Organizational Blogs: Advantages and Disadvantages

Blogs, both within and outside of organizations, have become as popular a method of communication as e-mail. The upper hand that a blog has over e-mail is that a blog is informal, personal, and is most importantly a method of communication that has its own “fan base” which is the key to its popularity.

Advantages of a Blog in an Organizational Context

The advantages of a blog in an organizational context are numerous. A blog maintained by a company’s employees is a method of self advertising.[1] As subscribers become more and more interested in the blog’s content, they will come to view the company’s employees as experts in their particular subject of interest.
Inviting members of other blogs to link to a company’s blog will increase the blog's credibility in the eyes of search engines. This in turn will further promote the blog each time an individual conducts a search on a subject contained in the blog.[1]
Furthermore, blogs provide employees with the opportunity to form relationships with influential individuals within their own organizations. Superiors who wish to identify goal-oriented employees with many characteristics that are valuable to achieving organizational goals obtain a non-confrontational method to discover more about their employees. Blogging is also an ideal way for employers to encourage their employees by discussing success stories.
Blogging is also an ideal way to keep consumers informed on up-and-coming product and services, and build brand loyalty.[2]
Blogging is also excellent in helping showcase an organization’s expertise and in providing employees with positive feedback.[2]


Disadvantages of a Blog in an Organizational Context

The disadvantages of a blog mainly concern the time and energy required to maintain a blog.[3] Many within an organization who are experts in their field do not have the necessary time to maintain and update a blog.
Another disadvantage concerns the inability of some to coherently express facts, opinions, etc.[3] this is a major drawback that may harm the writer’s and ultimately the organization’s credibility and have an adverse effect on online traffic to the blog.
It should also be noted that if an organization’s bloggers’ views are not in tune with the organization’s policies, politics, etc., it may harm the organisation’s image and distort public perception.[3]

[1] Wilhelm, Rita, White Paper-Part 1, How Can You Maximize the Networking Opportunities Within Your Organization? ‘Blogging’ is the Key, (4), 06 April, 2009 <http://www.evideodirectory.com/f/White_Paper-_blogging_and_networking.pdf>.

[2] McGovern, Gerry, New Thinking, Blogs and Blogging: Advantages and Disadvantages, 23 Aug., 2004, 06 April, 2009 <http://www.gerrymcgovern.com/nt/2004/nt_2004_08_23_blogging.htm>.

[3]McGovern, Gerry, New Thinking, Blogs and Blogging: Advantages and Disadvantages, 23 Aug., 2004, 06 April, 2009 <http://www.gerrymcgovern.com/nt/2004/nt_2004_08_23_blogging.htm>.