When we had our OrCom142 class with Sir Barry, he made us organize a miniseminar on New Media which included Intranet, RSS, Podcasting, Wikis and Corporate Blogging.
The topic that was assigned to us was Corporate Blogging. We first researched on the topic, but the information that we gathered still wasn’t enough so we interviewed two corporate bloggers. I rummaged through my old notes and luckily, I found my interview scribbles. Big thanks to the interviewees for giving us sufficient information for the miniseminar (and for this post! ) 
Brief History
Blog came from the words web and log – a web log is used to monitor the progress of a company’s internal project (as far as I can remember.) Then eventually, the term ‘blog’ was coined.
Technology prompted the existence of blogs. Before, organizations only used press releases to provide information. But the use of internet opportunities increased. Ten to 20 years ago, it used to be dial-up. Then, DSL emerged giving internet users faster and easier connection with a very low cost. This allowed people to reach more people. And one doesn’t even need to own his or her own PC since there’s always an internet café somewhere.
Status Quo: Inbound vs Outbound Marketing
Outbound marketing refers to the use of traditional media in marketing like the use of mass media.
Outbound marketing = You find your audience
Inbound marketing refers to the use of new social media like blogs, profiles and search engines.
Inbound marketing = They are finding you
Today, outbound marketing is considered to be just 10% and inbound marketing is 90%.
What is Corporate Blogging?
Basically, it is a blog focused mainly on a company or business. (this is the simplest that I can give )
Its Objectives
A corporate blog aims to:
1. provide additional information
2. give an update about a new product/technology
3. venue to answer questions/comment on products or services
4. reach more people through online presence
5. feedback mechanism
6. build a good image
7. engage customers in a conversation
Types of Corporate Blogs
1. Internal blogs – “what’s going on”
- contain company events, announcements, updates, etc. which are not accessible to the public
2. External blogs – purpose is to inform an make an impression on the reader since it is open to the public
Other types*
1. CEO blog
2. Marketing blog
3. Engineering blog
*blogs that have specific targets
Advantages
Generally speaking, a blog is beneficial because it is easy to set up and more efficient. It is more efficient in a way that you give information that needs to be given out like promotions and marketing, and people can comment, plus other people can view these comments. It is search engine friendly so your company is accessible. Also, you get new customers online and even connect with other competitors.
But more importantly, corporate blogs create personal relationships and more one-to-one personal conversations with people, whether they are consumers or not. It makes conversation easier and it is like having direct communication with your company.
The Catch
Since blogs are open to anyone who uses the internet, they are certain drawbacks to be considered. First, it can expose a lot of things, which might inadvertently reveal information about the company. Second, it sets up the company to questions/comments/interpretations – which can be linked (competitors, privacy issues, spam). Third, it is in danger of harassment by being hacked. And fourth, it raises legal issues because a company will always be held liable for what is posted in the blog.
Corporate Blogging in the Philippines
In the Philippines, corporate blogging has only been introduced for more or less three years ago. Many Filipino companies still do not fully understand and realize what blogging is and how helpful it can be to their businesses. There are existing blogs in the Philippines which are being used to sell products, but they are still pseudo-personal and pseudo-business blogs.
Edge over other social media
Corporate blogs are easier and to control and more manageable because you can choose what to post and what not to post, plus you can filter messages. Another is flexibility – you can add, delete and edit the content, so it stays updated. They also have their long term benefits because people will keep going back to your blogs.
*Credits to our Miniseminar in Corporate Blogging (OrCom142). This post will not be possible without it.
oh yeah, i remember that mini-seminar. i think i still have your handout. haha.