Корпоративният гражданин и вписването му в мрежата: блогът като инструмент за маркетингово общуване
The corporate citizen and its entry in the network: the blog as a tool for marketing communication

Author(s): Teodora Petkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: corporate blogging; corporate citizenship; business blogs; digital marketing; Web
Summary/Abstract: The interconnected world we live and work in; the new ways we consume content on the Web and the endless possibilities for interaction online challenge corporate online presence and communication. The ever-increasing transparency Web calls for an ever-increasing authenticity and integrity in any communication; that of the corporate blogging included. The article looks at the essence of corporate blogs and their relationship to the concept of corporate citizenship. It is argued that business blogging can serve as an effective digital marketing tool only if used as a two-way; authentic; audience-wise communication practice.

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