The World of the Business Blog
One of the biggest questions that centers around the blog is about how and why it crossed over from a largely personal diary to a vehicle of the businesses world. It’s worth taking a moment or two to look into the notion that is held by some in the dot.com world that the term corporate blogging is an oxymoron and why that philosophy has been proven false.
The first thing that needs to be considered is the fact that for the thousands of people who work with the technology surrounding the Internet or in the business that surrounds it, the lines are blurred. The Internet became more immediate and accessible with the advancements that came along, and that meant that the possibilities that came with it were being explored by a variety of different people. This meant that both the techies and the business people were getting involved.
The second reason for this boom has everything to do with accessibility. When this factor was coupled with the some other devices that were able to interface with the Internet like cell phones, it became clear that a whole new base of customers could be accessible to business queries for several hours a day or more. It became very apparent that blogs, when used as a communications channel, would thrive in an environment like this. Soon what started out as a kind of personal diary showed that it could be used for a variety of different applications, and that it could be a vehicle for what was coning to be known as ecommerce as well.
The third reason for the rise in blogs in the business world revolves around a much more somber note. After 9/11, blogging took off as a form of all kinds of communication as the blog often worked where the more traditional email failed. That was the day that many of the experts in the field point to as the one where all the boundaries were blurred from political to social, from the local to the global.
Regardless of the history of the business or corporate blog, the art of blogging is here to stay in the world of Internet business and this form of marketing has evolved so that there are generally two styles of business blog that are widely accepted. The internal blog that sits secured behind a firewall is the first of these and the more common is the second variety, the one that’s open on the Internet for anyone to read.
Of course, the big difference between the two lies in the fact that the first variety is meant for internal consumption only. For that reason, the experts in blogging suggest that you start here if your business is large enough to support this kind of internal posting. They point to the fact that this is a good place to start deciding on what works and what doesn’t before moving into the more public domain. External blogs were generally considered a second wave for this technology and the experts saw that they were able to carry on and do several other things that the internal ones could not.
For example, the external blog is seen as a great way to publish the kind of company news that a company wanted the general public to know about. As well they are considered a great place for feedback about a new product or service and a new breed of marketing material. You’ll also need to make the distinction between corporate blogs and those written by your employees that are much less formal and structured.
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