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#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
http://www.nevillehobson.com/   http://www.forimmediaterelease.biz/



                                                                       Neville Hobson
                                                                      @jangles
http://mashable.com/2012/08/22/the-internet-a-decade-later/

                                                               Neville Hobson
                                                              @jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
http://www.go-gulf.com/blog/60-seconds
                                         @jangles
http://newsroom.fb.com/News/One-Billion-People-on-Facebook-1c9.aspx

                                                                       Neville Hobson
                                                                      @jangles
May 2, 2005:
The Real Start




                  Neville Hobson
                 @jangles
http://en.wikipedia.org/wiki/Blog
                                     Neville Hobson
                                    @jangles
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
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
In the Early Days




                     Neville Hobson
                    @jangles
What About Micro Blogging?




                              Neville Hobson
                             @jangles
...And Audio Blogging?




                                      http://audioboo.fm/Jangles
http://www.forimmediaterelease.biz/                                 Neville Hobson
                                                                   @jangles
Video?




         http://techfluff.tv/

                                Neville Hobson
                           @jangles
Social Networking Sites?




                            Neville Hobson
                           @jangles
Other Social Places?




                        Neville Hobson
                       @jangles
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
Getting Started
•   What are the first steps?
•   Carefully planned or ‘happen by osmosis’?
•   Formally embraced?
•   How do you guide employees?




                                                Neville Hobson
                                            @jangles
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
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
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
Not the Communicator’s Role




http://dilbert.com/strips/comic/2007-04-26/




                                               Neville Hobson
                                              @jangles
Finding Influential Voices




                              Neville Hobson
                             @jangles
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
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
Neville Hobson
@jangles
Neville Hobson
@jangles
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
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
#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

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

Editor's Notes

  1. BusinessWeek’s cover feature on Blogs.