Web 2.0 and Social Media for BusinessChapter 2: Blogging for Business: Part A Roger McHaney, Kansas State University
What is a Blog? A Web site that contains an online personal journal with reflections,2 comments, media, and hyperlinks provided by the writer ‘Broadcasts’ content using RSS technology Among first applications associated with transition from static Web pages to social media Early forms evolved from Usenet, bulletin board systems, and moderated newsgroups In mid-1990’s, more online journals known as Weblogs appeared Weblog shortened to ‘blog’ by Jorn Barger and added to Webster’s Dictionary in 1999 Blogs about Blogging
Blog Background• Originally, 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 Feb-2011, Nielsen Company reported 156+ million blogs existed on Web. After Facebook, more minutes were spent on Blogger.com than any other site.
Should Businesses Blog?Perfect for connecting with customers, promoting products and developingrecognized business presenceGives opportunity to get news and message into the world without externaleditsCan come from many sources including CEO, marketing executive, productdevelopment department, product support specialist, and others
Small businesses can use blogs to further their organizational missions.
Blog’s PersonalityEffective blog use requires understanding keyattributes: voice, frequency, style, features andpassion
Blog’s VoiceHow entries are presented and worded Departure from factual journalist voice Create everyday conversation to make messages personal Most blogs are not collections of articles Readers expect opinions Blogs use humor, sarcasm, self-deprecation, irony, over-the-top seriousness, or other approaches to capture readers’ attention
Blog’s FrequencyHow often to publish new entries Timely material provides sense of immediacy When significant event occurs, update blog right away Helpful if writer has predetermined time between postings Monitor blog traffic statistics to determine best entry frequency
Blog’s StyleDetermines readers’ perceptions of business Most hosting sites offer preformatted configurations (themes) Avoid looking amateurish
Blog’s FeaturesEnsure social and traditional Web searches can findcontent and share via syndication 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)
Additional Social Media Sites Listed by Southwest for Its Blog
Blog’s PassionWorks best as direct-to-the-point entries that don’t get too wordy or longInfuse 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 thinkingDiscover 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.
Blog’s Passion (con’t)Infuse passion into a blog:Blogs Don’t Need to be Balanced Blogs convey an opinion People read more than just your company’s blog Choose a direction and make a strong case Reader comments can provide alternative points of view and build a case for opposing sets of arguments. Create a discussion online. To influence readers, provide best arguments
Blog EnvironmentPrimary decision for businesses: whether to host theirblog(s) internally or to use hosting services. Secondoption is often associated with cloud computingsolutions.
Internal HostingOrganization needs computing hardware andsoftware in-houseFor small businesses, this might represent a challengeProvides a business with flexibility and freedomEnsures organization possesses data and informationassociated with Web siteMore easily integrated with business Web siteAllows organization to develop internal expertise withthe blog administration
External HostingUses third-party Web sitesGood for startup businesses attempting to control initial costsGood for small businesses with limited IT infrastructureIndividual bloggers often take this approachSoftware upgrades done by vendor or with minimal effortSupport lines and customer service usually availableBlog may be automatically submitted to search enginesBusiness data resides on another organization’s hosting platformHosted blogs can be placed on free Web sites or on sites thatcost a fee
Web 2.0 and SocialMedia for Business End of Chapter 2 Part A
Slide Media from:Slides Prepared by Professor Roger McHaneyKansas State University PresenterMedia.comTwitter: @mchaney firstname.lastname@example.orgBlog: http://mchaney.comEmail : email@example.com 4416 S. Technology Dr Sioux Falls, SD 57106