Organisational blogs: benefits and challenges of implementation

Purpose – The purpose of this paper is to identify the theoretical link between blogs and organisational learning. It aims to provide a set of practical guidelines on how to overcome the challenges of implementing an organisational blog.

Design/methodology/approach – A literature review will be used to examine blogs and their association towards organisational learning and an illustration of how one company reacted to using blogs will be provided.

Findings – It was discovered that implementing blogs within organisations can present challenges that might be overcome through properly informing and educating staff about their organisational benefits. A set of guidelines is presented as an implementation checklist for companies considering using internal blogs.

Research limitations/implications – The paper does not examine the adoption of blog use within multiple organisations but reflects on the challenges of running blogs in one specific organisation. The problems identified might not apply to all types of organisations. Further research will be required to determine this.

Practical implications – The paper provides a set of guidelines that allows organisations to assess whether blogging is right for them and suggests steps to take that can stimulate an organisational blogging culture.

Originality/value – The paper offers practical advice and guidelines that help management to overcome difficulties associated with the introducing of organisational blogs internally. The paper provides a novel academic perspective in which organisational blogs might not be as straightforward to implement as argued in the literature.