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Building A Network Using Blogs
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Building A Network Using Blogs

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Slides from a 90-minute training course for regional newspaper journalists on how to build a network with a blog

Slides from a 90-minute training course for regional newspaper journalists on how to build a network with a blog

Published in: Technology, News & Politics

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  • Transcript

    • 1. Building a network using blogs (Or how to build your audience online)
    • 2. 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! -
    • 3. 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 -
    • 4. 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 -
    • 5. 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! -
    • 6. How can journalists use blogs?
      • Find good blog posts
      • Produce good blog posts
      • Market your blog
      • Have the conversation
    • 7. Find good content
      • Research other blogs with related content: - Google Blog Search - Technorati - Blogrolls
      • Subscribe via RSS
    • 8. 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 -
    • 9. 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
    • 10. 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 -
    • 11. 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 -
    • 12. 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 -
    • 13. Don’t be an arsehole - journalists are not anonymous -
    • 14. 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 -
    • 15. Any Questions?
    • 16. 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

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