nevertheless, Harvard Business School has come out in favour of it and last year urged businesses to embrace blogging.

A recent silicon.com CIO Jury gave a cautious thumbs-up to the phenomenon, with 10 of the 12-strong IT user panel saying corporate blogs are here to stay.

Steve Clarke, head of internal computing at AOL UK, said: “The informality of blogging enables a business to show a human side that was not possible before and this is likely to gain customer appreciation. However many will find the prospect of an employee publishing their point of view directly to the internet a scary proposition considering how controlling most companies are of their corporate image.”

David Supple, director of IT and creative services at Ecotec, said: “Corporate blogs have a wide variety of uses as an internally focused communication tool – but staff need to place their comments with caution and be mature about what they post otherwise they will wither like so many bulletin boards before them.”

3 responses

  1. Daca e sa vorbim despre relevanta unui blog corporate, am zis ca e bine sa avem si niste cifre in fatza.
    Iar, aici, in stirea de mai sus cred ca sunt cateva date interesante, intr-o mica masura sustinand idee lui Dragos, si anume, aceea ca blogurile nu sunt tocmai o modalitate buna pentru a comunica cu clientii, si de aici probabil ideea de conflict intre termeni. (37% -impotriva, 32% pentru, 17%- nu stiu – mamaaaa ce batalie o sa fie pe astia 17% :D)
    Insa, in acelasi timp, licenta poetica de panaceu deja traseaza ideea spre care s-a lansat argumentarea lui Dragos, una peiorativa si “not open minded”.😐
    Asadar, cum zicea si Bobby, nu consider blogul ca fiind inlocuiitorul metodelor traditionale de marketing ci the next step. In contextul globalizarii, umanizarea corporatiilor prin diverse metode, de la blogging la CSR, nu poate fi decat benefica, atat pentru coporatie cat si pentru consumatori. Acestia vor primi produse mai bune care le vor raspunde nevoilor lor mult mai repede, iar corporatia isi va castiga o buna reputatie.

    Adoptarea blogurilor se va face in mod natural de toata lumea, …e deja un virus. Nu e decat o problema de timp pana cand blog corporatist va fi un instrument mai folost si la noi in tara.
    “Argumentarea specifica” trebuie sa raspunda nevoilor de comunicare ale corporatiilor, iar asta se obs din date-sondaje-poll-uri, nu?
    Din alt punct de vedere, cum zicea iarasi si Bobby🙂, “omul este compania (patronul, investitorul samd)”, iar diferentele dintre blog corporate, blogul unei persoane din companie, sau echipe, sunt diferente semantice intrucat rezultatul va fi acelasi, buna reputatie castigata de corporatie (un oaresicare efect halou).

  2. Asta zic si eu mereu si pe blog si prin alte parti: daca o companie foloseste blog-urile pentru a le oferi “o voce” angajatilor sai, va castiga credibilitate.

    Numai ca noi trebuie sa intelegem cauzele “adevarate” ale schimbarilor pe care le-au adus blogurile in spatiul comunicarii publice.

    Nu sa ne aruncam in speculatii de “guru” ai internetului si sa zicem ca “blogurile corporate” vor schimba modul in care comunica companiile, fara sa avem nici un argument pentru asta.

    Nu orice revolutie e buna (in principiu nu e buna nici una). Nu orice val ne poate duce undeva. In schimb, orice proces de amploarea blogurilor trebuie inteles si explicat “stiintific”.

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