Beat of Passion

Corporate Blogging: A new marketing communication tool for companies


Many people may ask what is corporate blogging?
Corporate blogging is a great marketing tool and Wikipedia simply define a corporate blog is published and used by an organization to reach its organizational goals. Nowadays, many organizations have started to create their own corporate blog, but how can a particular organizational goal be achieved by just using a corporate blog?

A corporate blog is used to disseminate all sorts of information about the organization; this includes organizational goals for that particular year, any news update of the company, latest news or information about some new launched product or events and etc. For instance, the top management posts the date, venue and time of the company’s annual dinner and they may also request all employees to give some feedback if they can attend. Corporate blogging allows potential customers, suppliers and staff to easily get tracked of a company recent news and event.


There are basically three types of corporate blogging : Internal blogging, External blogging and CEO blogging.

1. Internal blogging – It’s generally accessed through the corporation’s Intranet and it is also a weblog which allows every employee to view. Internal blogging may not be as formal as the external and CEO blogging and this informal nature of blogs may encourage employee to participate more, free discussion of possible issues, collective intelligence and lastly, a direct communication between various layers of an organization.

2. External blogging – It’s a weblog which publicly available to employees, teams, or spokespersons to share their views. It is more likely to be used by the organization to announce when their new products and services be launched, explain and clarify policies, or to react on public criticism on certain issues. In some corporate blogs, all posts go through a review before they're posted. Some corporate blogs, but not all, allow comments to be made to the posts.

3. CEO blogging – Blogging among CEO is getting popular in the recent years. CEO blog is meant for a weblog whose the blogger is only CEO of the organization. CEO can use their personal blog to announce the future planning of the organization.
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There is a very well-known corporate blog in Malaysia-http://blog.airasia.com/. This corporate blog consists of many elements, for instance, customers can give whatever feedback which they think it’s important for Air Asia to improve on it, or, anyone is welcome to share their travel experiences in the blog so that people may get to know more information and ideas on where to travel next time.