企业博客内容和管理模式的研究外文翻译.doc

本科毕业设计（论文） 外 文 翻 译 原文： A Study on Content and Management Style of Corporate Blogs Blog was used for publishing online journal when it was first introduced. Personal bloggers use blog for personal expression and communication. Nardi et al. discovered five major motivations for blogging: documenting one’s life; providing commentary and opinions; expressing deeply felt emotions; articulating ideas through writing; and forming and maintaining community forums. Blogging has also been used a lot as a knowledge management tool. Experts in a particular field can use their blogs to publish and distribute their acquired knowledge about the subject area People who read such blogs can interact with the experts and make their own voice heard by leaving comments as reviewers. Other than personal use, blogs can be created and maintained by multiple authors within a workplace, a team, a family as a computer mediated communication tool. Corporate blog is an example in this category. Fredrik defined corporate blog as “a blog published by or with the support of an organization to reach that organizations goals. In external communications the potential benefits include strengthened relationships with important target groups and the positioning of the publishing organization (or individuals within it) as industry experts. Internally blogs are generally referred to as tools for collaboration and knowledge management.” Early practitioners in corporate blog include Microsoft, Sun Microsystems, SAP developers, Oracle, Macromedia and etc. Although people predicted that blog will be commonplace for most marketers in the future, it seems that currently most marketers are still taking the wait-and-see approach. Statistics from Socialtext show that currently only 5.8 percent of the top Fortune 500 corporate blogs. It seems a trend to start a corporate blog for companies, but it is not so clear what people are doing with them. What kind of content should be posted on a corporate blog? How s