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)
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...
📖 Papers frequently viewed together
#1Vanessa Urch Druskat (UNH: University of New Hampshire)H-Index: 14
#2Jane C. WheelerH-Index: 24
This work discusses the teams that are basically left to run themselves can be highly efficient and productive. To be successful, though, such autonomous groups require a specific type of external leadership. To get work done, many companies organize employees into self-managing teams that are basically left to run themselves with some guidance from an external leader. In fact, comprehensive surveys report that 79% of companies in the fortune 1000 and 81% of manufacturing organizations currently...
#1Bonnie Nardi (UCI: University of California, Irvine)H-Index: 59
#2Diane J. Schiano (Stanford University)H-Index: 23
Last. Luke Swartz (Stanford University)H-Index: 2
view all 4 authors...
Bloggers are driven to document their lives, provide commentary and opinions, express deeply felt emotions, articulate ideas through writing, and form and maintain community forums.
#1Claus W. Langfred (UW: University of Washington)H-Index: 11
A high level of trust can make the members of self-managing work teams reluctant to monitor one another. If low monitoring combines with high individual autonomy, team performance can suffer. Data ...
#1Louis Leung (CUHK: The Chinese University of Hong Kong)H-Index: 43
The Net-generation is a new generation who was born between 1977 and 1997. But unlike their parents, they are not defined by demographics alone, but rather by a combination of their demographic cohort, values, life experiences, and behavior. Based on the assumption that the Net-geners will exhibit differences from the boomers, the purpose of this study is to (1) identify attributes that can distinctly characterize the Net-generation and (2) examine how these attributes, together with perceived s...
#2Josiah OberH-Index: 25
The "knowledge revolution" is widely accepted, but strategic leaders now talk of the logical next step: the human capital revolution and the need to manage knowledgeable people in an entirely different way. The organization of the future must be not only nimble and flexible but also self-governing and values-driven. But what will this future organization look like? And how will it be led? In this thoughtful book, organizational expert Brook Manville and Princeton classics professor Josiah Ober s...
#1Stephanie S. Robbins (UNCC: University of North Carolina at Charlotte)H-Index: 9
#2Antonis C. Stylianou (UNCC: University of North Carolina at Charlotte)H-Index: 20
Globally accessible web sites enable corporations to communicate with a wide variety of constituencies and represent a resource for any organization seeking a broad audience. Developing an effective multinational Internet presence requires designing web sites that operate in a diverse, multi-cultural environment. This is not simple, given that the field of web site development has lacked standards and vales relating to content and design. This study develops a conceptual model that differentiate...
#1Rebecca BloodH-Index: 3
From the Publisher: Weblogs--frequently updated, independently produced, and curiously addictive--have become some of the most popular sites on the Web today. The Weblog Handbook is the first book to explain how weblogs work and explore their impact on the media landscape. There is no formula for creating a superb weblog--but there are lessons to be drawn from maintaining one. In The Weblog Handbook, Rebecca Blood draws on her experience as an early participant in the weblog community to share w...
#1Maureen S. Bogdanowicz (Community College of Philadelphia)H-Index: 1
#2Elaine K. BaileyH-Index: 1
States that in the new developing economy of the millennium knowledge is an asset that should be valued, developed and managed, since it is a component of the intellectual capital of an organization. Reveals that knowledge is increasingly being regarded as a corporate asset in an age when data and information help sustain competitive advantage. Remarks that knowledge is, however, an intangible asset and so managing it creates a number of challenges in the area of human resource development, espe...
#1Sang M. Lee (NU: University of Nebraska–Lincoln)H-Index: 61
#2Choong Kwon LeeH-Index: 2
It is curious to find out how chief executive officers (CEOs) think of the Internet and e‐business. Through an analysis of the homepages of CEOs of the Fortune e‐50 companies, we attempted to evaluate the information value of the Websites. The analysis indicates that only a handful of CEOs can be currently regarded as the owners of informative homepages while most CEOs do not appear to be serious in building and maintaining their homepages.
Cited By155
The purpose of this research is to conduct an exploratory study to discover if presenting consumers with a certain content type (i.e. product-focused content with informational appeal, institution-focused content with emotional appeal, experience-focused content with emotional appeal,) and blog type (i.e. a corporate, sponsored or a personal blog) persuade consumers to form perceptions of credibility and similarity toward the fashion brand, which leads them to further engage with the brand throu...
