Having realized the potential and the communication opportunities of a blog, many companies start to appreciate the advantage of an interesting and carefully managed blog. Nowadays, a corporate blog is an inseparable part of companies' target communication channels. It's due to the communication opportunities a blog provides: sharing non-formal and interesting information from company's life. Another great blog communication advantage is the fast feedback it provides – a company managers are able to get more adequate view of what the public opinion about their company is.

Yet, managing a corporate blog is much different and responsible than managing a personal one. Corporate blogging distinguishes for its unique range of challenges and opportunities that should be considered by a company so that it can offer its online target audience a positive reading experience.

That's why, in a series of posts we will go into the reasons for creating and maintaining a corporate blog. We'll present the most common problems authors come across. We'll go thought the current design trends and we'll analyze a few effective corporate blogs.

Purposes of a corporate blog

Probably, the main reason all companies have when creating a blog are the benefits it brings. Since more and more consumers use Internet for consumer research and online shopping, companies have an opportunity to establish a direct connection with their current and future clients.

1.Communication with clients and society

While websites provide great opportunities for corporate communication, blogs can eliminate the obstacles of the formal tone and reserved image. Moreover, a company managers and employees are able to communicate directly with readers. A blog visitors will get the feeling that blog posts are much more personal and emotional and this will be useful for company positive image reassertion.

Those companies who value the blog communication with their target audience show transparency and responsiveness – a qualities  contemporary consumers appreciate most. Thanks to the open exchange of ideas, problems, announcements and events, a corporate blog is able to bring the company closer to its target.

2.Corporate responsibility demonstration

In some cases corporate blogs are not used for indirect consumer stimulation but for presenting the social activities a company is involved in. A blog can be a convenient way for demonstrating social responsible business policy. A good example of can be found in McDonald's corporate blog.

3.Reputation management

The public image management is a major issues for both small and big companies. Since modern communication technologies allow anyone to broadcast online malicious information, blogs have become a powerful defensive mean Blogs can be used in preventing such problems and overcoming the crisis if the situation gets worse. A blog communication possibilities enable companies to respond fast to negative public by starting a frank communication strategy.

4.Product and service promotion

In many cases a corporate blog main goal is to sale more products. A blog can be seen as a valuable tool that can indirctly encourage product/service consumption. Although, some companies find creative ways to sale directly to the final clients their products via the corporate blog.

Some blogs that indirectly encourage consumption, for example, provide contents that shows readers new ways of using a product or explains functions that are not so common. In other cases, products that have to be sold are promoted in banner ads in the blog.

5.Giving CEOs amd employees a chance to communicate directly with readers.

A main corporate blog advantage is the personal style of writhing. Author and reader can communicate and interact informally. Even though a reader don't comment, they will notice that the post is written by a particular and that person can become a good reason for getting in touch with the company.

Blog authors are happy to share their thoughts and information with blog readers and readers are happy when they have chance to get in touch with authors. A corporate blog can add personality to the image of the company which is good for its public image.

To be continued...