CORPORATE BLOGGING

A corporate web log is published and used by an organization to reach its organizational goals. The posts are easy to reach and follow due to centralized hosting. As most of the current browsers support RSS, it’s easy to read thro the blog without actually going thro the blog.
Thought there are many different types of corporate blog, they can be mainly categorized as either external or internal.
Internal blogs: An internal blog, generally accessed through the corporation's Intranet, is a weblog that any employee can view. Many blogs are also communal, allowing anyone to post to them. This encourages
 Employee participation
 Free discussion issues
 Acts as a common platform between various levels within the organization
 A sense of communication
The internal blog is very useful, in cases where the participants are indifferent locations across various regions, or having different schedules.
External blogs: An external blog is a publicly available weblog where company employees, teams, or spokespersons share their views. Generally this is used to launch a new product and services, to clarify certain public grievances, etc. A very important thing that happens in this that, not all are allowed to post and also that a good and thorough review happens. They can also offer a more honest and direct view than traditional communication channels. Nevertheless, they remain public relations tools.
Marketers might expect to have product evangelists or influencers among the audience of an external blog. Once they find them, they may treat them like VIPs, asking them for feedback on exclusive previews, product testing, marketing plans, customer services audits, etc. The informality and increased timeliness of information posted to blogs assists with increasing transparency and accessibility in the corporate image.
Off late, blogging by the company CEO is on the rise and becoming more popular.
Till date, there is no such strict rules and regulation as to what should go into and what not into a corporate blog, as its company dependant and product dependant.
Some of the general rules that are to be followed are:-
 Be authentic: - Brands are about trust, and authenticity is the foundation of trust. The observations must be original, real, and actual.
 Be an unmatched resource: - We must post such items in the blog that’s unavailable elsewhere, and also the bloggers must maintain secrecy till the item is released in the market.
 No stopping in between: - What it means is that, once a blog is started, there should be a flow of posts continuously to keep it alive. Else it looses its very existence.
 Relevant information: - We must keep in mind that what ever we post is relevant to the topic we post. Also should have a little connection to the name of the blog.
 Google ranking: - Your Google rank also matters a lot, as the higher rank is valued more than a lower rank website or another blog.
 Keep in touch with other similar blogs: - This is more important to keep in touch with the other blogs or sites that post similar issues, as there can be some posts that might not have been posted by us, or a latest issue on some matters.
 Trust: - Employees must maintain the trust their employer has entrusted on them, cos, when posting there could be a leak of some corporate secrets, that could be published by ignorance or negligence, which can make a credible amount of damage to the product or the company itself. So it would be better to consult others involved in and around the topic if the postings don’t harm or is there any legalities involved.
 Knowledge management: - The Company must keep in mind that although it’s not possible to over deliver the vendors in getting them to know things, their blogs should always keep people knowledgeable about some or the other topics. Over expecting from the other side is also wrong.
There are some of the corporate blogs that have better response than their official sites do. The main point to focus is that, we must be more knowledgeable today than the past. A blog is one that can give a wider perspective on a topic, as there will be postings plus comments on the topics.