by Vishaal S Shah
on Jun 11th, 2007

Fortune 500 companies blog externally!!!

Do you know that more than 5% of Fortune 500 companies blog externally ???

70% of world’s largest companies have already established web blogs by 2006 end.

A corporate weblog (usually termed as blog) 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 IE7) 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.

Internal Blogs

A internal blog, generally accessed through the corporations’ Intranet, is a weblog which any employee can view; many blogs are also communal, allowing anyone to post to them. The informal nature of blogs may encourage:

  • employee participation
  • free discussion of issues
  • collective intelligence
  • direct communication between various layers of an organization
  • a sense of community:

Internal blogs can be used in lieu of meetings (especially when the people involved are in different locations, or have conflicting schedules) and e-mail discussions. Blogs may also allow individuals who otherwise wouldn’t even have been aware of a discussion to contribute their expertise.

Posts and comments are very easy to reach and follow. All current browsers (including Firefox, Opera, Safari and IE7) support RSS technology, which enables readers to easily read recent posts without actually visiting the blog, which is very useful for low-volume blogs.

External Blogs

The primary function of corporate communications/public relations today is network building. External blogs are participatory communication tools that encourage complex and effective discussions and build connections between key audiences. Some corporations use these networks to persuade people to act, to respond to a crisis, or to leverage market conversations and improve their businesses.

Effectiveness of a network depends on

  • Number of users
  • Connection between the nodes

Blogs are particularly well designed to help a corporation exploit both parameters, since blogs are link-heavy and the link is the core technology for making networks visible.

The networked market knows more than companies do about their own products. This new balance of power, where consumers own marketing is aptly named “Consumer generated marketing”. Blogs are not only corporate tools; they are also consumer tools that may help to promote companies who fulfill their promises or attempt to damage those who break them.

Marketers expect to have product evangelists or influencers among the audiences. Once they find them, they treat them like VIPs, asking them for feedback on exclusive previews, product testing, marketing plans, customer services audits, etc.

The business blog can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. It gives businesses an opportunity to show a different side that doesn’t have to be all suits and ties. Business blogs can interact with a target market on a more personal level while building link credibility that can ultimately be tied back to the corporate site.


Whether external or internal, blogs are not new to the corporate world. More than 5% of the Fortune 500 companies blog externally.

Market research done in the first half of 2006 indicated that 34% of large companies had established weblogs. Another 35% planned to do so by the end of 2006, thus bringing the total to nearly 70%.

Here are some of the world’s largest corporates blogging away to glory…

So if you are looking at a corporate blog for your company or one for yourself, well you know whom to contact…ahem…just click on this link ;-)

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