ABSTRACT
Blogging gives companies the ability to conduct an online dialogue with their audience in a way that is significantly different from most current written corporate communications methods. Rather than sales sheets or corporate brochures, blogs present the opportunity to capture once private conversations in the offline world and place them on the web for the world to see. In the offline world, private conversations were not open to the public. Customer service calls, sales calls, product discussions, or company interactions about industry issues were once very private. Communication on a blog between a customer and an employee is public and open to all. This openness produces a dynamic that enables customers and industry peers to assess the overall strength of a company’s brand by observing how the process of dialogue is conducted on a blog with your company.
