I am currently looking into the controversial world of corporate blogging as part of my MA Online Journalism at BCU
I have found a massive anti-campaign towards “ghost” or “proxy” blogging, i.e. writing a blog under someone else’s name. This is often seen as deception and goes against the transparent ethic of blogging. However it seems to be big business with more companies realizing they need to be online but don’t have the skills or the time to do it.
What about corporate blogging on behalf of a company? Is this equally deceptive?
There is another issue: editorial integrity.
If you are being paid to blog you are simply a copywriter, right? You are not being paid to criticise the company or the brand – you must toe the line.
Are any companies embracing transparency to the point where they are happy to see their own company blog attack them?
I’d love your thoughts. Thank you.