Abstract
Using design and communication principles, this study uses a content analysis design to evaluate all active blogs from the 2011 Fortune 500 list (n = 125). The results indicate that corporate America has only modestly incorporated the dialogic principles into their blogs. Current corporate blogs are well-designed as far as making them searchable and easy to navigate; however, the blogs are mostly being used to provide information in a one-way manner rather than creating an open dialogue with consumers. While blogging can enhance relationships with stakeholders, corporate communicators must strive to develop legitimate conversations with their blog readers.
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