Blogging Culture

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Blogging Culture

  1. 1. Be a Thought Leader <ul><li>Blogging </li></ul><ul><li>Culture </li></ul><ul><li>Blogosphere </li></ul>
  2. 2. What is a blog?
  3. 3. Perceptions of Bloggers?
  4. 4. State of the Blogosphere 09 <ul><li>75% U.S. bloggers are college graduates </li></ul><ul><li>40% have attended graduate school </li></ul><ul><li>One in three have a household income over $75,000 </li></ul><ul><li>Most are male, married, and are parents </li></ul><ul><ul><li>Nielsen/Netratings (2006) </li></ul></ul><ul><ul><ul><li>13% traffic attributed to blogs </li></ul></ul></ul>
  5. 5. Motivated to Connect, but not Create <ul><li>Nielsen 09 </li></ul><ul><ul><li>Social networking/Blogging 4 th most popular online activity </li></ul></ul><ul><li>Pew 08 </li></ul><ul><ul><li>33% of internet users read blogs </li></ul></ul><ul><ul><li>11% of internet users doing so on a typical day </li></ul></ul><ul><ul><li>12% of internet users have created a blog </li></ul></ul>
  6. 6. <ul><li>&quot;The future is the individual communicator, not big media.” Greg Hadfield, Telegraph Media Group's head of digital development </li></ul>
  7. 7. <ul><li>Fact vs. Opinion </li></ul>
  8. 8. Going beyond info dissemination <ul><li>Disseminators </li></ul><ul><li>Interpreters </li></ul><ul><li>Mobilizers </li></ul><ul><li>Adversarial </li></ul>
  9. 9. Motivated Readers <ul><li>Traditionalists </li></ul><ul><ul><li>heavy tv, wx, mean age 52, 46% </li></ul></ul><ul><li>Disengaged 14% </li></ul><ul><li>Integrators </li></ul><ul><ul><li>tv and online 23% </li></ul></ul><ul><li>Net newsers </li></ul><ul><ul><li>blogs, online, technology news, engaged, 13% </li></ul></ul>
  10. 10. Motivated Bloggers <ul><li>Hobbyist – creativity, therapy, passion </li></ul><ul><li>Self-employed – attracting new clients and sharing expertise </li></ul><ul><li>Part-timers – sharing expertise and opinion </li></ul><ul><li>Corporate - published and used by the organization to reach organizational goals </li></ul><ul><li>Community – to fill an informational void </li></ul>
  11. 11. Live Blogging <ul><li>http://www.coveritlive.com/ </li></ul><ul><ul><li>Commentary streams live to your web page or blog </li></ul></ul><ul><ul><li>Readers viewing the commentary can ask questions and participate in polls </li></ul></ul><ul><ul><li>Post pictures and respond to comments </li></ul></ul><ul><li>http://www.rjicollaboratory.org/ </li></ul>
  12. 12. <ul><li>Link blogging </li></ul>
  13. 13. Splog <ul><li>Paparazzi of the sports world </li></ul><ul><ul><li>Dallas Mavericks owner Mark Cuban banned bloggers from locker room in March of 2008 because it had begun to take a toll on his players </li></ul></ul><ul><ul><li>Or a blog that disseminates spam </li></ul></ul><ul><li>http://www.fatcyclist.com/ </li></ul>
  14. 14. Video or Photo Blog <ul><li>http://blog.nextnewnetworks.com/ </li></ul><ul><li>http://wvs.topleftpixel.com/ </li></ul>
  15. 15. User Quality <ul><li>Quality from the provider prospective </li></ul><ul><ul><li>Helpful and/or entertaining </li></ul></ul><ul><ul><li>Self-clean following publication </li></ul></ul><ul><li>Research on smaller news publications </li></ul><ul><ul><li>Emphasize community, more trusted as a source and prefer interpretative reporting </li></ul></ul>
  16. 16. <ul><li>You must be passionate, have a desire to share and educate, and learn how to engage </li></ul>
  17. 17. Sharing – SOB report
  18. 18. Why? <ul><li>Build community </li></ul><ul><li>Drive loyal traffic </li></ul><ul><li>Become an influential by helping others </li></ul><ul><li>learn </li></ul><ul><li>Access thought leaders </li></ul><ul><li>Monitor and connect to sources and ideas </li></ul>
  19. 19. $$$$$ <ul><li>Link to reputable companies </li></ul><ul><li>Display ads </li></ul><ul><li>Paid to share expertise </li></ul><ul><li>Paid to show up to events </li></ul>
  20. 20. Question to ask yourself (after this assignment) <ul><li>Who will be interested in my blog? </li></ul><ul><li>Do I have the motivation to write a post at least once a week? </li></ul><ul><li>Do I want to do this to share what I know or can do to help others? </li></ul>
  21. 21. How journalists blog <ul><li>Not credible, but perceive they will have an impact </li></ul><ul><li>Rarely link to outside content </li></ul><ul><li>Blog corral </li></ul><ul><li>Serve your reader more than your employer </li></ul>
  22. 22. Cison survey <ul><li>89% of reporters and editors use blogs for story research, </li></ul><ul><li>65% to social media sites such as Facebook and LinkedIn, </li></ul><ul><li>and 52% to microblogging services such as Twitter. </li></ul>
