The Case for Corporate Blogs

With a growing number of companies enthralled with Twitter and its value as a communications, marketing and sales tool, it is easy to dismiss blogging as a part of a social media arsenal.

This is not surprising given Twitter is:

1. The hottest social media service with 44 million unique visitors in June, according to comScore – more than 1,000% growth since June 2008. (For more, check out TechCrunch.)

2. Easier than blogging given it’s limited to 140 characters (or less), so an update can be done in minutes, if not seconds.

3. A fast way to build community and establish relationships with thousands of people given the power of following/followers.

The reality, however, is that blogging is still a powerful and effective corporate communications vehicle.

Unlike Twitter, which consists of “info bursts”, blogs offer companies ways to provide insight, perspective and intelligence. With a blog, companies can provide relevant and useful interesting information that provides value to a variety of constituents – customers and potential customers, employees, suppliers and investors.

Blogs also provide the opportunity to have real conversations in an open forum in which issues, trends and new developments can be discussed.

Sure, blogs take longer to write because they require thought and the ability to write effectively but this should not taken as a negative.

In a recent article by Clay McDaniel, he provides a compelling case for the corporate blog. In a succinct and effective summary, he writes that:

“Twitter hasn’t killed the blog, just as the short story hasn’t destroyed the novel and the compact car hasn’t eliminated the pick-up. There are different tools for different purposes, and in this case the goal remains the same: knowing which blog tools are right for the job and, more importantly, how to use both blogging strategies harmoniously to create a lasting relationship with your customers and broader stakeholder communities online.”

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