Corporate blogging is beginning to take off with more business going on-line and creating blogs. The thing with corporate blogs is that they all have their own different agenda or goals they want to achieve through their blog. Depending on what industry a company is in, could determine what their blog is like.
For example, a company who is heavily involved with communications such as broadcast companies, newspapers, radio stations, and so on are more apt to integrate blogging into their company. This is because blogging is part of the “communication field” and those people in that industry are always looking for new ways to reach out to people and how to get news to more audiences. They still have to be reporting accurate news and citing their sources since that is the way of the journalism field.
Their main agenda is to get more people reading about the news through their news outlet. By doing this through blogging, they can create a closer relationship between the readers and news anchors or reporters since blogs tend to create a more personal atmosphere.
In looking at a different company’s perspective, blogging may be looked as more of another marketing tool. It’s another way to reach more potential customers. But some company’s have to be careful about what they say on their blogs—even though it tends to be an informal atmosphere.
A medical company such as one that deals with pharmaceuticals have to make sure they say the correct things about their drugs on their blog or else they could be liable for what they say. In the medical field, things must be worded a certain way and promises can’t be made or else the FDA will be on their backs about it. Their agenda in this case is to get people to buy their medical products. By creating a blog about it, it seems like it’s more of a third-party telling viewers the benefits of them instead of the actual medical company doing so which creates more trust.
Companies involved with the financial field who are blogging, may be doing so to communicate with their customers and encourage interaction and more education about what their company’s services can provide. They must be careful with their numbers because if they report something like an inaccurate percentage rate, their customers could get angry. Essentially their agenda is to get more people involved with their financial offerings and investments.
Every corporation has their own agenda when creating a blog. Corporate blogs should be honest and not fake when they are blogging and should write with the intent of creating a good relationship with the readers. If your corporate blog is stuffy and too informational, then viewers will take it as advertising and won’t be interested in reading your blog in the future. It’s not wrong to have an agenda, but be sure to do it the right way or else your corporate blog won’t do you any good.
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