http://www.cinsightblog.com/2008/06/12/blogging-can-be-serious-business-for-businesses/ Competitive Intelligence for the Financial Services Executive Thu, 09 Sep 2010 04:56:30 +0000 http://wordpress.org/?v=2.5.1 http://www.cinsightblog.com/2008/06/12/blogging-can-be-serious-business-for-businesses/#comment-18 Boris Zilberman Fri, 20 Jun 2008 14:32:29 +0000 http://www.cinsightblog.com/?p=163#comment-18 The corporate blog also seems to be a new Public Relations channel. It's for the press and public and serves to control the corporate image and message. Just a couple days ago, I heard all over the sports media news of Tiger Woods' knee injury followed by "according to Tiger Woods' website." That's a good source surely, but how much of it can you believe? But it's also interesting to see who the company is targeting with their blog. Potential customer's? The media? The masses? Because there are distinct values in reaching each of those readers. Building a brand image is part of it and may require a different strategic pitch to each group. It's interesting to see how this big blogging hammer can be used for different tasks. Everything is not a nail after all. The corporate blog also seems to be a new Public Relations channel. It’s for the press and public and serves to control the corporate image and message.
Just a couple days ago, I heard all over the sports media news of Tiger Woods’ knee injury followed by “according to Tiger Woods’ website.” That’s a good source surely, but how much of it can you believe?
But it’s also interesting to see who the company is targeting with their blog. Potential customer’s? The media? The masses? Because there are distinct values in reaching each of those readers. Building a brand image is part of it and may require a different strategic pitch to each group. It’s interesting to see how this big blogging hammer can be used for different tasks. Everything is not a nail after all.

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