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Author(s):
Luisana Milazzo
Date:
22.07.2009
Person responsible:
Luisana Milazzo
Language: English
Company Blog
Term Paper
Ma s t e r i n B u s i n e s s C o n s u l t i n g
Ho ch s c h u l e F u r t w a n g e n U n i v e r s i t y
S umme r S em e s t e r 2 0 0 9
P r e s e n t ed T o :
P ro f . D r . He ind l
P r e s e n t ed B y :
L u i s a n a M i l a z zo
Ma t r # 2 3 2 5 0 2
S u b : E B u s i n e s s T e c h n o l o g i e s
C o m p a n y B l o g | 2
CONTENT
1 Introduction ....................................................................................................................................................................... 5
2 Corporate blog´s ............................................................................................................................................................. 6
2.1 Purpose of the business blog ........................................................................................................................... 7
2.1.1 Tell the news ..................................................................................................................................................... 8
2.1.2 Insight into the process ................................................................................................................................. 9
2.1.3 All about the personality .............................................................................................................................. 9
2.2 The bad, the good, and the better .............................................................................................................. 10
2.2.1 The risks of business blogging ................................................................................................................. 10
2.2.2 Tangible benefits ........................................................................................................................................... 10
2.2.3 Intangible benefits ........................................................................................................................................ 11
3 Blogging platforms ....................................................................................................................................................... 12
3.1 Hosted platforms ............................................................................................................................................... 12
3.1.1 Blogger .............................................................................................................................................................. 12
3.1.2 WordPress.coM .............................................................................................................................................. 12
3.2 Locally installed platforms .............................................................................................................................. 13
3.2.1 Textpattern ...................................................................................................................................................... 13
4 Money Blog ..................................................................................................................................................................... 14
5 Blog examples ................................................................................................................................................................ 15
6 Conclusion ....................................................................................................................................................................... 16
7 References ....................................................................................................................................................................... 17
C o m p a n y B l o g | 3
FIGURES
Figure 1. Elements of a blog ....................................................................................................................... 6
Picture 2. Forum and Blog differences ................................................................................................... 7
Figure 3. Example of a Product announcements blog ......................................................................... 8
Figure 4. Example of a Technology support Blog .................................................................................. 9
Figure 5. Example of a personality company leader blog ................................................................. 10
Figure 6. Blogger home page .................................................................................................................... 12
Figure 7. Wordpress interface .................................................................................................................. 13
Figure 8. Textpattern home page ............................................................................................................ 14
Figure 9. Money Blog options ................................................................................................................... 14
Figure 10. Google Adsense example ...................................................................................................... 15
C o m p a n y B l o g | 4
I accept this paper was written by me, Luisana Milazzo, and all the information contained
is cited with the proper sources.
C o m p a n y B l o g | 5
1 INTRODUCTION
The most important events during Blogging timeline history began on December 1997 when
Jorn Barger invents the term web log. Then on July 1999 Pitas started the first free build-
your-own blog web tool. In the same year a month later Blogger is made public and
becomes the most popular web-based blogging tool and Blogging became popularized with
Internet users.
In the next decade, specifically on December 2004 Merriam-Webster pronounce blog the
“Word of the Year”. One year later, a predictable $100 million importance of blog ads were
sold. The blogging occurrence has grown with the same fast as many other technological
innovations. And like most trends, blogs are new enough to be hip.
The potential of blogs as tools for achieving the corporate objectives have not only be
considered within the area of communication but also in other areas such as HR, marketing
or development projects.
Web-based publishers can deliver the news instantly and anyone can answer just posting a
comment.
2 CORPORATE BLOG´S
“A Weblog is a type of Web site
software running in the background
Blogging is easy, and blogging software
required go to a compose screen, t
1 Stock, M. (2009). Guide to Blogging.
C o m p a n y B l o g
´S
Weblog is a type of Web site that is continually updated. Weblogs have a certain type of
software running in the background”1.
and blogging software required frequent site updates.
required go to a compose screen, type something brilliant and click a send
Guide to Blogging. UK: Rowman & Littlefield Education. Figure 1. Elements of a blog
C o m p a n y B l o g | 6
. Weblogs have a certain type of
Only three tasks are
pe something brilliant and click a send button.
In this way we can define a
with the support of a company, to help achieve its corporate objectives.
We can find internal and external blogs.
accessible only from within the company’s network.
Internet for the world to read. These are intended for marketing and for
community based around your products or
Forums and Weblogs
Forums should be remarked when speaking about interactivity. The principal tip is that
although interactivity of a forum can be valuable in itself, it does not intend the personality
that a blog can. Another aspect is the authority of a blog author given the
difference/hierarchy between the blog author and commenter (on the blog and off the
blog).
2.1 PURPOSE OF THE BUSIN
For businesses, blogs are marketing
purpose; it needs to exist for a set of tangible, real
justify its existence.
