Blogging Fall 2010


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  • Just remember that many of you said you wanted to learn everything. Geek. Troubleshooting. hashtag #jmc305h Troubleshooting and solving problems on my own.
  • Posting information in a reversed chronological format. More analytical and more accurate because of its niche focus.
  • Since 2004
  • 77% - percentage of active Internet users who read blogs 2009
  • It is the individual, not the blog that they find credible. Responsibility and credibility shifting to individuals, rather than company Author is more visible and the style is more personal = BBC Just announced that he was going to quit to join Cogapp , a leading digital agency. as Cogapp that are helping shape the future, rather than simply repeating the mistakes of the past; they need to consider how they relate to all their employees, Most crucially, they need to rethink how they relate to their communities of readers, subscribers, and users, when they know next to nothing about members of their digital audience.
  • What is quality? Two vs Third Person Effect. Assume impact. Discussion leads to retention to participation
  • SOB 09 list 4 categories. Community can be geographic or niche Zappos is family enviroment who has fun
  • If you want to share something via a blog, but don’t want to write a full blog post about it, there are great options for that as well, primarily Tumblr () and Posterous () . They are the quick and easy versions of full-fledged blogs, ideal for posting about pictures and blog posts. Products friendly for the earth on a budget engineer and marketer Shafeen Charania, is that rarest of digital creatures: a blog about ideas. The posts on synthesis are long by blog standards, and cover serious topics like education, healthcare, geopolitics and spoiled city girl to a homey ranch wife, sort of a digital age version of "Green Acres." Read more:,28804,1879276_1879279_1879071,00.html#ixzz0xS6xEWLA I am passionate about communications and about sharing the best communication practices out there. Lifeblogging
  • Enhance authority and promote oneself helps frustrated employees in corporate jobs break out and start their own business.
  • Survey 9100 journalists
  • Can, rather than cant do.
  • New country.. Watch and listen people before engaging. In pr, the first thing people do is find these influentials because their opinion can influence behavior becoming powerful as media. Just as influential offline… so your content can make a difference.
  • Traffic-driving methods: “I spent a lot of time reading and commenting on other people’s blogs when I first started blogging. I also closely followed the work of some of my very favorite blogger. Started as a class assignment. Collective behavior people look to others related to how to behave. In comments section the behave as a crowd. To begin to act like a group working towards betterment, rules must in place and potential they should have a goal. Unguided conversations forces people to think about themselves rather than the group. Sports have rules, that is how you know if someone because they managed to win despite the rules. Rules bring people together.
  • Information overload…. Poor search engine filtering. Trusted sources who filter and identify useful information. Scanning is I I really do benefit…. I believe t Drop the –ly and adjectives. I like to see research, data, rather vague descriptors with informational value. Fascinating, incredible, revolution, cool
  • Report: 44% Of Google News Visitors Scan Headlines, Don’t Click Through. esearch firm Outsell has published its third annual News Users’ report, which is based on a survey about the online and offline news preferences of 2,787 US news consumers. Thus, they do not go to the newspaper
  • Type in a url of a blog and find their most popular posts. Think about who you want to reach
  • Tech savvy Computer media, online world
  • Blogging Fall 2010

    1. 1. Be a Thought Leader <ul><li>Blogging </li></ul><ul><li>Culture </li></ul><ul><li>Blogosphere </li></ul>
    2. 2. Class Questions <ul><li>4 Broadcast </li></ul><ul><li>3 Digital </li></ul><ul><li>6 PR </li></ul><ul><li>6 Print </li></ul>
    3. 3. What is a blog?
    4. 4. Perceptions of Bloggers?
