El blog corporativo, una herramienta de comunicación diferente

Abstract

Nowadays, with the development of the Internet, communication is evolving in an accelerated manner. People are looking for new information channels every day, using digital tools as a means to interact, forcing companies to change the way they communicate with their customers. In this current framework, in which entrepreneurs must guide the three areas where corporate communication acts: organization, management and marketing, a new medium called corporate blog appears. The objective of the article is to analyze the role that corporate blogs play in the business information process and in the decision of consumers, in order to publicize the benefits and advantages of creating and using them within organizations. To fulfill this purpose, the literature review technique was used, in which 21 articles published during the period 2005 - 2017 were analyzed. Each article was classified according to its content. The results obtained were satisfactory, achieving the objective of the research, these were: advantages of the corporate blog, the role it plays in business communication, factors that achieve greater visibility of the company on the web and internal aspects influenced by the creation of the blog in companies. In conclusion, the corporate blog allows organizations to implement online communication strategies, effectively manage the relationship between client - company and ensure an important presence in the digital world.