To Blog OR NOT TO BLOG

A cursory look at the corporate landscape reveals that blogging has already crossed the Atlantic and is here to stay. For European corporations using or contemplating setting up blogs, the field is already sown with mines. Ignorance of blogging and a lack of proper ways to handle hostile blogs can b...

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Bibliographic Details
Published inCommunication World Vol. 22; no. 6; p. 35
Main Authors Velkov, Velin, Eiro-Gomes, Mafalda, Duarte, Joao
Format Trade Publication Article
LanguageEnglish
Published San Francisco International Association of Business Communicators 01.11.2005
Subjects
Blogs
Business communications
Communication
Community
Employees
Guidelines
Internet access
Product development
Public opinion
Public relations
Social research
Technological change
Europe
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Summary:A cursory look at the corporate landscape reveals that blogging has already crossed the Atlantic and is here to stay. For European corporations using or contemplating setting up blogs, the field is already sown with mines. Ignorance of blogging and a lack of proper ways to handle hostile blogs can be dangerous. Shaun Wootton, GM of Waggener Edstrom Germany, says blogging presents a tremendous opportunity for companies that wish to establish closer ties with their customers, partners and other constituents, but it must be done in an authentic manner that offers a unique point of view and puts a human face on the brand. There is not an easy answer as to whether the company should start blogging. The first step is to become aware of the potential blogs and other new technologies. If it is decided to start a corporate blog, keep in mind the following points: 1. Monitor the blogs of competitors and key industry media. 2. Integrate blogs into the communication plan.
ISSN:0744-7612