There's an interesting article on the Harvard Business School website, entitled Does Your Company Belong in the Blogosphere? Written by Katherine Heires, it looks at how "skillful blogging can boost your company's credibility and help it connect with customers".
Heires identifies how corporate blogs can achieve the following:
- Influence the public "conversation" about your company: Make it easy for journalists to find the latest, most accurate information about new products or ventures. In the case of a crisis, a blog allows you to shape the conversation about it.
- Enhance brand visibility and credibility: Appear higher in search engine rankings, establish expertise in industry or subject area, and personalize one's company by giving it a human voice.
- Achieve customer intimacy: Speak directly to consumers and have them come right back with suggestions or complaints—or kudos.
She further goes on to say that corporate blogs can deliver benefits, providing they:
- Have a distinct focus and goal
- Feature an authentic voice
- Are open to comment
- Are update regularly
This article should trigger some thoughts, and stimulate discussion, for both those thinking about developing corporate blogs and even those who have already gone down that path.