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Corporate Blogging. Alisha Crete Head of Media Relations | World Wildlife Federation. Overview. Corporate Blogging Advantages Disadvantages Competitor Blogs Project Description Objectives Guidelines Costs Summary. What is a ‘Blog’?.

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corporate blogging

Corporate Blogging

Alisha Crete

Head of Media Relations | World Wildlife Federation

overview
Overview
  • Corporate Blogging
    • Advantages
    • Disadvantages
  • Competitor Blogs
  • Project Description
    • Objectives
    • Guidelines
    • Costs
  • Summary
what is a blog
What is a ‘Blog’?
  • A type of social media - frequently updated, personal website
  • Abbreviated version of ‘weblog’
  • Maintains ongoing chronicle of info
    • Focuses on a particular topic
corporate blogging1
Corporate Blogging
  • Blogosphere doubles every 5.5 months
  • Approximately 40,000 corporate blogs exist
  • Benefits
    • Presenting information without filters
    • Amplify marketing messages
    • Allow direct connection with online communities
    • Have more human feel
advantages of blogs
Advantages of Blogs
  • Facilitate direct interaction between company and customers:
    • Manage transparency of company
    • Contain content which reflect current events
    • Generally tell a story
    • Create creditability
advantages of blogs1
Advantages of Blogs
  • Help exposure on the internet:
    • Bypass complicated processes
    • Generate incoming links
    • Lead to increased performance on search engines
disadvantages of blogs
Disadvantages of Blogs
  • Much planning is needed before launch
  • Non-supporters can post negatively
disadvantages of blogs1
Disadvantages of Blogs
  • Corporate blogs fail when:
    • There are no clear objectives set.
    • There are unrealistic expectations and resource allocation for the blog.
    • The writers are not sourcing content for the long term.
    • There is no feedback mechanism established.
competitor blogs
Competitor Blogs
  • The Nature Conservancy
    • Cool Green Science
  • Sierra Club
    • Taking the Initiative
  • Defenders of Wildlife
    • My Yellowstone Wolves
cgs terms of use
CGS Terms of Use

“We welcome and encourage vigorous debate…”

“However, all comments submitted to this blog are moderated…”

“We reserve the right to reject a comment for publication…”

“Comments containing obvious factual inaccuracies…insulting comments, or unlawful statements will not be published.”

objectives of wwf blog
Objectives of WWF Blog
  • Maintain current supporter base
  • Seek out potential customers
  • Find company talent
  • Gain positive media attention
blog guidelines
Blog Guidelines
  • Content:
    • Personal experience postings
    • Important news items
    • Carter Roberts | CEO
    • Job openings listed
blog guidelines1
Blog Guidelines
  • Reader comments encouraged, but regulated
  • Minimum blogging commitment:
    • 200 words per entry
    • 1 entry per week
    • 8 hours per month
costs
Costs
  • Blog establishment - $0
  • Hosting - $15/month
  • Blog customization and design - $500
summary
Summary
  • Recommending corporate-run WWF blog
  • Headed by Media Relations department
  • Contributions by employees:
    • Field employees
    • MR department
    • CEO Carter Roberts
  • Facilitating customer interaction and building relationships