Short for Web Log, it allows someone(s) to post articles easily, and allow others to respond.Blogs are one of the most common forms we can see for two way communication, because they are easy to establish and use. They also allow the owner/publisher the most amount of control over an area.
With many simple platforms and software uses such as Blogger and WordPress, it allows almost anyone to publish articles. In turn, viewers can respond to the articles published, adding their insights, correct and/or contradict the author, or more.
While many blogs are seen, and truly used as on-line diaries, and carry little business weight, several well know businesses are actively using Blogs.
General Motors
Image via Wikipedia
General Motors is one well known company who has turned to blogging to get information out. A business can use it to communicate with external customers as a marketing tool, to promote/solicit new ideas, and share trends and information which they think the media, customers, and even critics might find interesting.
Obviously some information is filtered, to prevent corporate secrets from getting out, but as with any web site, a blog can also be password protected, or put within an Intranet to allow communication from management (executives, product, or project managers) to other staff members.
The biggest issue is of course with Lawyers getting in the way, wanting to “sanitize” everything.
Next we will look at why you might want to look at blogging for your company.
About Walter Wimberly