Corporate Blogging Survey 2005

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July 28, 2005

Blogging is better for bigger companies

When I recently visited Babson College to give a presentation on the value and benefits of corporate blogging Dr. Grewal asked a question about the legal implications of blogging for larger companies. From that discussion Stephen Turcotte and I chatted about the relative benefits of corporate blogging for larger and small companies. Stephen argued blogging is actually better for smaller companies and I thought in some ways blogging represents more opportunities for larger companies, here’s why I think that corporate blogging represents a bigger opportunity for a larger company.

* Larger companies have more people to blog – the discipline required to write on a regular basis is rare amongst bloggers, see this article about the scarcity of blog posts at Microsoft & IBM.
* Aggregating blog content is one way larger companies can use the power of many customers – both Microsoft and Macromedia are using this technique with their blogs.
* A larger company faces more challenges in presenting a human face to customers than a smaller company – when your just a cog in the wheel there’s less incentive to make a difference, blogging gives big companies more opportunities to build direct connections between employees and customers.
* Larger companies have existing customer bases; their customers are already interested in communicating with the company.
* Big companies by leveraging their larger employee base will be able to have a bigger impact on their community.

Posted by johncass at July 28, 2005 12:24 PM

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John, I think we're both right. You can see my rationale here...

Posted by: Stephe Turcotte at August 2, 2005 11:10 AM

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