Corporate Blog: Consideration for the Impact of Communication

Corporate blog is the new communication way for corporate to interact with customers directly. In the current study, researchers analyzed the impact of 22 corporate blogs extracted from the list of blogs managed by Fortune 500 Corporate (US), 2007. Considering each blog´s characteristic factor and statistic data, researchers found (1) one blogger managing blog had more impact than many bloggers managing blog, (2) chief manager level managing blog had more impact than employee level managing blog, and (3) long history of a corporate blog had the positive effect to the impact of it. Researchers found, however, the number of postings had no significant effect to the impact of corporate blog. Appropriate discussions and explanations were presented.