1. BLOGGING for
Business
What is a blog? Good Examples Bad Examples Guidelines Recommendations
BLOG?
Employing
What
Social Media
is a
blog [blawg] noun, 1. a Web site containing the writer’s or
group of writers’ own experiences, observations,
opinions, etc. and often have images and links to other
Web sites. {Short term for Web log.} Blog-Based
WOMM
blogging [blawging] verb, 2. to maintain or add new (Word-of-
entries to a blog. Mouth-
Marketing)
Popular Campaigns
platforms

2. GOOD EXAMPLES OF BLOGGING
FOR BUSINESS
 B r a n d Co n s i s t ency : B r i n g s t h e  B r a n d c o n s i s tency : c o f f e e
D i s n ey m a g i c t o i t s b l o g c u l t ure
 Co n t ent a p p r o p r i a te t o  H i g h c o m m u ni ty e n g a g e ment &
a u d i ence n e w p r o d u c t d e v e l o p m ent v i a
 A u d i e nce e n g a g e ment i d e a c o l l e c t i o n: a g l o b a l
 Sh o wc ase t h e i r b l o g a u t h o rs: b r a i n sto r ming p l a t f o r m
f r i e n dl y & t r a n sp ar ent  Ga i n i n s i g h ts o n c u s t ome rs;
 M o n i to r c o n t e nt m e m b e rs c a n v o t e & c o m m e nt
 P h o t os, v i d e o s a n d g u e s t  Sa v e s t i m e & m o n e y o n
b l o g g e r s b y s p e c i a l i s ts t o m a r k e ti ng r e s e a r ch
h u mani ze t h e c o m p a n y  Si m p l e & o r g a n i z e d
 E a s y t o n a v i g a te & o r g a n i z e d
a r c hi ve s
What is a blog? Good Examples Bad Examples Guidelines Recommendations

4. BAD EXAMPLES OF BLOGGING
FOR BUSINESS
 Too much going on; lack  No transparency: no
of planning insight into company;
 Posts don’t add value anyone could write the
 Not archived well same content
 Lacking human element;  No tone
feels more like a Web site  No human element or
 A lot of writing; very few audience engagement
low-quality pictures  Difficult to comment
 Bad social media  How do I view comments
optimization made by other users?
 No reader engagement!  Not enough tags
What is a blog? Good Examples Bad Examples Guidelines Recommendations

5. • Too much
going on
• Corporate
Comment? Web site
feel
• Poor
Headlines
• Tags?
That’s a lot of scrolling
down! Does it get better?
Hmmm…
What is a blog? Good Examples Bad Examples Guidelines Recommendations

6. Ineffective
use of
space
• Lack of transparency;
no human element
It just goes on
• Pictures?
like this…
• Boring!
What is a blog? Good Examples Bad Examples Guidelines Recommendations

7. GUIDELINES TO BLOGGING
FOR BUSINESS
1. Set a tone & both with your content
& your brand. Have a focus .
2. Encourage engagement & use your community for
<<feedback<<. But ensure to monitor content !
3. Emphasize on non BRANDED key word content for SEO :
more likely to show up in search engines.
4. Blog frequently & have authentic content.
5. Make it easy to ♥ share ♥ on other social media platforms.
What is a blog? Good Examples Bad Examples Guidelines Recommendations

8. FINAL RECOMMENDATIONS Blogging for
& BUSINESS IMPLICATIONS Business
Why Blog?
• Fast and inexpensive way to publish &
commun icate
• Increase traffic and gain higher SEO rankings
• Humanize your corporation
• Increase your reach & gain customer insight
In Conclusion :
1. Build Trust, Friendsh ip, & Allian ces
2. Content, Accessibility, Reach , Engagemen t
3. Write and promote content that resonates with
your readers
What is a blog? Good Examples Bad Examples Guidelines Recommendations

9. ADDITIONAL SLIDES

10. GUIDELINES TO INTEGRATING Blogging for
Business
WOMM IN YOUR BLOG using WOM
as never
1. Evaluation 2. Explanation before…
Honesty & Humility Seeking Social Connection &
Ex: “mommy blog” Offering Explanation
Ex: personal-technology blog
• Concealment • Accessibility
• Product Focus • Disclosure
• Communal • Awareness of Cultural • Reach
Acknowledgement Tension
• Leadership • Communal • Transparency
Acknowledgement
• Leadership
3. Embracing 4. Endorsement
Mocking, Exhibitionism, & Honest Survival & Honest Living
Embracing Commercialism Ex: personal life crisis story
Ex: “coming-of-age diary”
• Disclosure
• Acceptance • Awareness of Cultural
• Justification Tension
• Professionalization • Justification
• Professionalization
What is a blog? Good Examples Bad Examples Guidelines Recommendations

11. Understand universal search
The more tags you have, the
more times your content will WHY
show up in searches
Is it
important
People search industry key
words; not brand-specific key to
words understand
SEO in
Higher search engine Blogging?
optimization (SEO) rankings
Dominate the 1 st page of Google
What is a blog? Good Examples Bad Examples Guidelines Recommendations