The first thing that we’re going to cover is a common definition of a ghost blogging. They can be internal or external. For the purposes of this discussion, we will concentrate primarily on external blogs.
Critical relationship between organization or individual and blog writer. The emphasis is on connections/relationships and shared focus.
Social media purists disagree with ghost blogging. They see them as disingenuous and inauthentic since they are not written by those who say they are writing them. The other viewpoint suggests that ghost bloggers are no different from speech writers or ghost authors who support those who write novels.I believe that as long as the blog author is actively involved in producing the content and does not cite that he or she is the author, then there is nothing disingenuous about getting help from a ghost blogger. Kanye West example. Jenny’s blog: we are like editors.
Ronald Reagan - for his autobiography, Hillary Clinton – Barbara Feinman, JFK – Theodore Sorenson, William Shatner’s science fiction books, novelization of Star Wars – Alan Dean Foster – all written by people other than
What is driving the client’s interest in blogging? What is the purpose? What is the client passionate about? Spend time with the client and learn how he or she speaks.
Each post should have a tell a specific story – and relate to the client’s overall purpose. Include photos and shoot videos of the client. Link to sites that the client is interested in.
Address POV, importance of keeping client’s voice in blog. Zappos has several blogs. CEO’s blog is from his perspective. Other, group blog is posted by several folks. In each, the purpose of the blog anchors the message.
The process of editing varies depending up the blog. Determine at the beginning who has the final edit – and stick to it.Timeline is essential. Blogs need to be updated frequently so that the people following see fresh content. Make sure that there are several checkpoints in place to ensure that the client has multiple opportunities to offer feedback and engage with the ghost blogger.Be persistent, and let the client know that you will hold him or her accountable.
Work with client to ensure that posts receive a response. Consider developing an “admin” account so that comments can receive a response from multiple parties, but are clearly designated as such. Example: email@example.com and firstname.lastname@example.org
Make sure that you incorporate logical and obvious methods of sharing the blog. Take advantage of the client’s existing relationships, as well as social media. Make it easy for blog followers to share the blog – or posts that they like by providing links.
Today’s Talk:The Eight D’s of Ghost Blogging<br />
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 />
D1: Define parameters<br />Also called anonyblog, anonoblog, fake blog or faux blog.<br />
D2: Do or don’t you?<br />What about authenticity?<br />TRANSPARENCY?<br />Is ghost blogging disingenuous or unethical?<br />
D2: Nothing New <br />Why do people use ghosts?<br />
Who are Barbara Feinman, Robert Lindsey and Alan Dean Foster?<br />D2: Do or don’t you?<br />
D2: Decide & Disclose<br />Define Strategy and Approach<br />
D2: Do or don’t you?<br />Define Strategy & Approach When Using Ghosts<br />
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 />
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 />
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 />
Responding to comments builds readership and followers <br />Timeliness<br />Frequency<br />Reach<br />Evaluation methods<br />D7: Dialogue<br />
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 />
Ask why?<br />Build the relationship.<br />Remember the 8 D’s.<br />Be persistent.<br />Summing it Up<br />