Today’s virtual and globalized working environment finds company CEOs looking at employee engagement as a key challenge. Reaching out to its people in a distributed working environment is done through the global phenomenon – the internet.
The World Wide Web brings closer the physical distances and bridges these distances between people in the communities and the society as a whole. While this method of communication is not yet all pervasive, it is certain to become the basic standard for communication in the future.
Blogs, an abbreviation for “weblogs” are microsites on the web that stand by themselves or are part of traditional websites. A corporate blog is either published by or with the support of an organization in order to reach the organizational goals. External blogs help strengthen relationships with target groups and position the organization as industry experts. Internal blogs on the other hand are used as tools for knowledge management and collaboration.
From politicians to novelists, business pros and aspiring businessmen, everyone seems to be starting a blog. Many large corporations already use blogs to communicate internally to their employees on a regular basis. This helps the organizational heads to cut across hierarchies and deliver their views without the concern of misinterpretation. Blogs are also considered to be a less formal way of communicating with the existing customers, prospective customers and investors. While many of the blogs are authored by individuals, group blogs are also becoming popular in a company setting. (more…)