Corporate blogs are giving established companies and obscure brands alike the ability to connect with their customers on a more personal level, build trust, collect valuable feedback and foster strengthened business relationships. More importantly, these companies are enjoying tangible returns in their blogging investment in the form of increased sales, partnerships, business opportunities, press coverage and lead generation.
Blogs are actually an efficient and fast way to have discussion with customers, share tips or even collect the feedback from them. It may then return with the continuous performance improvement of the company.
A successful corporate blogging may lead to the increase in sales, better performance and also closer relationship with either the customers or the business partners. Blogging is relatively much more cheaper as compare to other communication strategies. Therefore, it becomes more common within the organization as new marketing communication tool.
Definitely, corporate blogging also have some limitation. In most if the case, people may be talking out of the topic or may use blogs to comment negatively about the company which can lead to bad publicity. Besides that, if a blog failed to comply with all applicable local, national and foreign requirements for doing business, it can lead to legal liabilities. When the degree of openness is low in the organization, the blog tends to represent an anonymous corporate identity.
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