  23. 23. PR Hire Must Do Social Media <ul><li>80% Social networking </li></ul><ul><li>77% blogging </li></ul><ul><li>72% microblogging </li></ul><ul><li>52% CMS </li></ul><ul><ul><li>(iPressroom 09) </li></ul></ul>
  24. 24. Blogging Policies <ul><li>Multiple social media policies based on position within company </li></ul><ul><li>Establish credibility and be clear </li></ul><ul><ul><li>Twitter text box </li></ul></ul><ul><li>Provide context to your argument by including research or support that helps people understand your argument </li></ul><ul><ul><li>If you disagree, but thoughtful and polite </li></ul></ul><ul><li>Get your facts straight </li></ul><ul><li>Identify any conflict of interest if you mention a company or product. </li></ul><ul><ul><li>http://socialmediagovernance.com/policies.php </li></ul></ul>
  25. 25. <ul><li>What is the Blogosphere? </li></ul>
  26. 26. Blogosphere <ul><li>Social network or public sphere representing a community that exists in space </li></ul><ul><li>Links = Quality Blog </li></ul><ul><ul><li>Attribution </li></ul></ul><ul><ul><li>Link to one another to build social capital </li></ul></ul><ul><ul><li>Outbound vs. within links </li></ul></ul><ul><ul><ul><li>Increase traffic </li></ul></ul></ul><ul><ul><li>Increase transparency </li></ul></ul><ul><ul><li>Increase diversity of viewpoints on topics </li></ul></ul>
  27. 27. Identify Online Influentials <ul><li>Find, Follow, and Listen </li></ul><ul><li>Culture </li></ul><ul><li>Helping, fun and/or engaging </li></ul>
  28. 28. <ul><li>What is a Blogroll? </li></ul>
  29. 29. Comments <ul><li>Build relationships </li></ul><ul><li>Extend conversation </li></ul><ul><li>Share links, ideas and resources </li></ul><ul><li>There must be rules!! </li></ul>
  30. 30. Content <ul><li>Provide recommendations </li></ul><ul><li>Include sharable visuals </li></ul><ul><li>Short posts </li></ul><ul><ul><li>250 words </li></ul></ul><ul><ul><li>Break into block paragraphs </li></ul></ul><ul><li>Post once a day (M-F) </li></ul><ul><ul><li>Most often 2 – 3 </li></ul></ul><ul><li>At least one link </li></ul><ul><ul><li>Must be meaningful </li></ul></ul><ul><ul><li>Detail via links </li></ul></ul><ul><li>Never delete anything </li></ul><ul><li>Provide credentials </li></ul><ul><li>Purpose </li></ul><ul><li>React quickly </li></ul><ul><li>Check grammar </li></ul><ul><li>Biography including email </li></ul><ul><li>Encourage comments </li></ul>
  31. 31. Writing Titles/Headlines <ul><li>Communicate a benefit </li></ul><ul><li>Controversy or debate </li></ul><ul><li>Use keywords </li></ul><ul><li>Power words (easy, discover) </li></ul><ul><li>Keep it short </li></ul><ul><li>Don’t use periods </li></ul>
  32. 32. Elements of a Blog <ul><li>Post </li></ul><ul><ul><li>Video, picture, url </li></ul></ul><ul><li>Blogroll </li></ul><ul><ul><li>Collection of links </li></ul></ul><ul><li>Comments (allow) </li></ul><ul><li>Categories (Labels) vs. Tags </li></ul><ul><li>Archives </li></ul>
  33. 33. Copyright <ul><li>Embed videos from news orgs. and YouTube </li></ul><ul><li>Link to content, not take content from other sites </li></ul><ul><li>Use stock photos </li></ul><ul><ul><li>U.S. Copyright Office bluntly says: “Acknowledging the source of the copyrighted material does not substitute for obtaining permission.” </li></ul></ul><ul><li>Creative Commons </li></ul>
  34. 34. Blogs <ul><li>Content Management System (CMS) </li></ul><ul><li>Blogger - owned by Google </li></ul><ul><ul><li>Easy to use and get started </li></ul></ul><ul><ul><li>Easy to embed multimedia </li></ul></ul><ul><ul><li>Blogger mobile (send photos and text to your blog) </li></ul></ul><ul><li>WordPress </li></ul><ul><ul><li>Robust </li></ul></ul><ul><ul><ul><li>Resembles a Web site with pages </li></ul></ul></ul><ul><ul><li>Good comments spam filter </li></ul></ul><ul><ul><li>Customize CSS themes only if you pay </li></ul></ul><ul><li>Both free </li></ul>
  35. 35. <ul><li>What is RSS? </li></ul>
  36. 36. Identify Fellow Bloggers <ul><li>http://alltop.com/ </li></ul><ul><li>http://listorious.com/ </li></ul><ul><li>http://www.postrank.com/all_topics </li></ul><ul><li>http://technorati.com/ </li></ul><ul><li>http://blogsearch.google.com/ </li></ul><ul><li>http://www.foodblogs.com/ </li></ul><ul><li>http://edublogs.org/ </li></ul>
  37. 37. Pick a theme <ul><li>http://beyondrandom.com/design/wordpress-design/29-free-wordpress-themes-that-kick-ass/ </li></ul><ul><li>http://www.tripwiremagazine.com/2010/01/great-websites-dedicated-to-help-you-find-wordpress-themes.html </li></ul>
  38. 38. Next Class <ul><li>Learn how to set up a blog using free WordPress </li></ul><ul><ul><li>Topic </li></ul></ul><ul><ul><li>Title and Tagline </li></ul></ul><ul><ul><li>Blogroll </li></ul></ul><ul><ul><li>Pick Theme </li></ul></ul>

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