The Value of Corporate Blogging

Our most recent reading, "On Corporate Blogging: Interview with Don Martelli of MS&L" struck a particular chord with me. While I have always understood the value of blogging as a social tool and a way where people can become connected, talk about important social issues, and get recognized for their writing prowess and their Internet skills, I had always had some trouble grasping the idea of corporate blogging. Surely, corporate bloggers would mostly deal with news updates and investor information which could be provided with press releases and E-mail alerts, right?

I'm glad I was ultimately very wrong. Don Martelli's interview is informative and well thought out, and this 15-year veteran obviously knows what he's doing - not surprising, given his work at a successful firm such as MS&L. It's true that information flow is 24/7, and consumer expectations hinge on a particular brand. A blog speaks to people in a way that a press release cannot - even if the blog is being run by a select group of individuals from a company's communications department, blogging provides for freedom and flexibility that more traditional media sources do not. Corporate blogging is still forming its own identity, but it has vast potential for brand power that we have not seen in previous iterations of corporate websites.