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Blogs were formerly known as web logs. In the early days, web logs were simply websites that were manually updated regularly with new content. Most of them were online diaries. One of the earliest diarists was Justin Hall, which started his blog ( in 1994. Blogs only started becoming widely popular in the 1999, with the launch of varies hosted blog tools such as Open Diary, Live Journal, & Blogger. These blog tools made it much more convenient to maintain a blog as well as made it accessible to people without any web publishing background. Some of the more notable blogging platforms are: Blogs: Typepad, Movable Type, Wordpress & Blogger MicroBlogs: Twitter & Tumblr

What is a blog?

A blog is simply a website that is updated regularly with new content. Most good blogs will simple features that allow their readers to contribute and connect with the bloggers through posting comments.

Social Implications

With the arrival of the internet and a growing number of people that use them. Blogs has spread beyond being just an online diary, and has become a medium that people go to get informed. It has become an alternative to the traditional form of news such as: newspapers, radio, & television. Some of the recent events that were heavily driven or made possible by blogs and other social media include the Arab spring, Occupy Wall St, & presidential candidate Ron Paul’s campaign.

Arab Spring- The Arab Spring was a series of demonstrations that erupted in the Arab world. The first one started in Tunisia after a vegetable seller named Mohammad Bouazizi set himself on fire. The incident that lead to the event began after Bouazizi had his cart confiscated when not having enough money to pay the bribes. He attempted to file a complaint at the governor’s office which was largely ignored and later beaten when trying to claim it back. The following day protest erupted in the city, and though the state media never reported on it, it spread virally through Facebook. Other’s around the country followed suit and demonstrations sprung all over the country. The result was the overturning of the government, with Ben Ali the president stepping down. With the success of the uprising many other Arab countries followed in Tunisia’s footsteps and over 15 other countries experienced protest and demonstrations. Aside from the government of Tunisia being overthrown, Egypt and Libya also had their governments overturned.

Occupy Wall St- A movement that sprung from a protest, proposed by the Canadian activist group in a blog post on July, 13th 2011. The slogan, “We are the 99%” picked up by the protester started by a blogger named Chris from tumblr ( The idea was for people to take a picture of a handwritten paper of their hardships. It has since spread virally, with thousands of people participating.

Ron Paul’s Campaign- Ron Paul is a congressman in Texas that is currently running for the 2012 presidential election. He is well known for his libertarian views on many political policies, especially when it comes to foreign and monetary policies. He previously ran for for the presidential race in 2008 with a minimal following. His grew popular and spread online through youtube, blogs, forum & other social media. One of the most successful fundraising days for a politician was attributed to his grassroots supporters of his message. His grassroots supporters organized a fundraising day on November the 5th which raised him over 4.8 million dollars. Since then, his message spread virally online and he is currently one of the front runners in the upcoming Iowa caucus in January.

Corporate Blog

Corporate blog is a two-way communication tool which is used for business purposes and includes internal use and external use.

Internal Use of Corporate Blog

In terms of internal use, corporate blogs are used for stimulating debate, innovation and collaboration which aims at improving the communication within an organization. For example, corporate blogs can function as an idea pad to offer the employees a platform to share information, ideas and lead to a greater contribution. This also improves the efficiency at the workplace, since people can post the shared information on the blogs instead of sending the same emails over and over again. Also, internal corporate blogs can involve greater employee contribution which increases the productivity at the workplace.[1]

External Use of Corporate Blog

  • Marketing
  • Customer Service
  • Public Relations
  • Online Reputation Management
  • Improve the Efficieny of the Business

Examples of Successful Corporate Blogs

  • Starbucks

File:Starbucks Blog.jpg

Goal:new product development, engagement  

     Starbucks employs its blog as a global brainstorming platform.  Customers submit ideas for new drinks, food items, packages, 
     even store designs. The company blogs about the ideas (about 100,000 so far!) and readers build on the ideas through comments 
     and ratings.

  • General Electric

File:GE Blog.jpg

Goal: brand awareness

     GE’s blog is aimed at breaking this image through wonderful story-telling and audience can see wonderful photography, video,
     and even art and music used in a blog post to illustrate a point.

