Corporate Blogs: Ways of Use and Challenges
This week I found a very interesting professional article of Dr. Ansgar Zerfaß – who is also an expert on the topic ‘Corporate Communications’ – about the different ways of use of corporate blogs and the challenges of corporate communication. He’s describing the weblogs from the perspective of the corporate communications department.
"The fast increase of significance of social software (weblogs, wikis) and the linked forms of communication on the internet are meeting an ambivalent response in the companies.[…] It is highly visible that in particular the easy availability of weblogs and the dense network of the worldwide blogosphere has changed the framework of communication fundamentally. Numerous examples from all over Europe are showing that very explicit. Now it is time to analyse weblogs not only from the perspective of journalism and media-development but also from the point of view of communication management."
His approach regarding classification of the different ways of use of blogs is very interesting: pretty extensive and also splitted in different areas in a matrix (internal communication, market communication, PR).
"The competition for attention amongst the users has already begun – a good weblog-strategy is essential."