    5. 5. State of the Blogosphere 09 <ul><li>75% U.S. bloggers are college graduates </li></ul><ul><li>40% have attended graduate school </li></ul><ul><li>One in three have a household income over $75,000 </li></ul><ul><li>Most are male, married, and are parents </li></ul>
    6. 6. Motivated to Connect, but not Create <ul><li>Nielsen 09 </li></ul><ul><ul><li>Social networking/Blogging 4 th most popular online activity </li></ul></ul><ul><li>Pew 08 </li></ul><ul><ul><li>33% of internet users read blogs </li></ul></ul><ul><li>10% of adults maintain a blog </li></ul>
    7. 7. <ul><li>&quot;The future is the individual communicator, not big media.” Greg Hadfield, Telegraph Media Group's head of digital development </li></ul>
    8. 8. <ul><li>Fact vs. Opinion </li></ul>
    9. 9. Motivated Bloggers <ul><li>Hobbyist – creativity, therapy, passion </li></ul><ul><li>Self-employed – attracting new clients and sharing expertise </li></ul><ul><li>Part-timers – sharing expertise and opinion </li></ul><ul><li>Corporate - published and used by the organization to reach organizational goals </li></ul><ul><li>Community – to fill an informational void </li></ul>
    10. 10. Video or Photo Blog <ul><li> </li></ul>
    11. 11. Other Successful Blogs <ul><li>Stuff White People Like </li></ul><ul><li>Mint blog </li></ul><ul><li>Got2BeGreen </li></ul><ul><li>Synthesis </li></ul><ul><li>The Pioneer Woman </li></ul><ul><li>Fatcyclist </li></ul><ul><li>1001 Rules for My Unborn Son </li></ul>
    12. 12. <ul><li>Passionate, desire to entertainment or educate, and learn how to engage by knowing your community </li></ul>
    13. 13. Why? <ul><li>Build community </li></ul><ul><li>Drive loyal traffic </li></ul><ul><li>Become an influential by helping others </li></ul><ul><li>learn </li></ul><ul><li>Access thought leaders </li></ul><ul><li>Monitor and connect </li></ul><ul><li>to sources and ideas </li></ul>
    14. 14. <ul><li>Make money </li></ul><ul><ul><li>Google </li></ul></ul><ul><li>Display ads </li></ul><ul><li>Paid to share expertise </li></ul><ul><li>Paid to show up to events </li></ul><ul><li>Link to reputable companies </li></ul>
    15. 15. How journalists blog <ul><li>Not credible, but perceive they will have an impact </li></ul><ul><li>Rarely link to outside content </li></ul><ul><li>Blog corral </li></ul><ul><li>Serve your reader more than your employer </li></ul>
    16. 16. Cison survey <ul><li>89% of reporters and editors use blogs for story research, </li></ul><ul><li>65% to social media sites such as Facebook and LinkedIn, </li></ul><ul><li>and 52% to microblogging services such as Twitter. </li></ul>
    17. 17. PR Hire Must Do Social Media <ul><li>80% social networking </li></ul><ul><li>77% blogging </li></ul><ul><li>72% microblogging </li></ul><ul><li>52% CMS </li></ul><ul><ul><li>(iPressroom 09) </li></ul></ul>
    18. 18. Blogging Policies <ul><li>Multiple social media policies based on position within company </li></ul><ul><ul><li>Can, rather than can’t </li></ul></ul><ul><li>Provide context to your argument by including research or support that helps people understand your argument </li></ul><ul><li>Identify any conflict of interest if you mention a company or product. </li></ul><ul><ul><li> </li></ul></ul>
    19. 19. <ul><li>What is the Blogosphere? </li></ul>
    20. 20. Blogosphere <ul><li>Social network or public sphere representing a community that exists in space </li></ul><ul><li>Links = Quality Blog </li></ul><ul><ul><li>Attribution </li></ul></ul><ul><ul><li>Link to one another to build social capital </li></ul></ul><ul><ul><li>Outbound vs. within links </li></ul></ul><ul><ul><ul><li>Increase traffic </li></ul></ul></ul><ul><ul><li>Increase transparency </li></ul></ul><ul><ul><li>Increase diversity of viewpoints on topics </li></ul></ul>
