Should companies integrate corporate blogs into their communication strategy?
Mémoire publié en 2006 - 15 pages
Aussi, cet article tend à définir les caractéristiques de ces blogs afin d'en mesurer leur pertinence et leur bien-fondé pour les entreprises. Cependant, des illustrations concrètes démontrent qu'une connaissance approfondie des blogs n'en garantit pas toujours le succès. Il convient donc de se demander si les entreprises doivent créer ou non leur propre blog ?
This article focuses on analysing the phenomenon of the corporate blogs which have recently come to France; it intends to understand the role(s) they play within the global communication strategy. The balance between expected benefices and potential risks is random as this tool, diverted from its original use, obeys to informal rules which are not yet clearly established.
Moreover, this article defines the characteristics of those blogs in order to measure their pertinence and cogency for the companies. However, concrete illustrations demonstrate that an in-depth knowledge of the blogs does not always guarantee its success. It is then essential to wonder whether companies should create and develop a corporate blog or not?