Friends with Benefits

Entering the Blogosphere: The Basics of Launching a Corporate Blog

Companies often try out Web 2.0 and social media marketing by writing a blog or publishing a podcast or videocast. Corporate blogs can be the perfect introduction to the world of social media because they offer more control than any other social media tool. Think of a typical corporate blog as a literal soapbox on a street corner. Even though passers-by—your readers—can talk back, corporate bloggers have an elevated position from which to speak. Plus, bloggers can choose not to publish certain comments or can turn off comments altogether! They're in a position of power. The relationship of blogger to reader is more traditional, or top-down, and less democratic than in a number ...