To blog or not to blog …

Posted by on February 20th, 2007 at 3:37pm

There is generally an inefficiency of the Australian corporate sector in understanding or listening to the science behind high technology products and its inability to maximise the efficiency of innovative systems. Listening to technology is standard practice in the United States, however despite all the noise and enthusiasm for blogging, senior executives still don’t really “get” corporate blogging.

Short for ‘weblog’, a blog is a website that combines text, images and links in a kind of personal journal and enable the “blogger” to share news and opinion instantly and worldwide. According to blog search engine Technorati, there are more than 37 million blogs on the Internet today and over 75,000 are being created every day. However, despite being given the means to create an interactive relationship with their clients through blogging, only 8% of corporate executives in the Fortune 1000 list believe that a blog is an effective communication tool.
 
It may be the case that not many businesses actually understand what an internet blog is, but whether they are used to demonstrate expertise, share knowledge, improve customer satisfaction levels, support a product brand or burnish a company’s reputation, blogs should be an essential element of every corporation’s communications strategy.

There is no doubt that blogging is a medium which has grown and will continue to grow rapidly and eventually become very important to corporations around the world.  The implementation of corporate blogging may in fact be an opportunity for corporate Australia to listen to the benefits of technology and become more innovative, and technologically advanced.
 

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