Corporate blog usage and its success factors: Multiple case studies at consulting firms in Indonesia

This study was aimed to analyse the obtained value of the company's corporate blog and its supporting factors. We conducted qualitative research by doing deep interview to three consulting firms in Indonesia that are still actively using a corporate blog to analyse the firms practice in managing the corporate blog in terms of motivation of use, functionality, writing ideas and concepts, constraints, policies and their impact on the organisation. We found several key important innovation features in the blog usage, among of them are to show company's identity, to engage company with its clients and society, to educate its employees in order to be known by society, and to walk the talk for increasing client confidence of company's intellectuality. In addition, we also successfully mapped these practices to success factors for sustaining corporate blog.