The Corporate Side of the Blogosphere: Examining the Variations of Design and Engagement Among Fortune 500 Blogs |
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| Authors: | Richard D Waters Paromita Ghosh Traci D Griggs Eileen M Searson |
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| Institution: | 1. University of San Francisco, San Francisco, California, USA;2. North Carolina State University, Raleigh, North Carolina, USA |
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| Abstract: | Using design and communication principles, this study uses a content analysis design to evaluate all active blogs from the 2011 Fortune 500 list (n = 125). The results indicate that corporate America has only modestly incorporated the dialogic principles into their blogs. Current corporate blogs are well-designed as far as making them searchable and easy to navigate; however, the blogs are mostly being used to provide information in a one-way manner rather than creating an open dialogue with consumers. While blogging can enhance relationships with stakeholders, corporate communicators must strive to develop legitimate conversations with their blog readers. |
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| Keywords: | blogging corporate communications interactivity social media public relations |
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