A corporate weblog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. All current browsers (including Firefox, Opera, Safari and Internet Explorer 7) support RSS technology, which enables readers to easily read recent posts without actually visiting the blog, which is very useful for low-volume blogs.
Although there are many different types of corporate blogs, most can be categorized as either external or internal.
Business blogging is taking off. Companies are using blogs for both internal and external communications, to improve customer relations and improve business processes.
The poll of corporate marketing and communications professionals found that 55 percent of corporations are blogging, with 91.4 percent of those using them for internal communications and 96.6 percent for external outreach. More than half had launched their blogs within the last year.
The expected benefits of external blogs include improved brand recognition and external communications, as well as a vehicle for customer feedback. While 20 percent of respondents expected blogs to generate income, 58 percent expected them to improve rankings in search engine results.
The Advantages of Corporate Blogging
Achieve customer intimacy: Initiate a communication with the customer. Speak directly to consumers and have them come right back with suggestions or complaints—or kudos.
Influence the public "conversation" and “control” it: Make it easy for journalists to find the latest, most accurate information about new products or ventures. In the case of a crisis, a corporate blog allows you to shape the conversation about it. The control part is a huge advantage.
Enhance brand visibility and credibility: Appear higher in search engine rankings, establish expertise in industry or subject area, and personalize one's company by giving it a human voice.
But, most obvious and compelling reason to start and continue a corporate blog is to establish a direct relationship with customers in a context that can build trust over time -- something all the advertising in the world can struggle to accomplish.
For further information, can refer to the following website
http://www.backbonemedia.com/blogsurvey/
http://www.amazon.com/Corporate-Blogging-Book-Absolutely-Everything/dp/1591841259
http://edition.cnn.com/2005/BUSINESS/12/20/company.blogs/
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