Businesses can establish a continual dialogue with clients, press and contacts via blogging, one social media network has claimed.
According to the Social Media Portal (SMP), brands and companies should strive to have multiple people managing the blog.
This ensures that content can be produced frequently and also presents a broader picture of an organisation, said the body.
Rachel Hawkes, co-founder and editor at SMP, said: "Many corporate blogs begin when brand stakeholders see what an impact a blog can have for a peer or competitor and want to be able to harness the power of social media for themselves."
She added that a blog is a great way of having a consistent conversation with people connected with the business.
Meanwhile, the State of the Blogosphere 2008 report, published by Technorati in September, revealed that the majority of bloggers have advertising on their sites.
The mean annual revenue is £3,420 with more than £42,000 in revenue being made by those with 100,000 or more unique visitors per month.
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