Some experts estimate that about 40 of the Fortune 500 Companies listed have corporate blogs. This indicates the interest big businesses are taking in their customers and in recognizing the power of blogging. However, a Forrester research found that of the blogs it studied of Fortune 500 companies, 90 were dull and rather drab. It seems these companies just didn’t ‘get it’. These blogs have been reduced to nothing more than a place to republish business and industry related news without any new insight or a personal touch.

It is important for any business, big or small, to maintain a close connection with its customers. A blog can help a business keep a finger on the pulse of its target audience and understand what makes them click. Blogs can, and are being used in versatile and creative ways. They are a business’ link to its employees, customers and target audience. Can such an opportunity and resource be left unused by any business?

Big Businesses that Blog

Some of the businesses that understand the power of a corporate blog and use it effectively include bigwigs such as Dell, Lenovo, BBC, South West Airlines, Marriott International, McDonald’s, HP, Boeing and General Motors. Blogs owned by these businesses use unique and creative ways to stay in touch with their customers and keep them informed. They also aim to elicit a response from their audience. In fact the General Motors blog uses content developed by internet users from sites such as YouTube and Flickr.

While in some cases such as Mariott International, the business owner or the employer is the blogger, in others such as Accenture or Adobe employees do the blogging. This brings in a unique perspective to the business blogs. Blogs are also syndicated and this makes it easier for the target audience to keep up with new posts on corporate blogs and keeps their interest whetted.

More than Just Business

A blog gives a business a voice to express its policies, its views and its opinions. It also gives it the power to offer key advice on an array of issues that may or may not be related to the products or services it sells. In cases where big businesses effectively use blogs they by pass the conventional public relations message and seem to come from the heart. This is perhaps why so many people around the world read corporate blogs every day.

The Accenture blogs, the company has as many as eight, is a treat for internet users. Rather than focus on the services they provide and how they may change a business the blogs are written by some of the many bright minds that the company boasts of. From consulting, hiring, communication and business to finding a balance in your life, the blogs cover them all.

To blog well it is important to understand that your blog is a unique connection with your customers and opens a link that has great potential. It is important that a big business interests, informs, excites and most of all keep internet users coming back for more. Blog on!

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