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Blogs and the corporation: managing the risk, reaping the benefits

Joshua L. Cox (Mercy Health System)
Kevin B. Quinlan (United Airlines Corporation, USA.)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 2 May 2008

Abstract

Purpose

The purpose of this paper is to examine the role of blogs in corporate communication and proposes general policies to help corporations effectively and ethically use blogs. Blogs are among the new communication media that are playing an increasingly important role in the corporate world. Most companies, however, are not yet taking advantage of this opportunity, nor do they manage the associated risks. We have developed a series of best practices to help companies address this issue.

Design/methodology/approach

We examine the evolution of the blogging phenomena and create a framework for characterizing the potential impact of blogs on the corporation. Policies are derived from data compiled from the literature, case studies, and existing proactive corporate strategies.

Findings

Most companies do not have well developed strategies for corporate blogging. As a communication medium, blogs represent a significant opportunity to further corporate marketing goals, particularly in light of the changing face of information consumption. The prevalence of blogs poses risk to corporations as a relatively uncontrolled medium.

Practical implications

This paper illustrates the need to develop proactive strategies for corporate blogging and provides guidelines for corporate blogging policies. Companies should integrate blogging policies into their overall corporate communication strategy as well as develop an approach for addressing the risks they impose.

Originality/value

This is the first paper to consider both the benefits and risks of blogging from a policy point of view.

Keywords

Citation

Cox, J.L., Martinez, E.R. and Quinlan, K.B. (2008), "Blogs and the corporation: managing the risk, reaping the benefits", Journal of Business Strategy, Vol. 29 No. 3, pp. 4-12. https://doi.org/10.1108/02756660810873164

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited