Blogging has been popular since the dawn of 21st century. From the rich to the not-so-rich, blogging, in one way or another, helped majority of bloggers cope with the stress of daily living by posting online journals to which people can read and participate. But is this the only use of blogging? Not so. Corporations here in the Philippines are starting to take a dip into the universe of corporate blogging, and the results are, to some extent, not that impressive.
Why is this so? I thought of five reasons why many Philippine organizations don’t use corporate blogs .
- Blogging is relatively young. Its age is more or less half of its users, and with that premise alone, we can see that blogging needs more time to drill into “conservative” walls of capitalist organizations.
- People have wrong notions of corporate blogs as websites. Just because an article is part of a corporate website, doesn’t mean it’s a blog.
- Blogging is stereotyped. Blogging is paralleled, if not equated, to an online journal, and to that only.
- Philippine market is not a blog reader market. Market researchers and communication professionals would rather spend time on interacting with consumers and audience, rather than posting a blog that no one would be reading; and lastly,
- Professionals are just plain lazy. Come to think of it, why would we want to blog if the company doesn’t want it? We still need to shine those shoes!
It seems only right that companies, with those arguments, wouldn’t want to post something about the company for tow paragraphs twice a week. However, they are missing out on the
opportunities that blogging may deliver on them. Blogging is not just about sharing your hidden desires for somebody or letting the world know that your mom’s an emo, but for communicating with the world about anything, and with anything comes organizations and their respective thrusts in life. With more and more proactive and critical people going online, organizations should try to get adventurous and start typing something good (and honest) about themselves. It is beneficial that organizations start to share a part of them and enable others to talk to them back. That, I think, is the main essence of blogs-pure interaction. Also, there is this challenge for us to discover what corporate blogging means for us and how we can step up beyond our ordinary roles. Its benefits are still up for grabs. What are its benefits to organizations? I’ll give five.
- Management gets to interact with the youngest demographic-the NetGen. The Net Generation is definitely a new class to research upon, and these are the people that usually have the resources to support organizations.
- Online reputation is balanced out with the real life ones. Take a look at Willie Revillame. He’s adored by many of our citizens from the marginalized sector, but he got suspended because of online forums going ballistic over his . Maybe the ABSCBN president or head of corporate communications could write a blog stating their insights on the August 3 incident.
- Blogging saves a lot of money. Blogs are as cheap as P20.00 of an employee to publish his or her own corporate blog.
- Blogs have more content. Since the general rule for blogs is to keep it short, brevity, conciseness, and accuracy could help corporate bloggers be more meaty with their posts.
- Adaptability through times is a characteristic of organizational communication. In Goldhaber’s definition of the term, it is implied that organizations need to cope just as frequently as they communicate with people, mainly because people change. If organizations want that adaptability, then they’d better start studying about the possiblities of corporate blogging for their company.
Corporate blogging sure is unpopular to Philippine organizations, but as communicologists (not just me but everone of us, since we communicate every second of the day), we should consider changing times, and how these changes will impact our lives. We already know how blogging impacts our personal lives. Now let us take a look at how it affects our organizational life as well.