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Blogging Culture

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Transcript

  • 1. Be a Thought Leader
    • Blogging
    • Culture
    • Blogosphere
  • 2. What is a blog?
  • 3. Perceptions of Bloggers?
  • 4. State of the Blogosphere 09
    • 75% U.S. bloggers are college graduates
    • 40% have attended graduate school
    • One in three have a household income over $75,000
    • Most are male, married, and are parents
      • Nielsen/Netratings (2006)
        • 13% traffic attributed to blogs
  • 5. Motivated to Connect, but not Create
    • Nielsen 09
      • Social networking/Blogging 4 th most popular online activity
    • Pew 08
      • 33% of internet users read blogs
      • 11% of internet users doing so on a typical day
      • 12% of internet users have created a blog
  • 6.
    • "The future is the individual communicator, not big media.” Greg Hadfield, Telegraph Media Group's head of digital development
  • 7.
    • Fact vs. Opinion
  • 8. Going beyond info dissemination
    • Disseminators
    • Interpreters
    • Mobilizers
    • Adversarial
  • 9. Motivated Readers
    • Traditionalists
      • heavy tv, wx, mean age 52, 46%
    • Disengaged 14%
    • Integrators
      • tv and online 23%
    • Net newsers
      • blogs, online, technology news, engaged, 13%
  • 10. Motivated Bloggers
    • Hobbyist – creativity, therapy, passion
    • Self-employed – attracting new clients and sharing expertise
    • Part-timers – sharing expertise and opinion
    • Corporate - published and used by the organization to reach organizational goals
    • Community – to fill an informational void
  • 11. Live Blogging
    • http://www.coveritlive.com/
      • Commentary streams live to your web page or blog
      • Readers viewing the commentary can ask questions and participate in polls
      • Post pictures and respond to comments
    • http://www.rjicollaboratory.org/
  • 12.
    • Link blogging
  • 13. Splog
    • Paparazzi of the sports world
      • Dallas Mavericks owner Mark Cuban banned bloggers from locker room in March of 2008 because it had begun to take a toll on his players
      • Or a blog that disseminates spam
    • http://www.fatcyclist.com/
  • 14. Video or Photo Blog
    • http://blog.nextnewnetworks.com/
    • http://wvs.topleftpixel.com/
  • 15. User Quality
    • Quality from the provider prospective
      • Helpful and/or entertaining
      • Self-clean following publication
    • Research on smaller news publications
      • Emphasize community, more trusted as a source and prefer interpretative reporting
  • 16.
    • You must be passionate, have a desire to share and educate, and learn how to engage
  • 17. Sharing – SOB report
  • 18. Why?
    • Build community
    • Drive loyal traffic
    • Become an influential by helping others
    • learn
    • Access thought leaders
    • Monitor and connect to sources and ideas
  • 19. $$$$$
    • Link to reputable companies
    • Display ads
    • Paid to share expertise
    • Paid to show up to events
  • 20. Question to ask yourself (after this assignment)
    • Who will be interested in my blog?
    • Do I have the motivation to write a post at least once a week?
    • Do I want to do this to share what I know or can do to help others?
  • 21. How journalists blog
    • Not credible, but perceive they will have an impact
    • Rarely link to outside content
    • Blog corral
    • Serve your reader more than your employer
  • 22. Cison survey
    • 89% of reporters and editors use blogs for story research,
    • 65% to social media sites such as Facebook and LinkedIn,
    • and 52% to microblogging services such as Twitter.
  • 23. PR Hire Must Do Social Media
    • 80% Social networking
    • 77% blogging
    • 72% microblogging
    • 52% CMS
      • (iPressroom 09)
  • 24. Blogging Policies
    • Multiple social media policies based on position within company
    • Establish credibility and be clear
      • Twitter text box
    • Provide context to your argument by including research or support that helps people understand your argument
      • If you disagree, but thoughtful and polite
    • Get your facts straight
    • Identify any conflict of interest if you mention a company or product.
      • http://socialmediagovernance.com/policies.php
  • 25.
    • What is the Blogosphere?
  • 26. Blogosphere
    • Social network or public sphere representing a community that exists in space
    • Links = Quality Blog
      • Attribution
      • Link to one another to build social capital
      • Outbound vs. within links
        • Increase traffic
      • Increase transparency
      • Increase diversity of viewpoints on topics
  • 27. Identify Online Influentials
    • Find, Follow, and Listen
    • Culture
    • Helping, fun and/or engaging
  • 28.
    • What is a Blogroll?
  • 29. Comments
    • Build relationships
    • Extend conversation
    • Share links, ideas and resources
    • There must be rules!!
  • 30. Content
    • Provide recommendations
    • Include sharable visuals
    • Short posts
      • 250 words
      • Break into block paragraphs
    • Post once a day (M-F)
      • Most often 2 – 3
    • At least one link
      • Must be meaningful
      • Detail via links
    • Never delete anything
    • Provide credentials
    • Purpose
    • React quickly
    • Check grammar
    • Biography including email
    • Encourage comments
  • 31. Writing Titles/Headlines
    • Communicate a benefit
    • Controversy or debate
    • Use keywords
    • Power words (easy, discover)
    • Keep it short
    • Don’t use periods
  • 32. Elements of a Blog
    • Post
      • Video, picture, url
    • Blogroll
      • Collection of links
    • Comments (allow)
    • Categories (Labels) vs. Tags
    • Archives
  • 33. Copyright
    • Embed videos from news orgs. and YouTube
    • Link to content, not take content from other sites
    • Use stock photos
      • U.S. Copyright Office bluntly says: “Acknowledging the source of the copyrighted material does not substitute for obtaining permission.”
    • Creative Commons
  • 34. Blogs
    • Content Management System (CMS)
    • Blogger - owned by Google
      • Easy to use and get started
      • Easy to embed multimedia
      • Blogger mobile (send photos and text to your blog)
    • WordPress
      • Robust
        • Resembles a Web site with pages
      • Good comments spam filter
      • Customize CSS themes only if you pay
    • Both free
  • 35.
    • What is RSS?
  • 36. Identify Fellow Bloggers
    • http://alltop.com/
    • http://listorious.com/
    • http://www.postrank.com/all_topics
    • http://technorati.com/
    • http://blogsearch.google.com/
    • http://www.foodblogs.com/
    • http://edublogs.org/
  • 37. Pick a theme
    • http://beyondrandom.com/design/wordpress-design/29-free-wordpress-themes-that-kick-ass/
    • http://www.tripwiremagazine.com/2010/01/great-websites-dedicated-to-help-you-find-wordpress-themes.html
  • 38. Next Class
    • Learn how to set up a blog using free WordPress
      • Topic
      • Title and Tagline
      • Blogroll
      • Pick Theme