Corporate blogging strategies of the <i>Fortune</i> 500 companies

Lee, Sang; Hwang, Taewon; Lee, Hong‐Hee

doi:10.1108/00251740610656232

Cited by 126 publications

(122 citation statements)

References 23 publications

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“…Previous research defines online corporate involvement as publishing and managing of content [26]. True involvement, however, goes beyond using the web as a mere platform to advertise.…”

Section: Determinants Of User Engagementmentioning

confidence: 99%

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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This article examines firm communication on a corporate Twitter channel and its effects on corporate reputation. We identify the importance of user engagement and informedness in explaining corporate reputation, and examine three design factors that likely affect user engagement in a corporate Twitter channel. We conduct an exploratory 2 × 2 × 2 experiment among Twitter users to collect data. We find that the depth of the relationship among users, the level of corporate involvement, and the purpose of the channel interactively influence user engagement. Our findings suggest that deeper relationships among users of a corporate Twitter channel lead to higher user engagement when the level of corporate involvement with the channel is high and when the channel has a specific purpose, but not when the level of corporate involvement is high and the channel has a generic purpose. Surprisingly, when the channel has a generic purpose, a high degree of corporate involvement actually decreases user engagement. This finding implies that, under certain circumstances, a lower degree of corporate involvement in a social media channel may be more desirable. We also find that channel credibility positively influences user informedness. This is the first study that examines the dynamics of communication through a corporate Twitter channel. It contributes to the previous research related to social media by identifying engagement and informedness as two major factors that influence firms' reputation. Our research can help marketing and social media managers to decide on channel design aspects such as whether to require users to register with an identity or to allow anonymous participation, whether to allocate dedicated employees to respond to user requests, and whether to set up different channels for different purposes.

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“…Previous research defines online corporate involvement as publishing and managing of content [26]. True involvement, however, goes beyond using the web as a mere platform to advertise.…”

Section: Determinants Of User Engagementmentioning

confidence: 99%

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Berens

Maertelaere

2013

International Journal of Electronic Commerce

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“…Increasingly several leading organizations have systems in place in order to encourage their employees to blog (Lee et al 2006, Aggarwal et al 2011, Singh et al 2010a. Prominent adopters are General Motors, IBM, HP, Microsoft, Infosys, Google, Charles Schwab etc.…”

Section: Introductionmentioning

confidence: 99%

A Structural Model of Employee Behavioral Dynamics in Enterprise Social Media

2015

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We develop and estimate a dynamic structural framework to analyze social media content creation and consumption behavior by employees within an enterprise. We focus in particular on blogging behavior by employees. The model incorporates two key features, which are ubiquitous in blogging forums: users face a trade-off between blog posting and blog reading as well as a trade-off between work-related content and leisure-related content. We apply the model to a unique dataset that comprises of the complete details of blog posting and reading behavior of 2396 employees over a 15-month period at a Fortune 1000 IT services and consulting firm. We find that blogging has a significant long-term effect in that it is only in the long term that the benefits from blogging outweigh the costs of content creation. There is also evidence of strong competition among employees with regard to attracting readership for their posts. While readership of leisure posts provides little direct utility, employees still post a significant amount of these posts because there is a significant spillover effect on the readership of work posts from the creation of leisure posts. In addition, we find that that the utility employees derive from posting work-related blogging is about 4 times what they derive from leisure blogging. Reading and writing work-related posts is more costly than leisure-related posts on an average. We conduct counterfactual experiments that provide insights into how different policies may affect employee behavior. We find that a policy of prohibiting leisure-related activities can hurt the knowledge sharing in enterprise setting. By demonstrating that there are positive spillovers from leisure-related blogging to work-related blogging, our results suggest that a policy of abolishing leisure-related content creation can inadvertently have adverse consequences on work-related content creation in an enterprise setting.

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“…The fact that a huge number of companies including Google, General Motors and a host of others, have started their own corporate blogs, is an indication of this growing realisation of the importance of blogs (Lee, Hwang, & Lee, 2006;Moulds, 2007). Blogging among CEOs have also becoming increasingly popular and the list includes Jonathan Schwartz, CEO of Sun Microsystems (http://blogs.sun.com/jonathan/) and Guy Kawasaki, CEO of Fog city Software (http://blog.guykawasaki.com/).…”

Section: Blogs Are the Newest And Potentially Most Attractive Online mentioning

confidence: 99%

Consumer Generated Advertising in Blogs

Mutum

Wang

E-Marketing

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Blogs are the newest and potentially most attractive online media available to marketers. This chapter discusses the unique nature of blogs and the growing power of consumer generated content. This raises a number of questions as well as new opportunities. As the authors point out that existing literature on blog marketing only discusses the possible advantages of using blogs as a marketing tool and the addition of blogs into the marketing mix. However, the problem is that these studies totally ignored consumers’ perception towards blogs that carry advertisements. The rise of advertising companies that have stepped in to fill the gap between companies and bloggers, are discussed. Some examples of successful blog advertising campaigns are also provided. This chapter also presents a conceptual model that examines the salient factors that are likely to influence consumer attitude towards blogs and towards advertising in blogs, and more specifically on sponsored posts on blogs. It is hoped that this chapter would encourage other researchers to take a look at this unique media which in turn will help shed new light on how blogs are enabling a new model of consumer collaboration and consumer generated advertising.

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Corporate blogging strategies of the Fortune 500 companies

Cited by 126 publications

References 23 publications

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation

A Structural Model of Employee Behavioral Dynamics in Enterprise Social Media

Consumer Generated Advertising in Blogs

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