Based on new kinds of discussion and emerging social networks, blogs strongly enrich the relationship between consumers and companies, and promote the company's image.
Consumers' demand for discussion has generated new blogging practices, the use of webcams, video-sharing, and audio and video podcasting.
To take advantage of this trend, companies must heed good practice in terms of client relations when managing their blogs.
In the recent past, the blog was relegated to the rank of a personal diary with no real relevance to the corporate world.
Doubts over the quality of information, and lack of interest 
in Mrs Smith's affairs or preferences meant it was difficult for marketers to imagine that the blog could possibly be of interest to a wider consumer audience.
But the freedom of expression generated by the blog gave rise to a community and the different aspects of blogs, including their market potential, became of great interest to the corporate world.
In the field of tourism, Expedia was one of the first players to create a blog platform for travellers, generating Internet user loyalty through the use of travel diaries, which became powerful canvassing tools through natural referencing.
The image of the personal blog distorts the strategic value and potential of a company blog. It risks blinding a company to the resources and strategy required to establish a corporate blog. Good reasons are not enough. The value of using a blog has to be established.
Good reasons for launching a compagny blog
The reasons motivating companies to launch a blog seem to be based on appearance. They are mainly linked to the following needs :
► Bringing together experts and employees : the tour operator Marmara brought together 100 travel agents through its Top Expert operation
► Attracting prospective clients and purchasers
► Discussions with consumers
► Informing Internet users : GO Voyages informed consumers of the establishment of an e-ticket in air transport
► Receiving customer opinions
► Advising clients : the travel agency Opodo used its blog to give travellers a huge amount of information on ways of refunding airline tickets.
Justification for a company blog rests both in the legitimacy of promoting and establishing the company within its field and on its ability to build a long-term, informative relationship based on listening and discussion.
These points form the basis of using a company blog.
Use value = editorial value + relational value
Prior to launching a blog, a company should ask itself questions about :
♦ the target population of the blog
♦ the editorial line planned, which should be rigorously developed to ensure consistency in the articles, thus strengthening the blog's reputation
♦ the organisation of internal resources allocated to the relationship with readers on the subjects of :
1. moderating discussions
2. the analytical, editorial approach to the nature of these discussions
3. how to handle questions or remarks by Internet users in relation to pre-sales, produce/service offer, after sales or the fundamental values of the company.
4. the nature of the company's response.
Editorial value is the result of regular and rigorous work on :
- the quality of the written word in terms of the target population
- updating information
- responding to current issues
- maintaining publications, possibly in the form of articles, in order to keep readers' attention, with the support of back links in order to link to information which is already available on the blog
- the ability to reiterate brand values and strengths.
In conclusion, even although the editorial line has to be established before the blog is launched, it is regularly adapted to company activities, changes in the professional field, and above all to the demands and needs expressed by Internet users through their questions and comments on the blog.
