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Applications of Blogs in Corporate Communication

2007-12-19 , Fleck, Matthes , Kirchhoff, Lars , Meckel, Miriam , Stanoevska-Slabeva, Katarina

Recently, blogs have gained a lot of attention as an instrument within corporate communication. There are numerous discussions and research projects in various academic disciplines about blogs creating a diffuse body of knowledge with different concepts, notions, and ideas. This paper summarises typologies from these different disciplines and tries to integrate them into a multidimensional model in which all relevant aspects and applications of blogs are considered. The results are summarised in the St. Galler blog cube.

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Typologien von Blogs in der Unternehmenskommunikation

2007-03-30 , Fleck, Matthes , Kirchhoff, Lars , Meckel, Miriam , Stanoevska-Slabeva, Katarina

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Why do corporations favour special interest topics for their blog experiments?

2007-05-31 , Fleck, Matthes , Kirchhoff, Lars , Stanoevska-Slabeva, Katarina

Past studies on weblogs and the blogosphere have indicated that reputation building is one of the most important motivation for individual bloggers. In our research we argue that corporations should include weblogs in their communication matrix for the use of reputation building. Therefore we propose the use of special interest topics in weblogs as an effective way to create suitable and remarkable attention. The central research question is which types of special interest weblogs can be identified in that context to be successful. Furthermore it is of special interest in which relation the content of those blogs is associated to the core business of the company.

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Publication

Einsatzmöglichkeiten von Blogs in der Unternehmenskommunikation

2007 , Fleck, Matthes , Kirchhoff, Lars , Meckel, Miriam , Stanoevska-Slabeva, Katarina , Große-Leege, Dirk , Bauer, Hans H. , Rösger, Jürgen