Corporate blogging strategies of the Fortune 500 companies

Published on Mar 1, 2006in Management Decision4.957
· DOI :10.1108/00251740610656232
Sang M. Lee61
Estimated H-index: 61
 (NU: University of Nebraska–Lincoln), Taewon Hwang9
Estimated H-index: 9
 (NU: University of Nebraska–Lincoln), Hong-Hee Lee2
Estimated H-index: 2
 (NU: University of Nebraska–Lincoln)
Sources
Abstract
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.Resear...
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