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Chapter 2 Part A, Web 2.0 and Social Media for Business, 3rd Edition


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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

Published in: Education
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Chapter 2 Part A, Web 2.0 and Social Media for Business, 3rd Edition

  1. 1. Web 2.0 and Social Media Business in a Connected World © McHaney and Sachs 2016 Blogging for Business
  2. 2. 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? “Broadcasts” 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
  3. 3. Early Forms Evolved from Usenet, bulletin board systems, and moderated newsgroups What is a Blog (Con’t)? Web Logs In mid-1990s, more online journals known as Weblogs appeared Shortened Name Weblog shortened to ‘blog’ by Jorn Barger and added to Webster’s Dictionary in 1999
  4. 4. Video Describing Blogs Click to View
  5. 5. Originally Weblogs were not collaborative technologies. Blog Background Public Voice Gave voice to person wishing to place thoughts and opinions into unedited public space 1:M This one-to-many communication tool was updated to allow reader comments and feedback Now 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, had 60 million users, had 56 million users and Tumblr had over 150 million users.
  6. 6. Business Uses 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 Sources Can come from many sources including CEO, marketing executive, product development department, product support specialist, and others.
  7. 7. Coca Cola Unbottled Example Business Blogs
  8. 8. Walmart Corporate Example Business Blogs
  9. 9. Goodman Jones (Small Business) Example Business Blogs
  10. 10. Blog’s Personality Effective blog use requires understanding key attributes: voice, frequency, style, features and passion
  11. 11. How entries are presented and worded Blog’s Voice Customized Voice Departure from factual journalist voice. Conversational 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.
  12. 12. How often to publish new entries Blog’s Frequency Immediacy Timely material provides sense of immediacy. Significant Events When significant events occur, update blog right away. Posting Times Helpful if writer has predetermined time between postings. Study Usage Monitor blog traffic statistics to determine best entry frequency.
  13. 13. Determines readers’ perceptions of a business Blog’s Style  Most hosting sites offer preformatted configurations (themes)  Themes help avoid looking amateurish
  14. 14. Example WordPress Themes
  15. 15. Add interest Blog’s Features SEO Various mechanisms enable search engine optimization (SEO), social media optimization (SMO), and monetization. Monetization 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
  16. 16. Features on ‘Nuts About Southwest’ Blog
  17. 17. More Features on ‘Nuts About Southwest’ Blog
  18. 18. More Features on ‘Nuts About Southwest’ Blog
  19. 19. More Features on ‘Nuts About Southwest’ Blog
  20. 20. Additional social media sites listed by Southwest for its blog
  21. 21. Blog’s Passion How to Infuse Passion into a Blog  Read Fresh and Thought-Provoking Material  Go beyond current news and what everyone else reads  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.
  22. 22. 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 blog. . 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.
  23. 23. Contact: Roger McHaney, Kansas State University,