| Abstract | Blog je web stranica na kojoj se nalazi sadržaj koji obuhvaća tekstove, slike i multimediju te se
unosi prikazuju kronološki. Pomoću korporativnih blogova poduzeća povezuju s potrošačima,
provode personaliziranu marketinšku komunikaciju koja rezultira povećanjem povjerenja kod
potrošača i pomaže u prikupljanju informacija o potrošačima. Voditi blog poduzeća koji je
uspješan znači da blog redovito posjećuje značajan broj ljudi koji su nakon posjeta istoga
zadovoljni, koji komentiraju sadržaj bloga te mu se ponovno vraćaju. Poduzeća koja vode
korporativne blogove nailaze na brojne izazove koje moraju savladati, a neki od njih su : prebrzo
odgovaranje na negativne komentare posjetitelja bloga, strah od kritike koja biva upućena od
strane posjetitelja, osoba koja piše blogove nema dovoljno znanja o temi o kojoj piše, nakon objave
posta na blogu više se ne provjerava što se događa na istom, blog pišu osobe koje koriste formalni
poslovni jezik, blog nema definiran tijek ni pravila komunikacije, neredovito ažuriranje sadržaja,
izostanak istaknutih pravila komunikacije, objavljivanje postova s pogreškama, itd. U radu će se
navesti i prikazati dva korporativna bloga, blog Studija za dizajn interijera Mirjane
Mikulec/InDizajn Mirjane Mikulec i blog agencije Escape Digital Agency. S obzirom na značaj
koji blogovi danas imaju za poslovanje poduzeća, s naglaskom na to da se putem istih ostvaruje i
održava komunikacija i odnos s kupcima, iste će poduzeća i u budućnosti koristiti u poslovanju i
za očekivati je da će posjetitelji bloga, kako se budu razvijale tehnologije, imati veću i važniju
ulogu u stvaranju i dijeljenju sadržaja na blogovima nego što ju imaju danas. |
| Abstract (english) | A blog is a website that contains content that includes text, images and multimedia, and entries are
displayed chronologically. Using corporate blogs, businesses connect with consumers, conduct
personalized marketing communications that result in increased consumer trust, and help gather
information about consumers. Running a successful company blog means that the blog is regularly
visited by a significant number of people who are satisfied after visiting it, who comment on the
content of the blog and return to it again. Companies that run corporate blogs encounter numerous
challenges that they have to overcome, some of which are: responding too quickly to negative
comments from blog visitors, fear of criticism from visitors, the person writing the blogs does not
have enough knowledge about the topic he is writing about, after the blog post is published, it is
no longer checked what is happening on it, the blog is written by people who use formal business
language, the blog does not have a defined flow or rules of communication, irregular updating of
content, absence of prominent communication rules, publication of posts with errors, etc. In the
work two corporate blogs will be listed and displayed, Mirjana Mikulec's Studio for Interior
Design/InDizajn Mirjana Mikulec blog and Escape Digital Agency's blog. Considering the
significance that blogs have today for the business of companies, with the emphasis on the fact
that communication and relationship with customers are achieved and maintained through them,
companies will continue to use them in their business in the future, and it is to be expected that
blog visitors, as they develop technology, have a bigger and more important role in creating and
sharing content on blogs than they do today. |
