Corporate Blogging

Corporate blogging seems to becoming more mainstream

Thanks to Sitepoint, I came across Waitrose’s MD’s blog, a good review about it together with some recommendations on corporate blogging can be found here.

One of the biggest pitfalls such corporate blogs have is if they sound too much like marketing talk or look like being too selective with their comments. As the article stresses, a corporate blog needs a few ingredients to make it successful:

• choice of topic: ready audience and relevance to your business;
• credibility: have someone important blogging;
• regular postings;
• have something important to say.

The article falls short on looking at the possible benefits such a corporate blog can have. On Sitepoint, it’s being argued whether it is a means to connect better with the public and build authenticity.

Such a blog provides the organisation with a face, something to relate to. It also provides a two-way communication stream. All this together can support the building of lasting relationships with your supporters, and help develop trust.

So, what stops you from using blogs?