What are the advantages and disadvantages of implementing internal versus external employee blogs in a corporate setting? Are there certain industries where one of these strategies makes more sense?
The obvious advantage of implementing internal vs. external blogs is that there are less resources required for editing of internal blogs as they are only internal and do not need to be prepared for an external audience. Internal blogs can be highly effective in disseminating information as well as bringing up issues and topics they may otherwise be ignored by other forms of internal corporate communications. However, corporations must also be aware of the fact that bloggers can also go off-topic, so blogs may become irrelevant and lead to unproductive employee behavior.
The benefits of external blogging include an innovative corporate culture and easy and fast global communication. Issues and topics that are not disseminated via traditional media forms can be discussed and discussed endlessly in blogs. However, corporate external blogging requires extensive resources. IT infrastructure needs to be developed and maintained and review for compliance for appropriate content need to be conducted. Additionally, if an adverse post gets released there can be dire ramifications.
Certain industries should probably not entertain the idea of external blogging, especially on any sort of large scale or unmonitored form. These industries could include finance, psychology, high-tech and government among others. These industries are highly regulated and any client information or company secrets that are released could have a highly negative impact and the benefits of disseminating instantaneous and spontaneous information would not outweigh the costs.
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