Corporate blogging. November 15, 2008

Corporate blogs are outlets for company employees or spokespeople to share information with the public. Although blogs are used to further a company’s communication goals, they are very different than company Web sites. Blogs do provide much of the same information distributed in company press releases or on company Web sites, but the discerning factors are the tone in which the information is presented and the fact that blogs encourage two-way dialogue.

 

Companies use blogs to:

• give themselves a “face.” Most of the information provided on a company’s Web site or distributed in press releases and company statements often carries a “business” tone.
• open the lines of communication with their audience. Many blogs allow for readers to post comments and interact with other readers. Companies can monitor the dialogue that is happening.

 

There are lots of other benefits of corporate blogging: to continually provide fresh content to readers, to increase Web presence, or to increase credibility.

 

Check out Sephora’s “Beauty and the Blog” to see all of this in action: Sephora’s blog.

 

This is a great company blog directed at “beauty junkies”-women who are constantly testing out the newest products and who are in touch with the variety of beauty products on the market today. (Yes, I am guilty!!)

 

The blog provides a lot of information on the products sold at Sephora. Some posts inform readers of new product launches and provide links to the official Sephora Web site for purchase information. Other posts inform about various Sephora products and writers detail their experiences with the products-pictures of staff wearing the items typically accompany. The blog is topped off by guest entries and accounts of staff meetings with makeup artists.

 

The style and tone of the blog make it seem like a girl talking to her friend. The blog may seem like fun commentary about makeup, but it actually provides a wealth of information about Sephora as a company and the products it sells.

 

By explaining how to best use the products, Sephora bloggers are making the products relevant to their readers. Instead of just providing information about what the product is and what it is used for, Sephora bloggers are telling readers how to make the product work for them. Also, by providing links to Sephora.com, Sephora bloggers are encouraging readers to visit the site to purchase products mentioned on the blog. Not only that, they are encouraging readers to browse the site to learn more about the company and other products available.

 

As with every form of new media, corporate blogging has its downfalls. One problem is that people could be very aware that the blog is a tool used for public relations. Although blogs appear a little more real, they do serve to promote. Going through Sephora’s blog is fun-I’m one of many who enjoy checking out the latest fashion and makeup trends. However, I know that what I’m reading ultimately is trying to sell me on the products. What do you think?

 

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Currently listening to: “Sounds So Good” by Ashton Shepherd (Sounds So Good, 2008)