Corporate Blogs

July 24, 2008

I went exploring corporate blogs after our Omni Class and browsed through some blogs that were given as good examples. I also discovered some new I didn’t know about. One of the successful examples shown in class, Johnson & Johnson’s blog “By the Way”, impressed me by its authentic tone. It sounds very approachable, friendly. It does have a human voice, which is consistent even though several authors contribute to the blog.

The most exciting entry I found in the JNJ BTW blog was related to their corporate social responsibilty projects. It is a first-person narrative about a trip to Africa, where the company supports educational and HIV prevention awareness pograms in Tanzanian schools and helped build a medical center for burning injuries in South Africa. Those are great stories that regular media would not fit into their limited time/space slots, but the company’s blog is an excellent way to not only get the word out, but tell the whole story. More importantly, it works, because it is not corporate speak or PR-speak, it is emotional, it is personal and that’s what makes it valuable and credible.

A blog that was not mentioned in class, but occurred to me as an idea to google-search is any existing blog of The Coca-Cola Company. And there it was – fresh, brand new and their only one so far: Coca-Cola Conversations. Coke seems to have jumped a bit late on the blog wagon, as their blog was launched in January this year. It’s  mostly a conversation about the brand’s history, collectible Coke items and Coke fan news. The best thing about it is that it is written by the company’s historian Phil Mooney, who has been with Coke for 30 years!!! How many corporate bloggers can say that? He does a good job of linking current events with past glorious moments of the company and its brands. It makes sense for the blog to be brand-focused, but I believe the company faces many other critical topics it should be engaging into conversations about. Nutrition and health is definitely one of them. This topic is featured on the main company website, which, however, still resides in Web 1.0 and is not as conversational as a blog.

The Coca-Cola Conversations blog was just featured by NBC Nightly News in a report that tells how corporate blogs have tripled in just two years. It gives an impressive account of how the 76-year-old Marriott CEO is also the company’s chief blogger even though he can not type and calls hiself a “technophobe”. He usually handwrites or voice-records his posts, which end up posted on the blog by a member of his communication team. After the report was aired, Bill Marriott actually put up a post titled “How Do I Blog“, explaining how it works. His blog was created one year before the Coke blog – in January 2007.

And, well, I take my words back about who is the blogger with more than 30 years of experience in a company. Bill Marriot wins over Coke’s historian Phil Mooney, I am sure.

* photos used here were taken fom the JNJ BTW blog and the Coca-Cola Conversations blog.


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