{"id":238,"date":"2007-02-22T10:49:14","date_gmt":"2007-02-22T09:49:14","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/02\/22\/blog-dentreprise-mode-demploi\/"},"modified":"2023-04-19T11:57:42","modified_gmt":"2023-04-19T09:57:42","slug":"blog-d-entreprise","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/02\/22\/blog-d-entreprise\/","title":{"rendered":"Blog d&rsquo;entreprise : mode d&#8217;emploi et conseils d&rsquo;une blogueuse"},"content":{"rendered":"<p>Pour une entreprise qui souhaite contr\u00f4ler son image et\u00a0se rapprocher de ses consommateurs ou de ses salari\u00e9s, le blog d&rsquo;entreprise peut s&rsquo;av\u00e9rer tr\u00e8s utile:<\/p>\n<ul>\n<li>Il lui ouvre un\u00a0canal de communication\u00a0direct avec sa cible<\/li>\n<li>Il\u00a0 permet\u00a0d&rsquo;humaniser et d&rsquo;am\u00e9liorer l&rsquo;image\u00a0de l&rsquo;entreprise<\/li>\n<li>Il facilite la\u00a0remont\u00e9e et la circulation de l&rsquo;information<\/li>\n<\/ul>\n<h2>Blog d&rsquo;entreprise : mode d&#8217;emploi et conseils d&rsquo;une blogueuse<\/h2>\n<figure id=\"attachment_55211\" aria-describedby=\"caption-attachment-55211\" style=\"width: 520px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/blogtvit.png\"><img decoding=\"async\" class=\"wp-image-55211 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/blogtvit.png\" alt=\"Blog d'entreprise : mode d'emploi et conseils d'une blogueuse\" width=\"520\" height=\"340\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/blogtvit.png 520w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2011\/05\/blogtvit-459x300.png 459w\" sizes=\"(max-width: 520px) 100vw, 520px\" \/><\/a><figcaption id=\"caption-attachment-55211\" class=\"wp-caption-text\">Blog d&rsquo;entreprise : mode d&#8217;emploi et conseils d&rsquo;une blogueuse<\/figcaption><\/figure>\n<p>Cependant,\u00a0mettre en place un\u00a0blog d&rsquo;entreprise\u00a0n&rsquo;est pas d\u00e9nu\u00e9\u00a0de contraintes.<\/p>\n<p>Toute marque s&rsquo;engageant dans cette aventure \u00a0doit au pr\u00e9alable en accepter les r\u00e8gles (tansparence et respect de la libert\u00e9 d&rsquo;expression) et les risques \u00e9ventuels si la qualit\u00e9 de son produit, de son service ou de sa communication ne sont pas au rendez vous.<\/p>\n<p>Pour ne pas s&rsquo;engager \u00e0 la l\u00e9g\u00e8re, l&rsquo;entreprise tent\u00e9e par le blog doit respecter les \u00e9tapes suivantes<\/p>\n<ol>\n<li>V\u00e9rifier qu&rsquo;elle remplit bien toutes les conditions pour que son blog ait des chances de fonctionner .<\/li>\n<\/ol>\n<p>Une liste de questions permettant de faire le point sur ce sujet est propos\u00e9e dans le post \u00ab\u00a0Pr\u00eats pour cr\u00e9er un blog de marque ?\u00a0\u00bb<\/p>\n<ol>\n<li>Pr\u00e9ciser\u00a0les objectifs qu&rsquo;elle souhaite assigner \u00e0 ce blog.<\/li>\n<\/ol>\n<p>Un blog peut en effet prendre des formes tr\u00e8s diff\u00e9rentes selon les finalit\u00e9s qu&rsquo;on lui donne . Le post \u00ab\u00a0les 1001 formes de blog d&rsquo;entreprise\u00a0\u00bb recense les formes les plus courantes en donnant \u00e0 chaque fois des exemples concrets illustrant tous les cas de figure.<\/p>\n<ol>\n<li>En fonction de la forme de blog choisie\u00a0d\u00e9finir les r\u00e8gles\u00a0pratiques de sa mise en oeuvre:<\/li>\n<\/ol>\n<ul>\n<li>Quel degr\u00e9 de\u00a0proximit\u00e9\u00a0\u00a0ou d&rsquo;ind\u00e9pendance\u00a0vis \u00e0 vis de la\u00a0Marque ?<\/li>\n<li>Quel\u00a0auteur\u00a0(patron, salari\u00e9s, r\u00e9dacteur ext\u00e9rieur, consommateurs, fans) ?<\/li>\n<\/ul>\n<ul>\n<li>Quels\u00a0contenus\u00a0et quels formats (textes, vid\u00e9os, commentaires &#8230;) ?<\/li>\n<li>Quelle politique de\u00a0mod\u00e9ration\u00a0?<\/li>\n<li>Quels outils de\u00a0mesures\u00a0et quels crit\u00e8res de ROI ?<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Tout cela revient finalement \u00e0 \u00e9crire le\u00a0cahier des charges\u00a0de ce nouvel outil qui, s&rsquo;il est con\u00e7u s\u00e9rieusement et en pesant bien\u00a0le pour et le contre\u00a0pour chacun des points \u00e0 prendre en compte, \u00a0peut se r\u00e9v\u00e9ler \u00eatre un outil d&rsquo;une grande efficacit\u00e9 pour l&rsquo;entreprise.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour une entreprise qui souhaite contr\u00f4ler son image et\u00a0se rapprocher de ses consommateurs ou de ses salari\u00e9s, le blog d&rsquo;entreprise peut s&rsquo;av\u00e9rer tr\u00e8s utile: Il lui ouvre un\u00a0canal de communication\u00a0direct avec sa cible Il\u00a0 permet\u00a0d&rsquo;humaniser et d&rsquo;am\u00e9liorer l&rsquo;image\u00a0de l&rsquo;entreprise Il facilite la\u00a0remont\u00e9e et la circulation de l&rsquo;information Blog d&rsquo;entreprise : mode d&#8217;emploi et conseils d&rsquo;une &hellip;<\/p>\n","protected":false},"author":17,"featured_media":55211,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blog d&#039;entreprise : mode d&#039;emploi et conseils d&#039;une blogueuse<\/title>\n<meta name=\"description\" content=\"Pour une entreprise qui souhaite contr\u00f4ler son image et\u00a0se rapprocher de ses consommateurs ou de ses salari\u00e9s, le blog d&#039;entreprise peut s&#039;av\u00e9rer tr\u00e8s\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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