corporate blogging--- DIO theory

2 Literature review

Understanding blogs

This section shall provide understanding of blogs , its nature and characteristics , and the introduction what corporate blogs mean . First in defining a weblog or blog , we shall use the definition of Schiano Nardi , Gumbrecht , and Swartz (2004 ) in defining blogs as frequently updated web pages with a series of archived posts , typically in reverse chronological . Gordon (2006 ) asserts this definition by mentioning how blogs is used as a management tool that allows online personal journals to be published immediately and without difficulty . It also includes

other multimedia materials such as pictures , and does not rely on pure textual content . Blogs are considered as the fourth biggest communication tool used in modern society following email , BBS and ICQ There exists millions of blogs as mentioned by Cooke (2005 ) and Sprague (2007 ) reveals how its development has opened another venue and form of communication in the business sector

Blogs can be classified into personal blogs , service blogs and corporate blogs . Geerts and Kim (2005 , 12 ) explains that personal blogs provide avenue for personal thoughts and ideas of an individual . Service blogs are characterized by specified s and context that is informative and used to disseminate information with regards to development in technology . Finally , corporate blogs is a hybrid type employed by modern corporations as a way to produce and disseminate information regarding a company and its objectives . The research is very much concerned and focused in exploring the concept of corporate blog

In understanding blogs , we recognize its strength and weakness to further recognize its potentials and risks . Argenti (2006 , 358 ) mentions that corporate blogs has provided an impression of transparency of a company and its adoption of a new form in communicating among its employees and clients . Existing corporate blogs supplements printed materials used by companies , but this circumstance has led us to believe that corporations are not recognizing the full potential of corporate blog as a corporate communication tool . While existing corporate blogs are used for advertising and promotional purposes , corporations are highly doubted of their real understanding of what corporate blog can achieve if utilized properly . Liu et al , 1997 Salam et . al . 1998 and Young and Benamati , 2000 has studied this limitation and proposes new information on how it can be utilized further

We also recognize the disadvantages of corporate blogs . Its ability to communicate also serves as a threat in handling vital and corporate information . And such detrimental effects directly constitute those who participate in corporate blogging , such as the termination of a Delta Air Lines flight attendant who posted a blog which Delta Air Lines Company deemed unethical in line with their policies (USA Today , 2005 Another disadvantage was mentioned by Ihator (2001 ) that includes the influence of technology , specifically the Internet , as a reason why control of information is lost in adopting corporate blogging

The nature of blogs and bloggers (people who writes blogs ) has become increasingly influenced with the technology employed in modern societies . As Schiano et al...