Ghost Blogging: Who Ya Gonna Call?

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PR/Marketing practitioners often support their clients by writing blogs. Building the relationship and providing fresh content are critical to success -- as is persistence and finesse.

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Ghost Blogging: Who Ya Gonna Call?

  1. 1. Ghost Blogging: Who YaGonna Call?<br />Beena WhiteThumbprint Creative LLC<br />
  2. 2. Welcome & Overview<br />
  3. 3. Today’s Talk:The Eight D’s of Ghost Blogging<br />
  4. 4. D1: Define parameters<br />A ghost blog is a blog run and managed by an anonymous author. (Source: blogossary.com)<br />Internal or external<br />Can be written by a company or a person on behalf of another company or a person<br />
  5. 5. D1: Define parameters<br />Also called anonyblog, anonoblog, fake blog or faux blog.<br />
  6. 6. D2: Do or don’t you?<br />What about authenticity?<br />TRANSPARENCY?<br />Is ghost blogging disingenuous or unethical?<br />
  7. 7. D2: Nothing New <br />Why do people use ghosts?<br />
  8. 8. Who are Barbara Feinman, Robert Lindsey and Alan Dean Foster?<br />D2: Do or don’t you?<br />
  9. 9. D2: Decide & Disclose<br />Define Strategy and Approach<br />
  10. 10. D2: Do or don’t you?<br />Define Strategy & Approach When Using Ghosts<br />
  11. 11. D3: Develop a Relationship<br />Purpose: Why does the blog exist? <br />Spend some time together. <br />Passion<br />Culture: individual or corporate<br />Likes & dislikes, hobbies, language<br />whatmakesjennytic.com<br />
  12. 12. Have something to say: specific message<br />Tell a story<br />Develop a timeline<br />Photos and videos that tell the story<br />Links <br />D4: Depict<br />
  13. 13. 1st, 2nd or 3rd person?<br />Formal or Informal<br />Keep content in client’s voice<br />Varies depending on the PURPOSE and message of blog.<br />http://blogs.zappos.com/<br />D5: Diction<br />
  14. 14. D6: Dance<br />
  15. 15. Responding to comments builds readership and followers <br />Timeliness<br />Frequency<br />Reach<br />Evaluation methods<br />D7: Dialogue<br />
  16. 16. Method for businesses to reach target consumers<br />Process for individuals to share a message/platform<br />Link to Facebook/other social media apps<br />Make it easy to share<br />D8: Distribute<br />
  17. 17. Ask why?<br />Build the relationship.<br />Remember the 8 D’s.<br />Be persistent.<br />Summing it Up<br />
  18. 18. Thank you<br />& <br />Questions<br />beena@thumbprintcreative.net thumbprintcreative.net<br />@beenawhite facebook.com/beenaLinkedIn Beena White<br />

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