Defining “Corporate Blog”? « KingNils : corporate communication | social media

Defining “Corporate Blog”?

Together with Urs we have been thinking of a valid definition of a “Corporate Blog”. On the Commetrics-Blog he tries to differentiate different kinds of corporate blog engagements, e.g. in order to separate event blogs or blogs run by employees that are not directly controlled by the company. Here the current status:

“A corporate blog is run on behalf of a company to promote or discuss the company’s products/services, strategy or processes. As well, the company features prominently as the initiator of the content and has the full copyright to all content published on the weblog. Furthermore, a corporate blog is updated regularly and used as one of the firm’s permanent online communication channels.”

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Tags: Blog, Blog Science, Management

This entry was posted on Dienstag, Oktober 7th, 2008 at 10:27 and is filed under Strategy-Web.

Addy

Somehow, Im not quite comfortable with the word "permanent" in the definition. I mean, blogging is evolving as we speak/write. Now we have micro-blogging - shorter version of a full blog - nevertheless, it can still lead the reader to follow up the full entry on the blog itself after knowing about it on microblogs such as Twitter. So, blogs are quite adaptable, changing, flexible. The term 'permanent' makes me think of the blog somehow being 'forced into' playing a part in the company's comm channels. It may or may not be a permanent fixture, my point is it's constantly evolving online. The fundamentals will remain the same, the message, the intent, etc. but the shape and form may change. What do u think?