2 http://www.uwebc.org/opinionpapers/archives/docs/CorporateBlogging.pdf
C o m p a n y B l o g
In this way we can define a corporate blog as a blog published on the Web (
with the support of a company, to help achieve its corporate objectives.
We can find internal and external blogs. An internal blog exists “behind the firewall.” It is
only from within the company’s network. External blogs are made av
world to read. These are intended for marketing and for
community based around your products or brand.2
Forums should be remarked when speaking about interactivity. The principal tip is that
although interactivity of a forum can be valuable in itself, it does not intend the personality
that a blog can. Another aspect is the authority of a blog author given the
difference/hierarchy between the blog author and commenter (on the blog and off the
Picture 2. Forum and Blog differences
PURPOSE OF THE BUSINESS BLOG
For businesses, blogs are marketing medium. A business blog has to have focus, goals, and
purpose; it needs to exist for a set of tangible, real-world reasons that can be quantified to
http://www.uwebc.org/opinionpapers/archives/docs/CorporateBlogging.pdf
C o m p a n y B l o g | 7
a blog published on the Web (blog) by or
An internal blog exists “behind the firewall.” It is
External blogs are made available on the
world to read. These are intended for marketing and for developing a
Forums should be remarked when speaking about interactivity. The principal tip is that
although interactivity of a forum can be valuable in itself, it does not intend the personality
that a blog can. Another aspect is the authority of a blog author given the
difference/hierarchy between the blog author and commenter (on the blog and off the
to have focus, goals, and
world reasons that can be quantified to
C o m p a n y B l o g | 8
Lawlor3 sums up in five words: Who, what, when, where, why. More specifically:
• Who should blog? Who is our target reader?
• What are we blogging about? What benefits do we expect? What needs to be
restricted?
• Where will blogging appear -- on individual blogs, an internal site, or a public
website?
• When will bloggers do the work, and when will the company see results?
• Why are we doing this?
2.1.1 TELL THE NEWS
Product announcements
Verify the product from every viewpoint, possibly buy the product, and then give the rest of
the world a suggestion on whether to buy the product. Example: a small niche of dedicated
auto aficionados whose passion is following the Lenovo products industry.
Figure 3. Example of a Product announcements blog
3 http://www.inc.com/articles/2003/07/bblogs.html
C o m p a n y B l o g | 9
Corporate and industry news
This might be financial statements, product releases, customer success stories, press
coverage, achievements, research, helpful tips, awards, new products and services or any
other bit about the business entity as a whole.
2.1.2 INSIGHT INTO THE PROCESS
A ever more common practice for technology companies is to support internal blogs
discussing advancement, landmarks, dilemmas, and achievements regarding the projects for
which they are responsible. Example: IEBlog (http://blogs.msdn.com/ie)
Figure 4. Example of a Technology support Blog
2.1.3 ALL ABOUT THE PERSONALITY
Sometimes the personality of a company leader is all it takes to make a successful corporate
blog
C o m p a n y B l o g | 10
Figure 5. Example of a personality company leader blog
2.2 THE BAD, THE GOOD, AND THE BETTER
2.2.1 THE RISKS OF BUSINESS BLOGGING
Trade secrets being escaped: if Coca-Cola’s secret formula was available on a blog or
detailed schematics of Intel’s computer chips, or the source code for Windows.
Bad information being spread: The last thing that a company wants is shows to the public
reading false information about the management team, etc.
Tremendously negative response
2.2.2 TANGIBLE BENEFITS
C o m p a n y B l o g | 11
Deliver news faster: the faster medium to make announcements via its website is the
company blog
Gain reader response: the dialog it creates with customers is one of the most inestimable
aspects of handling a blog. Also:
• Blogs can help companies to build relationships with powerful people online who can
generate sales leads.
• Blogs can help improve the impact of unpleasant online reviews or censure of the
organization.
• Blogs are one way to obtain useful feedback and suggestions from customers or
members.
Expand traffic: Few areas of a corporate site are as attracting as the blog. People recognize
that this is where the action lies, and that it offers the best opportunity of finding the hints
of the company.
Increase search engine positioning: Blog posts are indexed highly in search engines for
several reasons: they are recent and concise.
2.2.3 INTANGIBLE BENEFITS
Position the business as an industry thought leader: Blogs help set up the company focus
expertise. If a company writes regularly about its services, process, products the industry,
and even its competition, it will receive itself the status of being a principal theorist in its
field.
Give the company a personality: It’s too easy to ran upwards in the slick marketing copy
prevalent on most business websites, so when readers come across an entire section written
by a real person with a visible personality in the writing style, it can be a refreshing change
of pace.
