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Chapter2a McHaney 2nd edition


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Web 2.0 and Social Media for Business Textbook 2nd Edition Powerpoint Slides

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Chapter2a McHaney 2nd edition

  1. 1. Chapter 2: Blogging for Business: Part A Web 2.0 and Social Media for Business Roger McHaney, Kansas State University
  2. 2. What is a Blog? A Web site that contains an online personal journal with reflections, 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 2 Blogs about Blogging
  3. 3. Video Describing Blogs
  4. 4. 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 than any other site.
  5. 5. Should Businesses Blog? Perfect for connecting with customers, promoting products and developing recognized business presence 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 others
  6. 6. Small businesses can use blogs to further their organizational missions.
  7. 7. Effective blog use requires understanding key attributes: voice, frequency, style, features and passion Blog’s Personality
  8. 8. Blog’s Voice How 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
  9. 9. Blog’s Frequency How 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
  10. 10. Blog’s Style Determines readers’ perceptions of business Most hosting sites offer preformatted configurations (themes) Avoid looking amateurish
  11. 11. Example WordPress Blog Themes
  12. 12. Blog’s Features Ensure social and traditional Web searches can find content 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)
  13. 13. Additional Social Media Sites Listed by Southwest for Its Blog
  14. 14. Blog’s Passion Works best as direct-to-the-point entries that don’t get too wordy or long 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.
  15. 15. 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
  16. 16. Blog Environment Primary decision for businesses: whether to host their blog(s) internally or to use hosting services. Second option is often associated with cloud computing solutions.
  17. 17. Internal Hosting Organization needs computing hardware and software in-house For small businesses, this might represent a challenge Provides a business with flexibility and freedom Ensures organization possesses data and information associated with Web site More easily integrated with business Web site Allows organization to develop internal expertise with the blog administration
  18. 18. Internal Hosting Software Examples
  19. 19. External Hosting Uses third-party Web sites Good for startup businesses attempting to control initial costs Good for small businesses with limited IT infrastructure Individual bloggers often take this approach Software upgrades done by vendor or with minimal effort Support lines and customer service usually available Blog may be automatically submitted to search engines Business data resides on another organization’s hosting platform Hosted blogs can be placed on free Web sites or on sites that cost a fee
  20. 20. External Hosting Examples
  21. 21. More External Hosting Examples
  22. 22. Other Hosting Options A third option used by many small businesses and startup companies: Find a general hosting company that offers instant blogging installations for a low cost 30
  23. 23. Other Blog Hosting Service Examples
  24. 24. End of Chapter 2 Part A Web 2.0 and Social Media for Business
  25. 25. Slide Media from: 4416 S. Technology Dr Sioux Falls, SD 57106 Slides Prepared by Professor Roger McHaney Kansas State University Twitter: @mchaney Blog: Email :