BENT1G3 E-COMMERCE WORLD

Corporate blog is a weblog published and used by an organization to reach its organizational goals. They have internal corporate blogs and external corporate blogs.
An internal corporate blogs, generally accessed through the corporation's Intranet, is a weblog that any employee can view. Many blogs are also communal, allowing anyone to post to them.
External corporate blogs are biased, though they can also offer a more direct view than traditional communication channels. However, they remain public relations tools. Company employees, teams, or spokespersons share their views in external blogs. It is often used to announce new products and services, to explain and clarify policies, or to react on public criticism on certain issues. (http://en.wikipedia.org/wiki/Corporate_blog)
The key prerequisites for successful corporate blogs:
1. Informal language
2. Symmetric communication (include using comments)
3. Integration with other media and other content.
4. Clear rules and purpose of publishing(regulations)
Setting up corporate blog often leads to challenges concerning the coordination. They are some challenges of corporate blogging:
1. Most do not receive a lot of traffic: It difficult to hit the marketplace as they wish.
2. May require a lot of time: It take long time to set up and update the blog.
3. Our employees do not represent our brand: Some employees may cast the brand name in the wrong way.
4. Being conversational is unnatural: It is difficult to dictates the voice and spirit of blogs created by employees.
5. Blogger can become more popular than the blog itself.

The advantages of the corporate blog:
1. Leaders can communicate directly with customers, suppliers and investors, as well as employees.
2. Blog give the writer an opportunity to answer critics in a controlled forum.
3. Compared with conference or printed memos to all staff, blogs are highly cost effective.

One of the corporate blog with recently added listing is Coca-Cola Conversations (http://www.coca-colaconversations.com/), authored by Phil Mooney, the historian/archivist for the Coca-Cola Company for last 30 years.