Corporate blog is a form of blog that is used by companies in the world as a medium of communication and delivery of corporate opinion. However, the development of these blogs is decreasing with the emergence of various forms of social...
moreCorporate blog is a form of blog that is used by companies in the world as a medium of communication and delivery of corporate opinion. However, the development of these blogs is decreasing with the emergence of various forms of social media like twitter, though the blog actually has a different role compared to other social media in conveying the message and the opinion of the company. This study was aimed to analyze the obtained value of the company's corporate blog and the factors that support corporate blog that continues to exist and used to date. In order to achieve our aim, we conducted qualitative research by doing deep interview to three consulting firms in Indonesia that are still actively using a corporate blog. The interviews were conducted to analyze the firms practice in managing the corporate blog in terms of motivation of use, functionality, writing ideas and concepts, constraints, policies and their impact on the organization. We found several key important innovation features in the blog usage, particularly to show company’s identity as consulting firm, to engage company with its clients and society, to prepare and educate its employees in order to be known by society, and to walk the talk for increasing client confidence of company’s intellectuality. In addition, we also successfully mapped these practices to success factors or corporate blog, which include: support of top management, the evangelist, educate employee related corporate blog, the clear purpose, firm commitment, policies and rules, as well as dialogue with consumers.
