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Chapter 10. Corporate Blogging

Blogging is nothing new, but it is still highly underrated and misunderstood by a majority of businesses, from small businesses to corporate America. The information we provide in this chapter about corporate blogging might not be anything new to the rapidly expanding pool of Social Media-savvy professionals. Instead, it’s intended as a discussion to benefit communicators who are looking for the appropriate ways to participate and to get buy-in from decision makers.

Many people use their blogs as a part-time platform to express their insight, opinions, and observations online (or, as we call it, in the blogosphere). Other bloggers and “blogerati” have become incredibly influential (with many blogging full time), more so than many of their traditional media counterparts, regardless of industry and journalistic background. Their intelligence, words of wisdom, and associated niches attract legions of loyal readers. Blogging is inspiring millions of people to expand from content consumers into content producers. As we noted previously, there are more than 112 million blogs and counting that are active in the world. Some of the most successful blogs are run by big businesses, such as Whole Foods, Dell, Sun, General Motors, SouthWest, and Google, among many others.


  

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