Corporate Blogging: A New Marketing Communication Tool for Companies

Currently ,corporate blogging is being used as a new marketing communication tool for companies. A corporate weblog is published and used by an organization to reach its organizational goals. The advantage of blogs is that posts and comments are easy to reach and follow due to centralized hosting and generally structured conversation threads. According to the Wikipedia website, there are some major browsers (including Firefox, Opera, Safari and Internet Explorer 7) support RSS technology, which enables readers to easily read recent posts without actually visiting the blog, which is very useful for low-volume blogs.
Certain corporate blogs have a very high number of subscribers. The official Google Blog is currently in the Technorati top 50 listing among all blogs worldwide.
Marketers might expect to have product evangelists or influencers among the audience of an external blog. Once they find them, they may treat them like VIPs, asking them for feedback on exclusive previews, product testing, marketing plans, customer services audits, etc.
The business blog can provide additional value by adding a level of credibility that is often unobtainable from a standard corporate site. The informality and increased timeliness of information posted to blogs assists with increasing transparency and accessibility in the corporate image. Business blogs can interact with a target market on a more personal level while building link credibility that can ultimately be tied back to the corporate site.