Purpose -This study aims to investigate the emerging new phenomenon of corporate blogging and its objectives. In particular, this study focuses on how Fortune 500 firms attempt to maintain control, while supporting employee autonomy in corporate blogging. Design/methodology/approach -Using the framework of corporate blogging strategies proposed in this study, corporate blogging practices of the 2005 Fortune 500 companies were analysed. Findings -Most organisations maintain high levels of control by implementing top-down blogging strategies, while few support employee autonomy by applying a bottom-up blogging strategy. Because of the inherent limitation of each strategy, many organisations attempt to take advantage of the complementary mechanism that balances autonomy and control. Organisations emphasising bottom-up blogging tend to focus on product development and customer service content strategy, while those practising top-down blogging focus on thought leadership or promotional content strategy.Research limitations/implications -This study reports leading blogging firms among the Fortune 500 companies. However, the study sample accounts for only 3.6 percent of the 500 firms. The results of the study shed insights on newly emerging corporate blogging in terms of its trends, issues, and possible future direction. Practical implications -Companies that adopt blogs must realise that developing a candid dialogue with customers is the best way to build a meaningful customer relationship. Originality/value -This study is the first attempt to systematically investigate the corporate blogging phenomenon.

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