Critical literature review of building successful corporate blogs Essay

There argon a limited number of studies investigating the elements that characterize a successful intercommunicate. In their cultivation, Cass, Munroe and Turcotte (2005) addressed several issues regarding the creation of successful communicates by conducting an online raft and half-dozen matter studies. The following are the questions they attempted to answer Why would a company want to start blogging? What practices a blog successful? And how understructure companies use this type of website to facilitate positive business growth? (Cass, Munroe, & Turcotte, 2005). Their survey consists of 32 questions addressing the questions previously mentioned.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 posted results from respondents who claim that they ran a bodied blog. good sense Media, Inc. developed the survey page consisting of 32 questions addressing the questions previousl y mentioned and interviewed 6 coporate somatic blogger. Majority of the bloggers are between the ages 30 and 39. Fifty-two percent of the respondents achieved an undergrad 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 staff (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 direct 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, impression leadership, twist community, sales and online popular relations. (Cass, Munroe, & Turcotte, 2005). Results show that bloggers immediately notice that their ideas are publish quickly but the bigg est benefit for them is thought leadership and sharing 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 trounce to discuss thought leadership to build a successful blog community.They also suggest that companies should encourage their bloggers to write more about their products and their services. Also, Cass et. al. (2005) strain 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 Success 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 explai ning how these twenty corporate bloggers achieved success. As a solution, these are 5 main factors contribute to a successful corporate blog culture, transparency, cartridge clip, dialogue, and entertaining writing style and personalization. (Cass & Carl, 2006). In the case of Sony Playstation blogspot, wherein the blogspot which was not rightfully that good in terms of content, and wherein, there were many bloggers yet there were only a few of them whose writings really matter and more than of the content is somewhat personal or is considered as noise.The breadbasket acted with fluidity and immediately controlled the blogspot, by not accepting topics which the company has already addressed. In an article by Mark White (2007) a blog consultant 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, previous thinking, developing, and giving options as some points which a corporation has to live up to in order to have a good corporate blogspot.To aver manageability of some corporate blogspots, it is important that the corporate executives themselves read what is scripted on the blogs and innovate and manage the blogs which are presented to them. On a burst topic, White (2007) also discussed the ideal way of managing blogs. White suggests that as a corporate blogger, one moldiness publish on a ceaseless basis, stay on planned topics, always keep readers in mind, impart blog titles attractive in all senses, cite mentions of other cites, make sure that spelling and grammar are well, check back planning documents, reference foundation articles, and encourage follow ups to comments.Building 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 within the blogs, the blogspace would mean a lot for the corporations as benefits would definitely hit the ceiling. Corporate blogs can be helpful in making others see what its culture really by being naive 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, conniption up corporate blogs requires a lot of time. Thus, companies must be fitted to identify the person or persons who will be able to feed enough time in setting up blogs that can be trusted not only by customers but by their co-workers as well. These studies help to receive how bloggers perceive the notion of corporate blogging.Moreover, knowing the archives 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, confirmable research has not yet been undertaken regarding this matter. Thus, the present study will shake off an em pirical research on the perception of bloggers on corporate blogging to determine their rate of acceptance on corporate blogging.