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10 motivos para se ter um blog corporativo


Percebemos que algumas empresas estão mais conscientes para a importância de se ter uma presença ativa nas redes sociais. Algumas estão até criando grupos internos para debater as vantagens e os riscos de se criar um a estratégia a esse respeito. Objetivando auxiliar esses profissionais na rápida tomada de decisão sobre esse relevante tema, apresentamos 10 motivos pelos quais uma organização deve ter um blog corporativo:


1. Liderança definida:
a primeira coisa a se fazer em termos de blog corporativo é definir a liderança do CNO – Chief Networking Officer. Esse é o profissional que assina o blog em que estão sumarizadas todas as idéias e ações de comunicação da organização. A clareza na liderança impõe o seu devido respeito.Obviamente que o CNO atua amparado por uma equipe de Gestão de Redes de Negócios.

2. Conteúdo oficial: o conteúdo postado no blog corporativo é oficial. Ele determina a posição da empresa sobre os diversos assuntos ali discutidos. Ele têm valor jurídico e legal e pode ser replicado por todas as fontes interessadas no mesmo. Portanto, sua edição deve ser cuidadosa e muito criteriosa.

3. Ponto central: A empresa publica num ponto central de comunicação na Internet todas as formas de compartilhamento de conteúdo seja na forma de artigos, fotos, vídeos, enquetes, apresentações etc...

4. Fácil replicação: uma vez publicado o conteúdo oficial, qualquer pessoa seja ele/ela funcionário da empresa, fã, seguidor, profissional de mídia entre outros grupos de interesse, podem replicar o conteúdo entre seus pares nas mais diversas redes sociais existentes.

5. Transparência: na medida em que a empresa organiza seu conteúdo de forma transparente através de um blog, ela abre um canal de comunicação e relacionamento muito forte e positivo com todos stakeholders criando uma relação de mão dupla na medida em que as pessoas podem comentar sobre as postagens abertamente. Recomenda-se responder a todas essas interações na brevidade do possível.

6. Seguidores cadastrados: os blogs podem ter mecanismos de cadastro de seguidores e, com isso, permitir que eles definam a forma com que querem receber as postagens mais recentes, i.e., email, torpedos, Twitter, RSS, etc...Quanto maior for essa base de fãs, maior será a potencial viralidade de cada postagem. O blog também pode ser integrado a ferramentas de CRM - Customer Relationship Management.

7. Viralidade: a postagem chega ao mercado instantaneamente, em tempo real e pode gerar uma participação ativa dos seus fãs, conferindo um legítimo e valioso feed-back para aquela ação. Além disso, caso o conteúdo não seja mais editado/removido, o efeito dessa postagem pode permanecer vivo por tempo indeterminado em qualquer parte do mundo que tenha acesso ao idioma em questão.

8. Integração com demais redes sociais: os blogs podem ser facilmente integrados a diversas redes sociais criando uma série de referências cruzadas com as mesmas. Da mesma forma que o conteúdo específico e gerado nas diversas redes sociais pode ser rapidamente publicado no blog. Inclusive, o blog pode estar integrado com a rede social corporativa.

9. Relevância e atratividade: uma vez que tenham sido corretamente editados e programados, os blogs são agentes importantes para se ganhar relevância perante as ferramentas de busca da Internet (SEO - Search Engine Optimization) e gerar atração pelas atividades da entidade.

10. Gestão de conhecimento: o blog é uma excelente ferramenta de gestão do conhecimento pois ele permite que a empresa o organize e documente seu conhecimento e que convide os demais stakeholders a fornecer significativas formas de melhoria do mesmo, na medida em que se cria um repositório de conhecimento.

Finalizamos destacando que editar uma blog corporativo não é uma ação para amadores. e que pode ser feita de qualquer forma sem estar estruturada por uma clara linha de pensamento estratégico. As pessoas envolvidas no preparo e na edição do blog corporativo devem ser profissionais capacitados ao desafio.

Sua empresa já possui blog corporativo? E se o seu competidor já o tiver?


Octavio Pitaluga Neto
TEN - Top Executives Net
CNO - Chief Networking Officer


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More Stories By Octavio Pitaluga

CNO - Chief Networking Officer of TEN - TOP EXECUTIVES NET

Business networks manager, certified international business coach, public speaker and trainer. The most connected South American professional in the main online social and business networks.

He defined the CNO - Chief Networking Officer responsibilities on Wikipedia. In the corporate world, I have worked for Tele2 Europe as Marketing and Sales Director of its electronic transactions processing subsidiary, 3C Communications, responsible for operations in up to 17 countries and four business units in Western Europe. I also worked for Seara Alimentos (Cargill Group now) and Kanematsu do Brasil Ltda. I possess an MBA degree from RSM Erasmus University, The Netherlands and post-graduation studies in International Business for UFRJ/ECEX. My academic background and professional experience relates to sciences, international business and marketing of technology with relevant international business exposure in more than 25 countries.

Languages skills: Portuguese, English, Spanish and Japanese (intermediate).

Hobbies: Friends, family, travelling, horses, multi-cultural issues, movies, dancing and out-door activities in general.

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