Slides for Chapter 2, Part A of
Web 2.0 and Social Media for Business:
Business in a Connected World
3rd Edition, 2016
Dr. Roger McHaney, Dr. David Sachs
Blog in Simple Terms
Web site that contains an online personal journal with reflections,
comments, media, and hyperlinks provided by the writer.
What is a Blog?
The Web site makes content available using RSS technology
Fun and Engaging
Natural human inclinations help make social media enticing and fun to use
Blogs about Blogging
Among the First!
Among first applications associated with transition from static Web pages
to social media
Evolved from Usenet, bulletin board systems, and moderated newsgroups
What is a Blog (Con’t)?
In mid-1990s, more online journals known as Weblogs appeared
Weblog shortened to ‘blog’ by Jorn Barger and added to Webster’s
Dictionary in 1999
Weblogs were not collaborative technologies.
Gave voice to person wishing to place thoughts and
opinions into unedited public space
This one-to-many communication tool was updated to
allow reader comments and feedback
Now Weblogs are a place where material can be
synthesized, mashed, and opened to comments. Video,
audio, images and other media can be incorporated. Likes
and dislikes can be noted.
In 2015, according to blog expert, Greg Narayan,
WordPress.com had 60 million users, WordPress.org had 56
million users and Tumblr had over 150 million users.
Perfect for connecting with customers,
promoting products and developing
recognized business presence.
Should Businesses Blog?
Direct to Public
Gives opportunity to get news and message
into the world without external edits
Can come from many sources including CEO,
marketing executive, product development
department, product support specialist, and
Goodman Jones (Small Business)
Example Business Blogs
Effective blog use requires understanding key
attributes: voice, frequency, style, features and
How entries are presented and worded
Departure from factual journalist voice.
Create everyday conversation to make messages personal.
Not Just Articles
Most blogs are not collections of articles---readers expect opinions.
Ways of Getting Attention
Blogs use humor, sarcasm, self-deprecation, irony, over-the-top
seriousness, or other approaches to capture readers’ attention.
How often to publish new entries
Timely material provides sense of immediacy.
When significant events occur, update blog right away.
Helpful if writer has predetermined time between postings.
Monitor blog traffic statistics to determine best entry frequency.
Determines readers’ perceptions of a business
Most hosting sites offer preformatted configurations (themes)
Themes help avoid looking amateurish
Various mechanisms enable
search engine optimization
(SEO), social media
optimization (SMO), and
Can be direct (ex. advertising
revenue) or indirect (ex. capture of
potential customer leads).
Ensures social and traditional Web searches can find content and share via syndication
Additional social media sites listed by Southwest for its blog
How to Infuse Passion into a Blog
Read Fresh and Thought-Provoking Material
Go beyond current news and what everyone else
Absorb new and fresh ideas
Observe the world
Talk to people working in related areas
Read old and unusual books
Spend time reflecting and thinking
Discover subject matter unrelated to your blog that will
add value because of author’s style or approach to topics.
Seek unexpected inspiration and new ways of viewing
topics from alternative sources.
Blogs convey opinions and so don’t need to be balanced
Blog’s Passion (Continued)
Choose a direction and make a strong case.
Blogs convey an opinion.
People read more than just your company’s
Create a discussion online. Reader comments
can provide alternative points of view and
build a case for opposing sets of arguments.
To influence readers, provide best arguments.
Contact: Roger McHaney, Kansas State University, email@example.com