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

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  • Building A Network Using Blogs

    1. 1. Building a network using blogs (Or how to build your audience online)
    2. 2. Aims <ul><li>What is different about blogging? </li></ul><ul><li>What is the point? </li></ul><ul><li>How to best use blogs </li></ul><ul><li>Setting up a blog (time permitting) </li></ul><ul><li>- based on my own experience – not gospel! - </li></ul>
    3. 3. Blogs – misunderstood? <ul><li>“ 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.” </li></ul><ul><li>- Kevin Anderson, Blogs Editor, The Guardian - </li></ul>
    4. 4. Publication vs. Communication <ul><li>Publication: </li></ul><ul><li>One-way process </li></ul><ul><li>At the end </li></ul><ul><li>Communication: </li></ul><ul><li>Two-way process </li></ul><ul><li>At the start </li></ul>- 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. 5. Why should we care? <ul><li>Newspaper companies </li></ul><ul><li>Hits and unique users are not enough </li></ul><ul><li>Lack of strong brand identity online </li></ul><ul><li>Where is the subscriber equivalent online? </li></ul><ul><li>Journalists </li></ul><ul><li>Online community is part of our patch </li></ul><ul><li>Way to reach beyond the PR machine </li></ul><ul><li>Individual becoming the trusted brand </li></ul><ul><li>Way to establish expert credentials </li></ul>- This is the competition! -
    6. 6. How can journalists use blogs? <ul><li>Find good blog posts </li></ul><ul><li>Produce good blog posts </li></ul><ul><li>Market your blog </li></ul><ul><li>Have the conversation </li></ul>
    7. 7. Find good content <ul><li>Research other blogs with related content: - Google Blog Search - Technorati - Blogrolls </li></ul><ul><li>Subscribe via RSS </li></ul>
    8. 8. Produce good content <ul><li>Blogs work when they are based on: Candor Urgency Timeliness Pithiness and Controversy </li></ul><ul><li>(maybe Utility if you want six) </li></ul><ul><li>- Seth Godin, Online Marketing Expert, 2004 - </li></ul>
    9. 9. Produce good content <ul><li>Subject Ideas: </li></ul><ul><li>Choose a subject that is connected to your life </li></ul><ul><li>Story behind the headlines </li></ul><ul><li>Expert analysis </li></ul><ul><li>Get inspiration from others (v.important) </li></ul><ul><li>Don’t be too restrictive </li></ul>
    10. 10. Market your blog <ul><li>Can’t just publish and hope search engines will do the job. </li></ul><ul><li>Newspapers advertise using poster bills – need online equivalent </li></ul><ul><li>- Blogroll - </li></ul><ul><li>- Trackbacks - </li></ul>
    11. 11. Market your blog <ul><li>Blogroll: </li></ul><ul><li>List of links to sites that you read </li></ul><ul><li>Interesting and relevant to your blog </li></ul><ul><li>Blog owners can see that you’ve linked to them using their report tools </li></ul><ul><li>Trackbacks: </li></ul><ul><li>Notifies blogger that you’ve linked to their post. </li></ul><ul><li>Advertises your site to their audience (if approved) </li></ul><ul><li>Having trackbacks indicates you’re worth writing about. </li></ul>- also remember social networks -
    12. 12. Have the Conversation <ul><li>Comment boxes are for everyone – use them! </li></ul><ul><li>Comments can make or break audience loyalty </li></ul><ul><li>ALWAYS reply to comments on your blog where possible </li></ul><ul><li>Comment on other blogs </li></ul><ul><li>- Remember there are rules of engagement - </li></ul>
    13. 13. Don’t be an arsehole - journalists are not anonymous -
    14. 14. Don’t be an arsehole <ul><li>(and avoid the Dickwads) </li></ul><ul><li>Earn your place in a network, don’t expect it. </li></ul><ul><li>Admit that you are not always right (even if you think you are). </li></ul><ul><li>Defend your point without dismissing others. </li></ul><ul><li>Not all humour travels well. </li></ul><ul><li>Listen. </li></ul><ul><li>Use reasonableness as a weapon. </li></ul><ul><li>- Show your humanity - </li></ul>
    15. 15. Any Questions?
    16. 16. Links <ul><li>Paul Bradshaw - Online Journalism Blog </li></ul><ul><li> </li></ul><ul><li>Jeff Jarvis – Buzzmachine </li></ul><ul><li> </li></ul><ul><li>Alison Gow </li></ul><ul><li>http:// / </li></ul><ul><li>Press Gazette - The Wire </li></ul><ul><li> /wire/ </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Slides for this presentation </li></ul><ul><li> </li></ul>
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