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Sharing Your Corporate Culture Online

by Kevin Richard on January 19, 2010

Sharing Your Corporate Culture Online

With competition in any industry these days becoming more and more intense it’s especially important to differentiate yourself from your rivals. Demonstrating your company culture (or what makes your company tick) online can be a great differentiating factor in building relationships with your customers. By letting customers know who you are and what you believe in as a firm they are better able to relate and are more likely to be brand loyal.

The Case of IBM: Tech giant IBM is one of the few firms that have let its corporate culture flow freely on the net. In a case study by Adam Christensen, he looked at how IBM used its internet and social media properties to create a more public persona of the firm. By working with the firms strengths (a company of experts who are highly diverse and collaborative) the firm was able to build properties and guidelines which not only strengthened their public persona but also the interactions between IBM employees.

What can your company do?

There are many other great examples of demonstrating corporate culture online which can start from your hosted website to demonstrating yourself through different mediums and social media outlets.

Your Voice: Demonstrating yourself through the text and images on your site is an easy first step. LuLulemon is a good example of a company that is more than just an athletic clothing store by exuding its values and corporate beliefs on its website. Similarly you can let customers know more about you through the content of your site sharing the many layers of your company.

Empowering Employees: Your employees can play a key role in telling your company’s story. They can share what they do in their day-to-day work, why they enjoy your company as well as knowledge that they hold that can make your customer’s experience better (BlogSouthwest is a great example of this). A very easy way to do this can be through a company blog which can be installed easily with’s WordPress plugin.

Being More Social: Social media sites can also be a great way of demonstrating the culture of your company. By having a company twitter account or Facebook fan page you can share information on your company as well as news and information that fits with the beliefs of your company.

By becoming more than just a company that your customers buy products from, your customers will feel more secure in their purchase decision because they’ll know that there is a person behind what they buy. Your customers will begin to not purchase your product just based on price or features  but also on emotional bond they share with your firm.

Related posts:

  1. Using Social Media to Build Traffic for Your Website
  2. Not Your Average Corporate Video: Gets Personal
  3. Windows SharePoint Services 3.0: More Than Just Document Sharing
  4. Take Me To Your Homepage: How to use online advertising to drive traffic to your website
  5. FaceBook’s Mark Zuckerberg: The Age Of Online Privacy Is Dead, And We Killed It


AnthonyJohnson February 17, 2010 at 6:50 PM

The internet is no longer optional for businesses.Aside from monsters like Wal-Mart almost everyone around has a blog, site and several social networking profiles.

If you aren’t doing the things listed in this article, you are behind the times guys and gals.

SwiftlyFalling February 18, 2010 at 6:23 PM

I agree, AnthonyJohnson.
No blog, no Twitter, no patronage!
The internet is where it’s at and it is an amazing way for businesses to create a stronger bond (or illusion of a bond) with the customers.

BatMan February 25, 2010 at 3:21 AM

In this day and age the more of a presence you can create online the better off you are. As a business or an individual you should use everything you have access to online to get your name out there and start networking.

Soon people will probably make all of their purchases online and do a great deal of their living through computers (Surrogates or Brave New World anyone?), so you need to start building a presence if you want to be successful.

OfftheWall August 23, 2011 at 9:12 AM

If the future is going to look like Brave New World, BatMan, maybe I should rethink this whole online presence thing. :)

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