Pruulmann-Vengerfeldt, Pille, juhendajaKirst, KadriTartu Ülikool. SotsiaalteaduskondTartu Ülikool. Ajakirjanduse ja kommunikatsiooni osakond2010-10-212010-10-212007http://hdl.handle.net/10062/15618Purpose of the study This bachelor thesis aims to map the landscape of Estonian corporate blogs. It focuses mainly on the following topics: the effectiveness of (corporate) blogs in public relations and their role in the society at large, the potential and purposes of blogging, the definitions and categorizing of (corporate) blogs, good and bad practices. The main research questions were as follows: What is the current situation in the Estonian corporate blogosphere? If and what kind of enterprises should and should not blog? What is the potential and purpose of (corporate) blogging? What is the role of blogs in the yesterday, today and tomorrow of the Estonian corporate- and infotechnological realm? Keywords: corporate blogging, blogging definition, blogging typology, Information society, public sphere, public relations, effectiveness, potential and purpose of blogs Nature of the study The nature of this research is mainly question-asking and situation-mapping, it is an introduction to, hopefully many future studies on the topic. As for now, the bachelor thesis claims to offer an insight to the field of Estonian business blogs, discuss different viewpoints and questions that could be important in context of the topic (further on). Method The empirical methods used were mapping and expert interviews. The selection of 35 corporate blogs were mapped during January and March-April, 2007 using the search engines of www.neti.ee, www.google.ee, www.blog.ee, www.blog.tr.ee and www.ajaveeb.ee. The search words were „blog”, „corporate blog”, „business blog”, „group blog” and the names of different enterprises. Virtually all topic catalogues of neti.ee were scanned through (e.g. media, banking, tourism, catering, technology, ministries). Blogs were also found through personal recommendations and tips. The blogs are mapped by their author(s), content, purpose, extent and pattern. Yet the main value of the thesis lies in the expert interviews. Three experts, gurus of the field were interviewed: the chief editor of the technology magazine [Digi] – Henrik Roonemaa, the founder and CEO of the internet marketing enterprise Altex – Robin Gurney and the „Technokratt” and media hacker, schooler and thinker – Peeter Marvet. Key findings: the mapping The main results were: blogs are not very accessible, companies do not introduce or define their blogs (why and for whom are they blogging?), much visual and systematic confusion occurs (who is blogging, how can I get back to main website?), there is still little CEO blogs and all-employee blogs, rather groups (of experts) than individuals, blog. Thankfully, the promotional blog is not very widely spread in Estonia (for now) and personal topics are preferred. Key findings: the interviews The company planning to start blogging should first think through what do they want to achieve, can it be done by blogging, what is the time-cost benefit, what are the alternatives, do they have a good blogger, what do they have to say and who should care? The purpose of blogging is to reach the win-win solution of a mixed-motive communication (satisfy the company’s needs while trying to help our publics to satisfy theirs). Blogosphere, as such, is a complex term and according to the interviewees, a corporate blogosphere, as such, does not exist (in Estonia). The interviewees did also not believe in the power of blogs to create community. They agreed that blogging can be an effective PR-tool, when used properly, when used badly (a „dead” blog, uninteresting content, not dealing with the comments), it could be devastating to the company. In the future visions, Marvet sees that the information is starting to drift pass media (post advertising media). Roonemaa is also convinced that the importance of the Web in our everyday and business lives continues to rise. Gurney knows already today that the markets are conversations.application/pdfH Social Sciences (General)bakalaureusetöödinfoühiskondInternetettevõttedajaveebidsuhtekorraldusThesis