    21. 21. Identify Online Influentials <ul><li>Find, Follow, and Listen </li></ul><ul><li>Culture </li></ul><ul><li>Helping, fun and/or engaging </li></ul>
    22. 22. <ul><li>What is a Blogroll? </li></ul>
    23. 23. Comments <ul><li>Build relationships </li></ul><ul><li>Extend conversation </li></ul><ul><li>Share links, ideas and resources </li></ul><ul><li>Traffic driving </li></ul>
    24. 24. Comments <ul><li>Wordy </li></ul><ul><li>How? Why? </li></ul><ul><li>One paragraph </li></ul><ul><li>Link to articles </li></ul><ul><li>Names </li></ul><ul><li>Too short </li></ul>
    25. 25. Content <ul><li>Provide recommendations </li></ul><ul><li>Include sharable visuals </li></ul><ul><li>Short posts </li></ul><ul><ul><li>250 words </li></ul></ul><ul><ul><li>Break into block paragraphs </li></ul></ul><ul><li>Post once a day (M-F) </li></ul><ul><ul><li>Most often 2 – 3 </li></ul></ul><ul><li>At least one link </li></ul><ul><ul><li>Must be meaningful </li></ul></ul><ul><ul><li>Detail via links </li></ul></ul><ul><li>Never delete anything </li></ul><ul><li>Provide credentials </li></ul><ul><li>Purpose </li></ul><ul><li>React quickly </li></ul><ul><li>Check grammar </li></ul><ul><li>Biography including email </li></ul><ul><li>Encourage comments </li></ul>
    26. 26. Writing Titles/Headlines <ul><li>Straightforward </li></ul><ul><li>Communicate a benefit </li></ul><ul><li>Keep it short </li></ul><ul><li>Use keywords </li></ul><ul><ul><li>Power words (easy, discover) </li></ul></ul><ul><li>Don’t use periods. </li></ul><ul><li>Full names </li></ul>
    27. 27. Elements of a Blog <ul><li>Post </li></ul><ul><ul><li>Video, picture, url </li></ul></ul><ul><li>Blogroll </li></ul><ul><ul><li>Collection of links </li></ul></ul><ul><li>Comments (allow) </li></ul><ul><li>Categories (Labels) vs. Tags </li></ul><ul><li>Archives </li></ul>
    28. 28. Copyright <ul><li>Use stock photos </li></ul><ul><ul><li>U.S. Copyright Office bluntly says: “Acknowledging the source of the copyrighted material does not substitute for obtaining permission.” </li></ul></ul><ul><li>Embed videos from news orgs. and YouTube </li></ul><ul><li>Link to content, not take content from other sites </li></ul><ul><li>Creative Commons </li></ul><ul><ul><li> </li></ul></ul>
    29. 29. Blogs <ul><li>Content Management System (CMS) </li></ul><ul><li>Blogger - owned by Google </li></ul><ul><ul><li>Easy to use and get started </li></ul></ul><ul><ul><li>Easy to embed multimedia </li></ul></ul><ul><ul><li>Blogger mobile (send photos and text to your blog) </li></ul></ul><ul><li>WordPress </li></ul><ul><ul><li>Robust </li></ul></ul><ul><ul><ul><li>Resembles a Web site with pages </li></ul></ul></ul><ul><ul><li>Good comments spam filter </li></ul></ul><ul><ul><li>Customize CSS themes only if you pay </li></ul></ul><ul><li>Both free </li></ul>
    30. 30. <ul><li>What is RSS? </li></ul>
    31. 31. Get Known Now <ul><li>What is your area of expertise or passion? </li></ul><ul><ul><li>Credibility of site is attached to the individual. </li></ul></ul><ul><li>Will you be able to build a relationship with your niche community? </li></ul><ul><li>Will your information be useful? </li></ul>
    32. 32. Identify Fellow Bloggers <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
    33. 33. Pick a theme <ul><li> </li></ul><ul><li> </li></ul>
    34. 34. Next Class <ul><li>Facebook Fan Page – Online Media </li></ul><ul><li>Learn how to set up a blog using free WordPress </li></ul><ul><ul><li>Topic </li></ul></ul><ul><ul><li>Title and Tagline </li></ul></ul><ul><ul><li>Blogroll </li></ul></ul><ul><ul><li>Pick Theme </li></ul></ul>
    35. 35. Class Questions <ul><li>12 Broadcast </li></ul><ul><li>2 Digital </li></ul><ul><li>5 PR </li></ul><ul><li>2 Print </li></ul>