In the USA, corporate blogs have become a popular tool for external communication. In Germany, they have not yet become established as an integral part of corporate communications.
Even if companies decide against running a corporate blog, the topic should stay on their agenda with a view to developments going forward. Companies should keep track of how their image fares in the “blogosphere”, the new communications arena.
Full text of research in English
Blogs: The new magic formula for corporate communications? [dbresearch]
Blogs: ein neues Zaubermittel der Unternehmenskommunikation? [dbresearch]