C o m p a n y B l o g | 12
3 BLOGGING PLATFORMS
3.1 HOSTED PLATFORMS
3.1.1 BLOGGER
Blogger is the blogging tool maintained and developed by Google. The site have well-
designed templates, a simple but powerful user interface, and exceptionally fast publishing
times.(e.g., blog.germanbusiness.com)
Figure 6. Blogger home page
3.1.2 WORDPRESS.COM
Accepted blog software. wordpress.org is the home of the WordPress publishing platform
itself, where people can download installation files, search the forums for help, and learn
about different plug-ins that extend the system’s functionality
C o m p a n y B l o g | 13
Figure 7. Wordpress interface
3.2 LOCALLY INSTALLED PLATFORMS
3.2.1 TEXTPATTERN
One of the significant Textpattern attractions is its well-designed administrative interface.
The system allows for several types of roles and permission levels.
4 MONEY BLOG
There exist a lot of different ways of monetizing your blog.
easy to do, and so open to bloggers of all sizes that they percolate to the top of
monetize your blog list every time: Google AdSense and Amazon Affiliates
4 Potts, K. (2007). Web Design and Marketing Solutions for Busi
C o m p a n y B l o g
Figure 8. Textpattern home page
There exist a lot of different ways of monetizing your blog. “In the category of
open to bloggers of all sizes that they percolate to the top of
monetize your blog list every time: Google AdSense and Amazon Affiliates
Figure 9. Money Blog options
Potts, K. (2007). Web Design and Marketing Solutions for Business Websites. USA: Apress.
C o m p a n y B l o g | 14
In the category of sure things so
open to bloggers of all sizes that they percolate to the top of the
monetize your blog list every time: Google AdSense and Amazon Affiliates”.4
C o m p a n y B l o g | 15
Figure 10. Google Adsense example
5 BLOG EXAMPLES
• Macromedia’s corporate weblog: http://weblogs.macromedia.com/
• Jonathon Schwartz’s executive blog: http://blogs.sun.com/roller/page/jonathan
• IBM’s blogging guidelines
http://www.128.ibm.comdeveloperworksblogsdw_blog_comments.jspablog=351&entry=81328
• GM’s corporate weblog site: http://fastlane.gmblogs.com
• Robert Scoble’s famous blog: http://scobleizer.wordpress.com/
• Feedster’s corporate blogging guidelines: http://feedster.blogs.com/corporate/2005/03/
corporate_blogg.html
• Yahoo!’s guidelines for employees personal blogging (PDF):
http://jeremy.zawodny.com/yahoo/yahooblogguidelines.pdf
• Blogger weblog host: http://www.blogger.com/start
• Wordpress weblog host: http://wordpress.com/
• For more tools and example blogs, please visit the blogging paper page through the UW E-
Business Consortium’s website at http://www.uwebc.org/opinionpapers
C o m p a n y B l o g | 16
6 CONCLUSION
• A corporate blog is a blog published by or with the support of an organization to
reach that organization's goals.
• As of late 2006, about 8 percent of the Fortune 500 companies are blogging in some
capacity, and this number is only growing.
• It is in the best interests of businesses that they look into using company blogs in
order to market and inform about products and services, or even offer information
to the public about the company itself.
• Blogs had advantages over other, older ways of communicating such as e-mail and
websites.
• The success of a business blog depends on several key factors:
• The content and goals of the site need to be well-planned, focused, and consistent.
• The implementation needs to be technically sound with a means for readers to
provide public-facing feedback.
• “Blogs are good for business”, Microsoft chairman Bill Gates
C o m p a n y B l o g | 17
7 REFERENCES
1. BBC. (n.d.). BBC. Retrieved June 22, 2009, from
http://news.bbc.co.uk/2/hi/technology/3734981.stm
2. Cass, J. (2007). Strategies and Tools for Corporate Blogging. USA: Butterworth-Heinemann.
3. Corporateblogging. (n.d.). corporateblogging. Retrieved June 23, 2009, from
corporateblogging: http://www.corporateblogging.info/2004/06/corporate-blog-short-
definition.asp
4. Corporation, M. (n.d.). msdn. Retrieved June 15, 2009, from http://blogs.msdn.com/ie
5. Examiner.com. (n.d.). Retrieved June 21, 2009, from http://www.examiner.com/x-14460-DC-
Social-Media-Examiner~y2009m6d20-Ten-reasons-to-start-a-blog-for-your-business
6. Google. (n.d.). Blogger. Retrieved June 22, 2009, from www.blogger.com
7. Hill, B. (2006). Blogging for Dummies. USA: Wiley Publishing.
8. Inc. (n.d.). Retrieved June 15, 2009, from Inc.:
http://www.inc.com/articles/2003/07/bblogs.html
9. Potts, K. (2007). Web Design and Marketing Solutions for Business Websites. USA: Apress.
10. Stock, M. (2009). Guide to Blogging. UK: Rowman & Littlefield Education.
11. Textpattern. (n.d.). Retrieved June 21, 2009, from textpattern: www.textpattern.com
12. UWEBC. (n.d.). uwebc. Retrieved June 22, 2009, from
http://www.uwebc.org/opinionpapers/archives/docs/CorporateBlogging.pdf
13. Wordpress. (n.d.). wordpress. Retrieved June 22, 2009, from www.wordpress.com
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