By a Corporate Blog one understands the Web log of an enterprise.

Weblogs are relatively new as communication instruments of enterprise employment. So far will it is used particularly by American companies, meanwhile finds it in addition, in Germany further spreading.

Corporate Blogs arise in different forms and can have different function. Of Corporate Blogs is characteristic, contrary to other Weblogs used in marketing that they are broken, i.e. that they e.g. carry the Logo of the enterprise or in any way become clearly evident that the enterprise publishes the Web log.

Corporate Blogs can be used both in the internal and in external communication.

Zerfass (2005) differentiates Corporate Blogs according to function:

Knowledge Blogs

Knowledge Blogs are used particularly in the Intranet and to serve as experience memory of the organization. Coworkers lead personal journals can the know-how of other coworkers so among themselves access, this commentate and with the author of the Blogs communicate.

Service Blogs

With service Blogs customers additional information are to products to be given and it them to be made possible to make

Campaigns Blogs

Campaigns Blogs are temporarly put on and are to support a PR or a Werbekampagne. They are to occupy topics and to wake attention before the introduction on the market.

Topic Blogs

By topic Blogs enterprises can prove their authority on relevant ranges, e.g. if a Pharmahersteller a Blog leads to general health topics. In particular for smaller offerers and consulting firms topics offer themselves Blogs for the shaping.

Product and Markenblogs

In the center the product is located, with mark Blogs the mark with product Blogs. Thus they resemble earliest the classical advertisement.

Project Blogs

Such Blogs is created internally particularly to co-operation with suppliers, market partners or, in order to accompany and document the work on a special project.

Customer Relationship Blogs

Customer Relationship Blogs are used for the creation of a Community, which is to be bound to the mark.

Crisis Blogs

Crisis Blogs serve the fast reaction to enterprise crises, which are released e.g. by incidents or lack of product.

So-called CEO or Executive Blogs is particularly prominent: Members of the enterprise executive committee write a personal, in particular to identified calibration width unit Blog. Among the most well-known ranks the Blogs of Bob Lutz, Vice Chairman of general of engine as well as of Jonathan Schwartz, CEO of Sun Microsystems.

The counterpart are so-called Employee Blogs, Weblogs, which is written by coworkers of the enterprise. Here usual coworkers receive the opportunity to bloggen, the enterprise do not intervene after possibility not and make only the technology and the area available in the Internet.

Related links

• The GM-Blog of Bob Lutz
• The Blog of Jonathan Schwartz (Sun)
• The cooperation hereditary log of Frosta
• The undertaking LG0 log of the Kelterei Walther
• List of the "“Top 100 Businesses Blogs"”
• Swiss portals about Corporate Blog "

Sources

Zerfass, Ansgar; Boelter, Dietrich (2005): The new Meinungsmacher. Weblogs as challenge for campaigns, marketing, PR and media. Graz.

Articles in category "Corporate Blog"

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