Corporate blogging: a new marketing communication tool for companies.

Blog existed from the need to easily publish personal voices online. Blogs, by the nature of the medium, encourage casual banter and informal language. Blogs are unlike Websites, which are crafted and branded and carefully planned out to be "on message," the daily journal format of a blog produces more vulnerability from its authors. A blog can bring a human personality to a faceless company in the marketing term which can create a connection between the corporation and the client. Blogs have become one of the hottest communication tools on the Web. This can lead to deeper loyalty and richer feedback.

For example, Tesla Motor are using blog as a communication tool. Their blog divided into 4 section which is think, feel, touch, hear. When a company creates a blog to achieve its business objectives, it is referred to as Corporate Blogging and used for internal communication. They promote the sharing of information of work-related matters. Since blogs can be easily updated, they are used as a part of newsletters or company Intranets. Blog helps employees to keep themselves informed on all the current happenings in the organization. It also allow employees to display their expertise on a particular topic, thereby becoming a recognized industry or subject "expert".

Blogs can also be effectively used to communicate with the public. This is an important part of external communication because companies can communicate with clients, employees, the media, prospective employees or customers through blogging easily. Corporate organizations can even conduct their public relations activities through blogging by posting press releases and updates about new products and services of the company on the blog.

Building a relationship with customers is all about loyalty and transparency. Customers usually associate with an organization that they think they know the best. This is where blogs come into the picture. an organization can build its relationship with its customers and promote their products at the same time through blogging.

Blogs can also be used as a method of employee recruitment. The organization can post a blog on job vacancy and requirements which will help in the recruitment process.

However, blogging can lead to the sharing of information which could harmful for employees and the company. Blogging can lead to legal pitfalls as well. There are cases where a company has been held responsible for comments made by some employees that adversely affected the others. Besides, certain employees may use blogs to write negatively about the companythat lead to bad publicity.