The Corporate Side of the Blogosphere: Examining the Variations of Design and Engagement AmongFortune 500Blogs

Using design and communication principles, this study uses a content analysis design to evaluate all active blogs from the 2011 Fortune 500 list (n = 125). The results indicate that corporate America has only modestly incorporated the dialogic principles into their blogs. Current corporate blogs are well-designed as far as making them searchable and easy to navigate; however, the blogs are mostly being used to provide information in a one-way...