As more companies get into social media, there are many services that can be embraced. In some cases, it makes sense to use a variety of services; in other situations, it's a matter of using a small number strategically.
For many companies, a corporate blog makes a lot of sense even though it may not be as sexy as a Facebook Page or a Twitter account. I see a corporate blog as a powerful and effective platform for the following reasons:
1. It offers a company's target audiences - e.g. existing and potential customers, employees, partners, investors, media, bloggers and analysts - with valuable insight and information, and the opportunity to establish domain expertise and thought leadership.
2. A corporate blog is a good complement to other social media activities because it provides them with content that can be distributed and shared. This can help to attract and engage an audience and community.
3. A corporate blog can also serve as a "content engine" throughout the organization. It can generate content for social media, newsletters, and marketing and sales collateral.
4. A corporate blog can be an effective tool to establish a competitive difference. Having a blog can be a lot of work, which means not every company is going do it. For companies with the interest and commitment to do a blog, there is a significant opportunity to gain a competitive edge.
5. Blogs are dynamic and live vehicles while a Web site is fairly static with information that doesn't change that often. As a result, a blog can provide a Web site with appeal on a regular basis.
6. Google loves blogs because they generate fresh content. For companies looking to boost their SEO, a blog can be an effective and inexpensive vehicle.
7. A good corporate blog can provide a company and its key employees with personality to appeal to customers in a different way. Again, this can provide a competitive edge.
Any other reasons why a corporate blog is a good idea? Let us know by leaving a comment.
(Note: Mark Evans is director of communications with Sysomos Inc.)