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The blogging phenomenon has started to make companies view the potential benefits of corporate blogging. They all agree that blogs achieve a mass media effect through the high level of networking in the blogosphere wherein news disseminates very rapidly.

Some industry leaders like Microsoft, IBM, Sun Microsystems and General Motors, to name a few, have dived headlong into corporate blogging. These companies recognize that a blog is an immensely effective yet low cost way to boost corporate communications and marketing objectives and at the same time connect with customers and prospects.

A corporate blog

• makes it easy for readers, be they customers or prospects, to find the latest and most accurate information about its new products and services.
• helps achieve customer familiarity with the company products or services.
  creates trust and builds customer relationships.
• serves as a channel for a company and its customers to meet on common ground and to know each other more.
  allows a company to closely track where and under what condition its products or services are being discussed online.
• allows a company can keep an ear to the ground to hear what is being said about the company and speaking up when the situation calls for it.
• gives a human face to a perceived faceless and detached business entity.
  conjures images of people who are passionate about their products or services and are eager to engage customers and prospects.

It is a risky world out there and the blogosphere is no exception. For companies who are contemplating on setting out into the world of corporate blogging, it is in your best interests to have knowledge of some basic dos and don’ts of corporate blogging.

If a corporate blog can fit your company culture, selecting the individual or employee who will write your blog is doubtless to say the most important decision. An ideal corporate blogger is one who is an expert in his field. He should also write with passion and sincerity. The object of your blog is to engage your customers and prospects in conversation and the most effective way to start a conversation is to be sincere and honest in your blog while writing about topics that are important to your company.

In corporate blogging, goals/missions are of prime importance. For a blog to yield value, it has to be created with specific goals in mind. Some of these goals may be to increase company credibility, enhance customer service and interaction, and give customers a peek of the behind-the-scenes “feel” of the corporate culture, showcase new products or services and more.

Do take time to know your customers or prospects. Find out what your audience care about, what they are interested in. You have to identify what their needs are and what service you can perform for them. To get their attention, work out a way to participate in a conversation credibly.

To be credible, come up with worthwhile content – ideas, insights, news and information. Content need not be long but should be interesting. Corporate blogs should not veer away from its chosen categories or topics. This is not to say you cannot be personal in your blog posts because you should, but the audience you are trying to connect with do not want to read through your blog if it is injected with a litany of personal rumblings.

For a blog to accomplish its mission, do update regularly. Post frequently and consistently, daily or weekly, at least. Do be generous with your links. Linking is one reason why blogging has become a popular online communication medium. The best corporate blogs, more often than not, have lots of links in each blog post.

Lastly, a blog is not a miracle cure. It will not single-handedly turn your distressed company around. Corporate blogging should be incorporated with other marketing and communication tools to achieve desired results.

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