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Business in the Blogosphere: Corporate Blogging

David SchuffDavid Schuff, Joseph A. DeLuca, Brian W. Hamilton

November 2009

Blogging is an increasingly popular tool for organizations to communicate with their employees, customers, and the general public. It is unique in its support for two-way communication and the creation of reader-generated content. This report presents the “state of the art” in corporate blogging through a multi-industry study analyzing the message, audience, and content of 25 organizations’ blogs. We found company-created blogs enable organizations to create self-sustaining communities of customers that both consume and contribute content. Best practices for creating these communities are discussed and illustrated. We also present guidelines for creating internally-focused blogs, such as those intended to foster communication with employees.

Users are more likely to be regular readers of the blog if they contribute comments, and the unique content they generate attracts additional readers.

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© 2011 The IBIT Report, Institute for Business and Information Technology, Fox School of Business, Temple University, Philadelphia, PA 19122, USA. All rights reserved. ISSN 1938-1271.

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The IBIT Report

Editorial Board

  • Bruce Fadem
    Co-editor-in-chief, Retired CIO, Wyeth
  • David Schuff
    Co-editor-in-chief, Professor
  • Kent Seinfeld, Retired CIO, Commerce Bank
    Associate Editor
  • Laurel Miller
    Managing Editor
  • Munir Mandviwalla
    Publisher

Board of editors

  • Andrea Anania, Retired VP and CIO, CIGNA
  • Michael Bradshaw, Executive Vice President and CIO, NBCUniversal
  • Jonathan A. Brassington, Founding Partner and CEO, LiquidHub Inc.
  • Larry Dignan, Editor-in-Chief, ZDnet
  • Niraj Patel, Lending Platforms, CIO, IBM
  • Joseph Spagnoletti, Founder, Spagnoletti & Associates, LLC

IBIT REPORTS

Threats and Opportunities in Geographic Information Systems

Implementing Board Oversight of Cybersecurity

Show Me The Way To Go Home

More...

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