Building a network using blogs (Or how to build your audience online)

Aims What is different about blogging? What is the point? How to best use blogs Setting up a blog (time permitting) - based on my own experience – not gospel! -

What is different about blogging?

What is the point?

How to best use blogs

Setting up a blog (time permitting)

- based on my own experience – not gospel! -

Blogs – misunderstood? “ What confuses many journalists is that, to them, blogs are a publishing tool. But what we bloggers know is that blogs are a communication tool.” - Kevin Anderson, Blogs Editor, The Guardian -

“ What confuses many journalists is that, to them, blogs are a publishing tool. But what we bloggers know is that blogs are a communication tool.”

- Kevin Anderson, Blogs Editor, The Guardian -

Publication vs. Communication Publication: One-way process At the end Communication: Two-way process At the start - Blogs are communication in a public space - - Most bloggers assume they are sharing ideas with their interested networks - - Blogging platforms are designed to help them build these networks -

Publication:

One-way process

At the end

Communication:

Two-way process

At the start

Why should we care? Newspaper companies Hits and unique users are not enough Lack of strong brand identity online Where is the subscriber equivalent online? Journalists Online community is part of our patch Way to reach beyond the PR machine Individual becoming the trusted brand Way to establish expert credentials - This is the competition! -

Newspaper companies

Hits and unique users are not enough

Lack of strong brand identity online

Where is the subscriber equivalent online?

Journalists

Online community is part of our patch

Way to reach beyond the PR machine

Individual becoming the trusted brand

Way to establish expert credentials

How can journalists use blogs? Find good blog posts Produce good blog posts Market your blog Have the conversation

Find good blog posts

Produce good blog posts

Market your blog

Have the conversation

Find good content Research other blogs with related content: - Google Blog Search - Technorati - Blogrolls Subscribe via RSS

Research other blogs with related content: - Google Blog Search - Technorati - Blogrolls

Subscribe via RSS

Produce good content Blogs work when they are based on: Candor Urgency Timeliness Pithiness and Controversy (maybe Utility if you want six) - Seth Godin, Online Marketing Expert, 2004 -

Blogs work when they are based on: Candor Urgency Timeliness Pithiness and Controversy

(maybe Utility if you want six)

- Seth Godin, Online Marketing Expert, 2004 -

Produce good content Subject Ideas: Choose a subject that is connected to your life Story behind the headlines Expert analysis Get inspiration from others (v.important) Don’t be too restrictive

Subject Ideas:

Choose a subject that is connected to your life

Story behind the headlines

Expert analysis

Get inspiration from others (v.important)

Don’t be too restrictive

Market your blog Can’t just publish and hope search engines will do the job. Newspapers advertise using poster bills – need online equivalent - Blogroll - - Trackbacks -

Can’t just publish and hope search engines will do the job.

Newspapers advertise using poster bills – need online equivalent

- Blogroll -

- Trackbacks -

Market your blog Blogroll: List of links to sites that you read Interesting and relevant to your blog Blog owners can see that you’ve linked to them using their report tools Trackbacks: Notifies blogger that you’ve linked to their post. Advertises your site to their audience (if approved) Having trackbacks indicates you’re worth writing about. - also remember social networks -

Blogroll:

List of links to sites that you read

Interesting and relevant to your blog

Blog owners can see that you’ve linked to them using their report tools

Trackbacks:

Notifies blogger that you’ve linked to their post.

Advertises your site to their audience (if approved)

Having trackbacks indicates you’re worth writing about.

Have the Conversation Comment boxes are for everyone – use them! Comments can make or break audience loyalty ALWAYS reply to comments on your blog where possible Comment on other blogs - Remember there are rules of engagement -

Comment boxes are for everyone – use them!

Comments can make or break audience loyalty

ALWAYS reply to comments on your blog where possible

Comment on other blogs

- Remember there are rules of engagement -

Don’t be an arsehole - journalists are not anonymous -

Don’t be an arsehole (and avoid the Dickwads) Earn your place in a network, don’t expect it. Admit that you are not always right (even if you think you are). Defend your point without dismissing others. Not all humour travels well. Listen. Use reasonableness as a weapon. - Show your humanity -

(and avoid the Dickwads)

Earn your place in a network, don’t expect it.

Admit that you are not always right (even if you think you are).

Defend your point without dismissing others.

Not all humour travels well.

Listen.

Use reasonableness as a weapon.

- Show your humanity -

Any Questions?

Links Paul Bradshaw - Online Journalism Blog www.onlinejournalismblog.com Jeff Jarvis – Buzzmachine www.buzzmachine.com Alison Gow http:// headlinesanddedlines.blogspot.com / Press Gazette - The Wire blogs.pressgazette.co.uk /wire/ Journalism.co.uk www.journalism.co.uk Slides for this presentation www.joannageary.com

Paul Bradshaw - Online Journalism Blog

www.onlinejournalismblog.com

Jeff Jarvis – Buzzmachine

www.buzzmachine.com

Alison Gow

http:// headlinesanddedlines.blogspot.com /

Press Gazette - The Wire

blogs.pressgazette.co.uk /wire/

Journalism.co.uk

www.journalism.co.uk

Slides for this presentation

www.joannageary.com