Benefits of Business Blogs

Professional blogs can provide businesses with business intelligence and develop consumer interaction (Chau and Xu 2012). The Internet has become a main source of information and has allowed professional blogs to be of benefit to businesses.  As stated by Chau and Xu (2012 p. 1), “The increasing popularity of Web 2.0 has led to exponential growth of user-generated content in both volume and significance.” With a greater understanding of a businesses consumer segment created through a more personal bond, a stronger foundation to conduct business is established.

Professional blogs can offer exclusive business intelligence.  A business blog is the opportunity for stakeholders to give product reviews, state opinions, and share ideas in anticipation to better meet the consumers' needs.  The professional blog also is an opening to potentially gain insight of competing efforts and other external factors. Because of the insightful information that is generated on a professional blog, businesses have the opportunity to make more informed business decisions (Chau and Xu 2012).  

Professional blogs can develop an interactive relationship among consumers and businesses.   When a business shares a common interest with a consumer, a social link is created (Chau and Xu 2012). Interactive activities such as posting or commenting allow the business to have a more personable image, creating a more intimate connection between the business and the consumer.  An example of the personal touch a blog can provide is demonstrated in the “Snapple Real Facts” blog. The blog composes postings of a personally collected bottle cap facts for readers to indulge in. The blog gives consumers better insight of Snapple’s culture and creates an interactive environment with a more personal tie.

References

Chau, M., & Xu, J. (2012). BUSINESS INTELLIGENCE IN BLOGS: UNDERSTANDING CONSUMER INTERACTIONS AND COMMUNITIES. MIS Quarterly, 36(4), 1189-1216.

"Snapple Real Facts." Web log post. Blogger, 2009. Web.