In September 2005, ABC News published an article titled, “What is Blogging? The Basics of ‘Web Logs’ or ‘Blogs’.” The article stated blogs “…are literally online diaries with articles, writings, photos, Web links or other entries made by the blogs' creators, or ‘bloggers’." The categories of blogs are varied including, but not limited to, personal, political, religious, and professional blogs. Professional blogs may seem to some as a sort of “catch-22”. Blogging in the simplest sense is an online journal of an individual’s thoughts supplemented in part by music, pictures, and comments from readers. How would any professional organization benefit from blogging?
As Craig Baher and Konstanze Alex-Brown explained in their article “Assessing the Value of Corporate Blogs: A Social Capital Perspective”, blogs have surprising value as a networking and information sharing tool inside an organization.
While the blog’s initial function was primarily social in nature, more recently, organizations have begun using blogs as networking and information-sharing tools, internally for employees and externally for customers and vendors…. They emphasize efficient information delivery to large numbers of individuals and serve as a common knowledge base….The resulting products can create social capital within an organization, which connects the value of knowledge sharing to its impact on organizational efficiency and, ultimately, innovation.
Blogs can reinvent a failing company or recharge a mediocre product. By participating in this form of social networking, professional organizations can spark innovation, market operational efficiency, and integrate modern technology into a business.
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