Colin Ong TS

Article Summary:

How to create a corporate franchise blog.

Creating a Corporate Franchise Blog

The terms “blog” and “blogging” have become part of the new economy dictionary and are an extremely cheap and efficient way of disseminating information through the Internet.

A blog is best described as an online diary in which readers can also post their thoughts. Many subject experts and academics have created open blogs (free access) that are read by thousands of readers, and futurists are predicting that these blogs will emerge as the new mega magazines.

Then why are companies slow in creating corporate blogs to promote their organisational goals and ideals? There are two reasons for this: Corporate blogs can be construed as being too technical and the employment of full-time blog administrators is deemed too costly.

Before creating a corporate blog, it helps to determine some guidelines.

Here are some tips to launch your corporate blog about your franchise:

Clear message
You must be clear about the organisational message and direction of your company’s blog, as it will be read by the public, who may also be potential customers with different global perceptions. They should not perceive your organisational values in a negative light.

Success targets
The setting up of a corporate blog is not just an opportunity for people to air grievances or post their comments online. There must be clear success targets. Feasible short-term targets could be the generation of new sales leads and increase in customer database. A medium-term target could target the creation of new alliances.

Promote your franchise alliances
Your corporate blog can be used to publicise your current alliances and give your customers a better understanding about your global reach.

You can invite representatives of these organisations to either be guest bloggers or have a separate blog within your main corporate blog. With enough online exposure, your corporate blog can evolve into a dynamic networking online community.

Feedback channel
Invite your customers to post their comments in the corporate blog and get your blog administrator to act on the feedback as soon as possible.

This will give the image that your organisation is very serious about all feedback and you can also rectify any problem before it escalates. The more advanced blogs can also notify blog administrators once feedback has been posted.

A corporate blog can add value to your monthly print newsletter by alerting readers on the upcoming topics in it. Online postings can also provide ideas for articles in future newsletter issues. Blog visitors can also request for print newsletters to be posted to their homes.

Test new products
The engineering and sales teams can use the corporate blog to test new products and ideas. This is an effective and cheap solution as your blog readers probably already have a good idea about how these ideas should co-exist with your other products.

Security measures
Ensure that your corporate blog has security measures that prevent spamming, which creates a negative image about your company. Your blog administrator should also ensure that all potential debates should not be a battle of personalities.

Do not infringe rights
Some blog posters may introduce other websites which may have beta versions of new products.

To some blog readers, this may be purely educational but a corporate blog, riding on other websites, may constitute an infringement of copyright, so your administrator must keep a check on such items.

Mr. Colin Ong TS is the Director of MR=MC Consulting Pte Ltd ( which specializes in Corporate Training, Career Guidance and HR Content Producing. Their mission is to "create training programmes in the area of creativity, branding and innovation for organisations and educational institutions." A sought-after public speaker, Colin is also the copyright owner of the B2F2B Model.

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