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.
© 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.