  • Southwest Airline

File:Southwest Blog.jpg

Goal: enhance corporate image and integrate with traditional media

     Southwest airlines blog is one of the world’s best known corporate blogs, In general, people hate airlines but somehow Southwest
     has risen above this with an honest blog about travel and the people who make it happen. This is the anti-corporate-press-release 
     blog. They also wisely use this as a way to connect with employees. 

Good Corporate Blog Means Good Business

When it comes to building positive awareness about a brand, it takes a lot of time and effort to build and maintain a company’s online reputation. Just like in the physical world, a reputation is all a business really has. Since blogs are based on the Internet environment, it can be accessed by greater audience compared to the traditional publications and the spread speed of information is faster. Also, it is costly for companies to rebuild the reputation once it has been damaged.

Online Reputation Management

As an important application of corporate blogs, online reputation management is essential nowadays. More and more companies are participating in online marketing strategies in the hopes of protecting their company reputation from negative bloggers, ranking postings, and even defamatory content submitted anonymously from business competitors. Data from a recent survey of 300 consumers from the Society of New Communications Research stated that “74% (of consumers) choose companies/brands based on others’ customer care experiences shared online.” This statistical data supports what many individuals and companies had to find out the hard way, for most people, the information they read online directly correlates with the opinions they form (and often the purchases they make). can help shape public opinion through the internet and assist in protecting your company’s reputation. [2]


Personal Blog

The personal blog, an ongoing diary or commentary by an individual, is the traditional, most common blog. Personal bloggers usually take pride in their blog posts, even if their blog is never read. Blogs often become more than a way to just communicate; they become a way to reflect on life, or works of art. Blogging can have a sentimental quality. Few personal blogs rise to fame and the mainstream but some personal blogs quickly garner an extensive following.

Revenue Sources

Advertising Banners

This is the most common revenue sources for bloggers. The biggest reason for companies to advertising on your blog is you have a big amount of viewers or followers.

Pay per click

It is when advertisers pay each time a user clicks on their listing and is redirected to their website. They do not actually pay for the listing, but only when the listing is clicked on. This system allows advertising specialists to refine searches and gain information about their market.

CPM (Cost Per Mille)

It is when advertisers pay for exposure of their message to a specific audience. "Per mille" means per thousand impressions, or loads of an advertisement. However, some impressions may not be counted, such as a reload or internal user action. [3]

Product reviews

If your blog is famous for reviewing certain category of product, like digital products, the producer might will send you sample product when a new model first comes out to the market. For the intention of getting a good review from you.

Successful Examples It is a Vancouver based art blog, created by a Vancouver artist Jeff Hamada. He started this blog as a personal project, just put the art work of his favourite young emerging artists around the world on the blog. Now it gets 3 million pageviews per month, he used to work for EA, then he quit the job and now is a full time blogger. He also use this platform to curate some exhibitions, creative contests which generates quite a lot of buzz.


The Sartorialist It is a fashion blog by Scott Schuman in New York. Basically what he is doing is taking pictures of people who had dressed in a way that caught his eye, and then posting them to his blog. Now the advertising revenue, he flies to all sorts of cities like Paris, Milan London to take pictures as well as shoot campaigns for those big labels.


Top 10 earning blogs

File:Top10.jpg [4]



Even if senior managers trust staff not to give away the company's commercial secrets - and many don't - there are still enough worries

Hard to maintain

Blogs are easy to start and hard to maintain. Writing coherently is one of the most difficult and time-consuming tasks for a human being to undertake. So, far from blogs being a cheap strategy, they are a very expensive one, in that they eat up time. As a result, many blogs are not updated, thus damaging rather than enhancing the reputation of the organization.


whether the blogger is credible is always a huge concern to people who wants to reference the knowledge from online blogs.

Work Place

There have been dozens of cases of workers warned or fired because of something they wrote on a blog. In a survey by Proofpoint, over 57 percent of executives at 332 large companies said they were concerned about blogs as a source of trouble for their companies.

Poorly written

The best non-corporate blogs are spontaneous and genuine. Poorly written corporate blogs can look fake .



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