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Is There Any Point in Blogging In the age of Twitter, Facebook and Instagram?

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Is There Any Point in Blogging In the age of Twitter, Facebook and Instagram?

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Presentation deck I used as the focal discussion point in workshop at the Financial Times' Digital Learning Week 2012, London, October 10, 2012.

Presentation deck I used as the focal discussion point in workshop at the Financial Times' Digital Learning Week 2012, London, October 10, 2012.

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Is There Any Point in Blogging In the age of Twitter, Facebook and Instagram?

  1. #DIF12 Is There Any Point in Blogging In the age of Twitter, Facebook and Instagram? Neville Hobson @ #FTDLW12 October 10, 2012 @jangles Neville Hobson @jangles
  2. http://www.nevillehobson.com/ http://www.forimmediaterelease.biz/ Neville Hobson @jangles
  3. http://mashable.com/2012/08/22/the-internet-a-decade-later/ Neville Hobson @jangles
  4. Neville Hobson @jangles
  5. Neville Hobson @jangles
  6. Neville Hobson @jangles
  7. Neville Hobson http://www.go-gulf.com/blog/60-seconds @jangles
  8. http://newsroom.fb.com/News/One-Billion-People-on-Facebook-1c9.aspx Neville Hobson @jangles
  9. May 2, 2005: The Real Start Neville Hobson @jangles
  10. http://en.wikipedia.org/wiki/Blog Neville Hobson @jangles
  11. A Blog Is… A website with: • Reverse chronologically-ordered content • Personality • Commenting • Trackbacks (links to other content) • Auto-distribution aka subscriptions (RSS, email) http://conversation.cipr.co.uk/ Neville Hobson @jangles
  12. Neville Hobson @jangles
  13. Neville Hobson @jangles
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  15. Neville Hobson @jangles
  16. Neville Hobson @jangles
  17. Neville Hobson @jangles
  18. Neville Hobson @jangles
  19. In the Early Days Neville Hobson @jangles
  20. What About Micro Blogging? Neville Hobson @jangles
  21. ...And Audio Blogging? http://audioboo.fm/Jangles http://www.forimmediaterelease.biz/ Neville Hobson @jangles
  22. Video? http://techfluff.tv/ Neville Hobson @jangles
  23. Social Networking Sites? Neville Hobson @jangles
  24. Other Social Places? Neville Hobson @jangles
  25. It’s not really about the platform. It’s more about the content. What you want to achieve. How you’d like to engage with others. Neville Hobson @jangles
  26. Getting Started • What are the first steps? • Carefully planned or ‘happen by osmosis’? • Formally embraced? • How do you guide employees? Neville Hobson @jangles
  27. Responsibilities Employer: Employee: • Establish the framework • Use your own common under which employees can sense on what you say blog in their workplace about your employer and • Invite employees to issues in your workplace, participate in creating the whether you blog internally guidelines that make it clear or publicly what the ground rules are • The responsibility for this is • Communicate them to yours, as are the employees in a way that consequences if you don't they clearly understand use your common sense • The responsibility for this is yours, as are the consequences without clear guidelines Neville Hobson @jangles
  28. Who Should Blog? • Corporate communications, employee communications, PR, marketing, HR, investor relations, sales, customer service, public affairs, community relations… - Internally: thought leadership, sharing thinking and knowledge; news, information - Externally: engaging with customers • Who else? - What about the CEO? Neville Hobson @jangles
  29. The Communicator’s Role • Counsellor, adviser and guide - On communication, not blogging • Hands-off role - Absolutely no anonymous ghost writing for the CEO Neville Hobson @jangles
  30. Not the Communicator’s Role http://dilbert.com/strips/comic/2007-04-26/ Neville Hobson @jangles
  31. Finding Influential Voices Neville Hobson @jangles
  32. What Makes a Good Blog / Post? • Write informally, conversationally, avoiding jargon, and with passion • Write something that others will find useful • Think about keywords - Keywords drive search • Write an eye-catching relevant headline • Attribute, cite, link • Make your post easy to share • Post frequently - Google loves frequently-published content like blog posts: the more you publish, the more you link, the more you get shared, the higher up you’ll appear in search results Neville Hobson @jangles
  33. Write an eye-catching relevant headline Your blog or news site may be great but when I get your posts in my RSS reader... Neville Hobson @jangles
  34. Neville Hobson @jangles
  35. Neville Hobson @jangles
  36. In Summary • It’s about the content not the platform • You’re telling a story not writing a press release or a sales brochure • Be selfless and generous in your references to others • Disclose any conflict of interest - If in doubt, always disclose • Make your content eminently shareable • Be clear on your strategy and the measurable goal you wish to achieve Neville Hobson @jangles
  37. Hands On • Online - Walk-through a WordPress blog - The difference between posts and pages - Creating a post - Publishing a post - Leaving a comment • A look at offline editors Neville Hobson @jangles
  38. #DIF12 Is There Any Point in Blogging In the age of Twitter, Facebook and Instagram? Neville Hobson @ #FTDLW12 October 10, 2012 @jangles Neville Hobson @jangles

Editor's Notes

  • BusinessWeek’s cover feature on Blogs.

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