Corporate blog

from Wikipedia, the free encyclopedia

A corporate blog or company blog is the (or) blog of a company .

Weblogs are relatively new as a communication tool for companies . US companies in particular use them, but they are also spreading more and more in Germany .

Corporate blogs come in different forms and can have different functions. It is characteristic of corporate blogs that they are used to pursue the company's communication or marketing goals. They are usually run by employees of a company. In the US , it is common practice to include all business-related blogs that employees maintain as corporate blogs. Corporate blogs are not always clearly branded because some employees tend to see their blogs as private or the company initially carefully experiments with the communication tool and does not want to damage its brand.

Corporate blogs can be used in both internal and external communication.

species

The following important information is missing from this article or section:
According to which criteria does Zerfaß make this classification, is there any overlap, etc.?
Help Wikipedia by researching and pasting it .

Ansgar Zerfaß , university professor in the Communication Management and Public Relations department at the Institute for Communication and Media Studies at the University of Leipzig , distinguishes corporate blogs according to their function:

Knowledge blogs

Knowledge blogs are mainly used on the intranet and serve as a store of experience for the organization . Employees keep personal journals. In this way, you can access the knowledge of other employees among each other, comment on it and communicate with the author of the blog.

Meeting blogs

Meeting blogs log the content of meetings or meetings and can either be closed or open via a password and organized.

Service blogs

Service blogs are designed to provide customers with additional information on products and enable them to make suggestions for improvement. This information includes, among other things, operating instructions and error descriptions. This enables the customer to solve problems independently, whereby the company can save personnel capacities.

Campaign blogs

Campaign blogs are created temporarily and are intended to support a PR or advertising campaign - for example, occupy topics and attract attention even before the market launch. A campaign blog campaign by Coca-Cola was an international blogger flat share in Berlin as part of the 2006 World Cup in Germany .

Themed blogs

With the help of topic blogs, companies can prove their competence in relevant areas, e.g. E.g. when a pharmaceutical company runs a blog on general health topics. Topic blogs are particularly useful for profiling smaller providers and consulting firms. As an example, the blog of the garden fair Spoga + gafa can be used, on which content on the topic of gardens is continuously published. This example also shows that topic blogs can often overlap with campaign blogs. In this case, the blog replaces a temporary advertising campaign and instead wants to be able to be found over the long term using relevant content.

Product and brand blogs

With product blogs, the focus is on the product itself, with brand blogs the brand. This makes them most similar to classic advertising .

Project blogs

Such blogs are specially created for cooperation with suppliers, market partners or internally in order to accompany and document work on a special project. In addition to a comment function, a calendar is usually also provided to make it easier to make appointments.

Customer relationship blogs

Customer relationship blogs are used to create a community that should be attached to the brand. The area of ​​application is both the B2B and B2C areas, whereby the areas are differentiated in terms of content.

Crisis blogs

Crisis blogs are used to react quickly to corporate crises, e.g. B. trigger accidents or product defects.

Especially prominent are so-called CEO - or executive blogs : Here written by members of the Corporate Executive Board a personal, notably featured blog. The best known are the blogs of Robert A. Lutz , Vice-Chairman of General Motors , Martin Varsavsky of FON and Jonathan I. Schwartz , CEO of Sun Microsystems (not updated since 2012). Corporate blogs, which invite critics to enter into dialogue, are also used for crisis communication. In 2011, BASF Plant Science received the PR Report Award and the German Prize for Online Communication for the blog "Dialog Amflora" on the Amflora potato .

The counterpart are so-called employee blogs , weblogs that company employees write. Ordinary employees are given the opportunity to blog here, the company does not intervene if possible and only provides the technology and space on the Internet.

attachment

See also

literature

  • Eck, Klaus (2007): Corporate Blogs. Company in online dialogue with customers. Orell Füssli Verlag, Zurich ISBN 978-3-280-05222-8
  • Ehms, Karsten: Personal weblogs in organizations. Toys or tools for modern knowledge management? . Dissertation, University of Augsburg, Institute for Media and Educational Technology (imb). April 2010 online .
  • Schneider Dominik: Recipients of corporate blogs: sociodemographic profile, usage behavior, opinion leadership and usage motives VDM Verlag Dr. Müller , Saarbrücken 2008, ISBN 978-3-639-08565-5
  • Wolff, Peter: The power of blogs - opportunities and risks of corporate blogs and podcasting , 2nd exp. Edition 2007, ISBN 978-3-89577-464-5
  • Wright Jeremy: Blog Marketing as a New Way to Customers Redline Wirtschaftsverlag, 1st edition 2006, ISBN 978-3-636-01384-2
  • Zerfaß, Ansgar; Boelter, Dietrich (2005): The new opinion makers . Weblogs as a challenge for campaigns, marketing, PR and media. Graz, ISBN 3-901402-45-4

Web links

Individual evidence

  1. ↑ Corporate Blog. Retrieved March 11, 2020 .
  2. ↑ Amflora Dialog excellent . In: Lots of Ways GmbH . April 15, 2011 ( lotsofways.de [accessed October 5, 2018]).