Should a corporate blog always deal with corporate subjects? Or Shouldn’t? Amazon Daily blog case history can be applied to a small company?

Amazon daily blog

Amazon daily blog is a  interesting example of a corporate blog.

Even if I cannot assure this, it is my impression that Amazon daily blog started as an internal corporate blog (its first post dated 2006) where all Amazon employees could blog about Amazon but also about their subject and passions.

Than it evolved in a Corporate communication blog open to public. As you check in Web.archive.org Amazon Daily blog never appeared in Amazon web site before April 17th 2007.

The first impression seeing Amazon daily blog is that the attention is about people’s everyday life: all Amazon products are connected to each blog post.

The above all attention is about content:

For this reason in Amazon Daily blog there are some blog posts that aren’t related to Corporate Amazon web site:  this is in my opinion very interesting, also because amazon uses this feature as a RSS strategy.

People can customize their blog RSS FEED by opting in or opting Amazon Daily blog categories.People has to be subscribed to Amazon.com blog in order to personalize their blog content.

What are the communication effects (or benefits) of doing it?

• Amazon daily blog has an average of 15 post a day: of course, is written by Amazon corporate staff.
• Amazon daily blog deals of lots of subjects broading lots of themes, including also Amazon news. But Amazon news and events are not more visible than contents.
• Amazon can increase their customers: people can personalize their Amazon daily blog, bust must register themself. 
• Amazon daily blog has pratically a little or no cost because it is written by amazon staff.
• Amazon.com daily blog encreases Amazon Brand name popularity.
  

These are maybe positive effects of Amazon daily blog strategy.

Amazon is a big player: I am thinking about this strategy applied to small players. Could it be possible to apply to a small company?

I’m asking myself this question because I know that sometimes small companies who have a blog, has not tons of corporate news or themes to deal about.

For this reason if their staff deal about other contents it could be a strategy in order to spread their brand name. Maybe effects could be:

• Brand name popularity
• More content so more audience
• A strategic way in order to increase subject to speak about
• A more emotional and nearer to human being communication style.
• But a lesser attention to corporate content and strategy

What is your opinion about?

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