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Best of HR – Berufebilder.de®Katharina Daniels worked as a journalist and PR consultant for, among others, Focus, manager magazin, ADAC and the German statutory accident insurance. The law graduate was a daily newspaper editor in print and online for 14 years. As a specialist journalist and PR consultant with a focus on corporate communication, she worked for Focus, manager magazin, ADAC and the German statutory accident insurance company, among others. She conceptualized congresses for the Federal Institute for Occupational Safety and Health and the German Society for Personnel Management and has published numerous books. Her work focuses on health management, medical and clinical communication, as well as personnel development, organizational and work psychology and in the field of reintegration and rehabilitation strategies for employee loyalty. She also looks after and designs websites and company blogs such as leadership-in-change.de.

Corporate marketing in social media: a ship sets course

But what really makes a good corporate blog? First of all, the blog is its own ship, which is sailing through the seas of virtual realities.


In my blog, I am the captain

I'm a passenger on social media platforms, and I'm the captain on my blog.
The weblog was created from the word combination web and log or logbook of a ship, in which the important coordinates of the own course are regularly entered.

I agree! Of course, the blog is set. It is a self-disclosure. It serves to ascertain and verify, where am I? Where do I go? Is thus a considerable degree of self-referential. The blog operator selects the topics he wants to communicate to the world.

Social media: An environment created by others

Now one may object that in a social media forum the users can open their threads. True, they move in an environment created by others in which they set their own little accents.

They are like a tenant in a residential block, which can make their own apartment individually and perhaps create other small niches. If the block of flats is demolished or converted, this affects directly the tenant.

The hiring of corporate bloggers at Xing

When XING closed its “Themes” feature, some corporate bloggers were rented out and homeless. A blog is like your own house - or, to stay in the nautical field - like your own ship.

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Now many ships curve around in the world's oceans, their logbooks also provide information to each other about where the other ships are traveling and where lines could cross. A variation in communication. And more and more blog “ships” are cruising through the virtual oceans.

What makes my blog special?

High time to ask yourself: what makes my blog special? Because a blog wants attention, it wants an echo on its calls, in order to be able to visualize itself by the reaction of readers of its own.

The information and the talking together are as old as mankind itself. One could also say: E-communication is the virtual form of the Grooming Talk. What does this mean for company blogs?

Blogging instead of skin care?

The anthropologist Desmond Morris sees our need for exchange as a civilizing substitute for the mutual care of the primates. Reversing the lice from the fur is a kind of affection and interest.

Since we rarely discover “naked monkeys” lice in the existing hair growth of the other person and this kind of care would also be considered quite disrespectful, we rely on other means of contact.

Virtual rituals in social coexistence

In times of e-communication, there are correspondences for all stages and variations of the fur care talk.

And they are developing at breakneck speed. The eMail already has a venerable character today. Each of their own cultures of dealing with each other are characterized on the social media channels.

The different stages of grooming talk

Morris defines different stages of the “Grooming Talk”: From the ritualized gesture of recognition - waving, moin-moin, Grüß Gott, high, clapping in youth groups - to the cheek kiss to chatting in a sociable group.

Today, although this is by no means a new phenomenon, network talk has stylized itself into a very special “work of art”. “Decorated” with many guides; how do i network properly? And to visit in many different ways, from the exclusive closed shop to everyone-speaks-with-every chat in virtual networks or social media platforms.

New communication channels raise questions

Well, for us they are - still - relatively new. Judging by the development of communication channels in the past decades. And blogs? Simone Janson has recently warned against confusing her own blog with communications via XING and Co. Right is her! It is something different!

It also applies: A blog that is not read, has missed its purpose. The purpose of a post should always be good legibility!

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3 responses to “corporate marketing in social media: a ship sets course”

  1. communications9 says:

    RT @SimoneJanson: The sense and purpose of corporate blogging - Part 2: A ship sets course

  2. DanielsOnFly says:

    Who's blogging?

  3. SimoneJanson says:

    Sense and purpose of corporate blogging - Part 2: A ship sets course

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