This document provides guidance on creating an effective blog. It discusses assessing blog readiness within an organization, including determining objectives and measuring success. Guidelines are presented for setting up a blog, writing high-quality posts, building an audience, and maintaining blog etiquette. Legal and ethical considerations are also addressed. The overall message is that regular, engaging posts that invite discussion can help build community and achieve strategic communication goals.
5. The Blogosphere…..
400,000 Blog posts are created every
day…
4.6 posts every second (16,000 per
hour)…
45% of blogs have not had a posting in
the past 3 months…
2.72 million blogs have been permanently
abandoned
300K blogs have been abandoned after
being regularly maintained for over a year
Only 5% of blogs are corporate
8. Blogs…
Blogs = Web Log
One of the highest profile catalysts for
change…
Allowing individuals or groups of like
minded individuals to publish on line….
Two new blog is created every second…
9. What is a Blog ?
“A weblog, or simply a blog, is a website
which contains periodic, reverse
chronologically ordered posts on a
common webpage…...”
14. Is Your Organisation Ready To Blog?
A true and effective blog is:
Dialogue – two way communication –
inviting comment and feedback…..
updated regularly….
Written consistently….
19. Why Do We Want To Blog ?
As a marketing strategy…
Thought leadership….
Community building….
Customer relations…
Advocacy…..
Brand Building…..
As part of the PR Strategy…..
20.
21.
22.
23.
24.
25.
26. Assessing Your Blog Readiness
What Problem What about
does Blogging credibility in
Solve for us ? the
blogosphere?
What’s the
business case How do we
for blogging? know if
blogging is
Why do we right for our
need to pay organisation?
attention to the
blogosphere?
27. Pay Attention To The Blogosphere?
Digital Natives…
“They Google, blog, Wiki,
Flickr, socialtext, post,
subscribe, annotate and,
above all, share.”
“The social web shifts media
from institutions to
communities where
participants benefit from
Group wisdom.”
Terry Semel
CEO Yahoo!
28. Pay Attention To The Blogosphere ?
“Could the music industry
have predicted the rise of
the Arctic Monkeys? The
answer is yes. By
monitoring blogs, chat room
activity and social media
sites they would have
identified an emerging
trend”
Heather Hopkins
Research Director
Hitwise
30. Creating Corporate Blogging Guidelines
Do not bring the company into disrepute
Do not defame or discuss your
colleagues or their behavior
Do not write anything defamatory
Do not blog in company time
Do not reveal confidential information
Do not reveal trade secrets
Respect your audience
Cite others blogging on the subject area
Be the first to correct your own mistakes