Critical literature review of building successful corporate blogs Essay

There be a limited derive of studies investigating the elements that characterize a favored blog. In their study, Cass, Munroe and Turcotte (2005) addressed several issues regarding the creation of successful blogs by conducting an online survey and six case studies. The following are the questions they attempted to answer Why would a companion want to start blogging? What makes a blog successful? And how can companies use this type of website to facilitate lordly business growth? (Cass, Munroe, & Turcotte, 2005). Their survey consists of 32 questions addressing the questions previously menti nonpareild.A total of 97 people took the survey, 75 of which are bloggers and 22 are non-bloggers, 77% of which are male and 23% are female. However, they only post results from respondents who claim that they ran a somatic blog. Backbone Media, Inc. developed the survey page consisting of 32 questions addressing the questions previously mentioned and interviewed 6 coporate incarnate blo gger. Majority of the bloggers are among the ages 30 and 39. Fifty-two percent of the respondents achieved an undergraduate level and 48% achieved graduate level indicating that most of them are highly educated.The positions of the bloggers include president (45%), head of department (33%), and round (22%). Seventy-three percent of the bloggers come from companies with 1-100 companies while 19% come from companies with over 500 employees. (Cass, Munroe, & Turcotte, 2005). These percentages of bloggers indicate that small, medium and large companies have been influenced by the blogging innovation. Results of the survey indicated that respondents believe that corporate blogs provide an array of benefits such as quick publishing, thought leadership, building community, sales and online public relations. (Cass, Munroe, & Turcotte, 2005). Results show that bloggers immediately notice that their ideas are print quickly but the biggest benefit for them is thought leadership and sharin g of ideas. The interviews and the case studies provided guidelines for other companies in creating a successful corporate blog. According to Cass et. al. , since thought leadership is thought to be the biggest benefit provided by corporate blogs, it is best to discuss thought leadership to build a successful blog community.They also apprize that companies should encourage their bloggers to write more(prenominal) about their products and their services. Also, Cass et. al. (2005) emphasize that new ideas should come from both the blogger and from customers. A more recent study addressing the issue on creating a successful corporate blog is Cass and Carls (2006) Blogging achievement Study. In their study, they tried to select and define the elements that constitute a successful corporate blog. They interviewed 20 successful corporate bloggers from different size of firms and industries. (Cass & Carl, 2006).They also conducted case studies explaining how these twenty corporate blogg ers achieved success. As a solution, these are 5 main factors contribute to a successful corporate blog culture, transparency, time, dialogue, and entertaining writing course and personalization. (Cass & Carl, 2006). In the case of Sony Playstation blogspot, wherein the blogspot which was not really that plusly in terms of content, and wherein, there were many bloggers til now there were only a few of them whose writings really matter and much of the content is somewhat personal or is considered as noise.The corporation acted with fluidity and immediately controlled the blogspot, by not evaluate topics which the company has already addressed. In an article by Mark White (2007) a blog adviser in corporate blogging, he stresses some of the important points for a corporation to consider in managing good blogspots. He cites listening, clarity and openness, forward thinking, developing, and giving options as some points which a corporation has to live up to in order to have a goo d corporate blogspot.To maintain manageability of some corporate blogspots, it is important that the corporate executives themselves read what is written on the blogs and innovate and manage the blogs which are presented to them. On a separate topic, White (2007) also discussed the ideal way of managing blogs. White suggests that as a corporate blogger, one mustiness publish on a regular basis, stay on planned topics, always financial backing readers in mind, make blog titles attractive in all senses, cite references of other cites, make convinced(predicate) that spelling and grammar are well, check back planning documents, reference foundation articles, and encourage follow ups to comments. structure corporate blogs of course takes time and a lot of effort and patience, but as long as corporate executives are managing the blogspace efficiently, and there is control over the content as well as the topics in spite of appearance the blogs, the blogspace would mean a lot for the co rporations as benefits would definitely hit the ceiling. Corporate blogs can be laborsaving in making others see what its culture really by being transparent with their motives behind blogging.It must be open in engaging dialogues with customers. Blogs must also contain personal connection between the writer and the reader. Because of these considerations, backcloth up corporate blogs requires a lot of time. Thus, companies must be able to order the person or persons who will be able to devote enough time in setting up blogs that can be trusted not only by customers but by their co-workers as well. These studies attend to determine how bloggers perceive the notion of corporate blogging.Moreover, knowing the history of the development of blogging will help in understanding how and why the public accepted blogging as a kind of new and advantageous innovation. However, empirical question has not yet been undertaken regarding this matter. Thus, the present study will give an empiri cal research on the perception of bloggers on corporate blogging to determine their rate of acceptance on corporate blogging.