#1Shahron Williams van Rooij (GMU: George Mason University)H-Index: 11
This study explored the use of critical reflection blogs to integrate civic-mindedness into an executive education program at a large public university in the south Atlantic region of the United St...
While the sizable body of research focusses on various psychological effects of enterprise social media (ESM), research connecting the link between ESM and cyberslacking is still very sparse. Drawing inspiration from the social bonding theory, the authors have proposed a moderated mediation model to explain how ESM affordances reduce cyberslacking, mediated significantly by workplace social bonding when the perceived co-worker involvement is high.,Utilising a sample of 384 respondents, the study...
#1Samantha Nazione (Berry College)H-Index: 13
#2Evan K. Perrault (Purdue University)H-Index: 10
Crises are inevitable for any company, and the fate of a company’s image rests in how well they are responded to. Few studies have experimentally tested the impact that common types of company responses can have on consumers’ perceptions when a negative complaint has been made online. This research sought to expand the strategies put forth for crisis management by image restoration theory (IRT) using best practice research within the context of social mediated crisis communication. An online exp...
The purpose of this paper is to compare Fortune 200 and top startup chief executive officers’ (CEOs) communication strategies on Twitter and the effectiveness of these strategies in influencing public engagement. Specifically, guided by the dialogic communication theory and social presence theory, this study explored CEOs’ use of dialogic communication, social presence strategies and message tactics. Additionally, public engagement on Twitter measured by total number of likes, retweets and comme...
#1Deborah Colton (RIT: Rochester Institute of Technology)H-Index: 5
#2Sharon P. PoploskiH-Index: 1
AbstractThe purpose of this study is to examine corporate blogs to understand how they reflect communications objectives and strategies and represent dimensions of corporate credibility. Emergent themes and frameworks of corporate credibility provided the theoretical framework for this study. A content analysis of corporate blogs was conducted in a multi-stage process, two researchers coded 534 blog posts from 41 corporate blogs. The findings indicate a broad range of communication messages with...
#1Yani Wang (Beihang University)H-Index: 2
#2Jun Wang (Beihang University)H-Index: 2
Last. Tang Yao (Beihang University)H-Index: 2
view all 3 authors...
In this study, we aim to clarify the determinants of online review helpfulness concerning review depth, extremity and timeliness. Based on a meta-analysis, we examine the effects of important characteristics of reviews employing 53 empirical studies yielding 191 effect sizes. Findings reveal that review depth has a greater impact on helpfulness than review extremity and timeliness with the exception of its sub-metric of review volume, which exerts the negative influence on review helpfulness. Sp...
#1Yingjie LuH-Index: 2
#2Shasha DengH-Index: 2
Last. Taotao PanH-Index: 2
view all 3 authors...
Purpose The purpose of this paper is to examine how the usage of enterprise social media (ESM) affects eventual employee turnover. Design/methodology/approach This study developed a theoretical model based on the proposition that different ESM usage behaviors (utilitarian use, hedonic use and social use) have different effects on employee turnover, and job type and job level can moderate the effect of ESM usage on turnover. The model was examined empirically using 1,791 employee samples from a l...
#1Cristina Aced-Toledano (Open University of Catalonia)H-Index: 1
#2Ferran Lalueza (Open University of Catalonia)H-Index: 2
Ibex 35 and Fortune 500 companies are still not fully utilizing the dialogic potential of social media. The percentage of companies with a low level of dialogic communication exceeds the percentage of companies with a high level in both groups, according to this study which assesses the level of dialogic communication developed by firms with their external audiences on blogs, Facebook and Twitter in an integrated way. Based on Kent & Taylor’s (1998) framework, a dialogic conceptual tool has been...
#1Ramendra Thakur (University of Louisiana at Lafayette)H-Index: 8
#2Dhoha AlSaleh (Gulf University for Science and Technology)H-Index: 4
Abstract Because blogging is become more prevalent in both personal and professional contexts, many companies obtain useful information from user-generated media (e.g., blogs). Due to the significant growth of this phenomenon, businesses in developed (e.g., United States) and developing countries (e.g., Kuwait) have become more engaged in the blogging behavior of their employees. The main objectives of this study are: (1) to lay the groundwork for understanding the critical factors that lead to ...
This website uses cookies.
We use cookies to improve your online experience. By continuing to use our website we assume you agree to the placement of these cookies.
To learn more, you can find in our Privacy Policy.