'Critical literature review of building successful corporate blogs Essay\r'

'There argon a limited figure of speech of studies investigating the elements that characterize a self-made blog. In their postulate, Cass, Munroe and Turcotte (2005) addressed several issues regarding the creation of no-hit blogs by conducting an online survey and six fount studies. The following ar the questions they attempted to answer: â€Å"Why would a troupe want to start blogging? What makes a blog winning? And how can companies use this type of website to facilitate supreme business growth? ” (Cass, Munroe, & vitamin A; Turcotte, 2005). Their survey consists of 32 questions addressing the questions previously menti aced.\r\nA total of 97 raft 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 in corporal blog. thorn Media, Inc. developed the survey page consisting of 32 questions addressing the questions previously mentione d and interviewed 6 coporate collective blogger. Majority of the bloggers are betwixt the ages 30 and 39. Fifty-two percent of the respondents achieved an undergraduate train and 48% achieved graduate level indicating that most of them are highly educated.\r\nâ€Å"The positions of the bloggers include president (45%), head of section (33%), and staff (22%). Seventy-three percent of the bloggers numerate from companies with 1-100 companies while 19% come from companies with oer 500 employees. ” (Cass, Munroe, & angstrom; 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 in collective blogs provide an get of benefits such as â€Å"quick publishing, thought leadership, structure community, sales and online public relations.\r\n” (Cass, Munroe, & Turcotte, 2005). Results show that bloggers promptly nonic e that their ideas are published quickly plainly the biggest 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 best to handle thought leadership to build a successful blog community.\r\nThey also suggest that companies should encourage their bloggers to make unnecessary more about their products and their services. Also, Cass et. al. (2005) emphasize that â€Å"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 Carl’s (2006) Blogging Success Study. In their study, they time-tested to select and define the elements that constitute a successful corporate blog. They interviewed 20 successful corporate bloggers from divers(prenominal) size of firms and industries. (Cass & Carl, 2006).\r\nThey also conducted case studies explaining how these xx corporate bloggers achieved success. As a solution, these are 5 main factors contribute to a successful corporate blog: â€Å"culture, transparency, time, dialogue, and entertaining writing style and personalization. ” (Cass & Carl, 2006). In the case of Sony Playstation blogspot, wherein the blogspot which was not sincerely that profound in terms of content, and wherein, there were many bloggers til now there were only a few of them whose literary productions really matter and much of the content is around personal or is considered as â€Å"noise”.\r\nThe potbelly stove acted with fluidity and immediately controlled the blogspot, by not pass judgment 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 key points for a corporation to consider in managing favourcapable 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 profound corporate blogspot.\r\nTo 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 set outed to them. On a separate topic, White (2007) also discussed the ideal sort of managing blogs. White suggests that as a corporate blogger, one essential publish on a fastness basis, stay on planned topics, always nutriment 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.\r\n grammatical construction corporate blogs of course takes time and a portion out 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 in spades hit the ceiling. Corporate blogs can be laborsaving in making others see what its culture really by being transparent with their motives behind blogging.\r\nIt must(prenominal) be open in engaging dialogues with customers. Blogs must also contain personal connection surrounded by the writer and the reader. Because of these considerations, set up corporate blogs requires a lot of time. Thus, companies must be able to identify 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 encourage to find oneself how bloggers perceive the notion of corporate blogging.\r\nMoreover, knowing the history o f the development of blogging will help in understanding how and why the public pass judgment blogging as a kind of new and opportune innovation. However, empirical look has not yet been undertaken regarding this matter. Thus, the present study will give an empirical research on the perception of bloggers on corporate blogging to determine their rate of acceptance on corporate blogging.\r\n'