Legal and Ethical Issues of the Corporate Blogosphere

In the increasingly competitive global economy, corporations throughout the world must take advantage of all the marketing and communication tools available to them, including blogging. Blogs allow corporations to connect with their stakeholders in a more personal way and, thus, strengthen their image, brand, and customer loyalty. Instant feedback is available through comments posted on the corporate blog, saving organizations large sums of money otherwise spent on market research. However, entering the blogosphere poses a number of risks for a corporation, such as potential damage to the corporate reputation and customer loyalty as well as legal liability. Conflicts still exist between the rights of bloggers and a corporation´s interests. Blogs may be restricted by legal and ethical boundaries, which may differ across countries. This paper presents the benefits and risks associated with corporate blogging around the world and provides some interesting success stories as well as lessons learned. It also offers a compilation of guidelines for effective blogging and suggests topics for future research.