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PR/Marketing practitioners often support their clients by writing blogs. Building the relationship and providing fresh content are critical to success -- as is persistence and finesse.
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Ghost Blogging: Who Ya Gonna Call?
Beena WhiteThumbprint Creative LLC
Welcome & Overview
IntroductionTopic: not
spooky, but can be scary
Method for businesses to reach target consumers
Focus on practitioner
& client
Today’s Talk:The Eight D’s of Ghost Blogging
Define Do or Don’t?
Develop a relationship
Depict Diction Dance
Discourse Distribute
D1: Define parameters
• A ghost blog is a blog run and managed by an anonymous author. (Source: blogossary.com)
• Internal or external
• Can be written by a company or a person on behalf of another company or a person
On behalf of another person or company
Writes blog
Com-pany
On behalf of another person or company
Writes blog
Person
D1: Define parameters
Also called anonyblog, anonoblog, fake blog or faux blog.
D2: Do or don’t you?
• What about authenticity?• TRANSPARENCY?• Is ghost blogging disingenuous or
unethical?
Old Media Strategy:Used for speeches,
books
Goal: convey
passion, tell a story
D2: Nothing New Why do people use ghosts?
Who are Barbara Feinman, Robert Lindsey and Alan Dean Foster?
D2: Do or don’t you?
D2: Decide & Disclose
Define Strategy and Approach
D2: Do or don’t you?
Old Media
Strategy:Used for speeches,
books
SAMEPurpose:
tell a story,
conveypassion,
share
New Media
Strategy: BLOG
Define Strategy & Approach When Using Ghosts
D3: Develop a Relationship
• Purpose: Why does the blog exist? • Spend some time together. • Passion• Culture: individual or corporate• Likes & dislikes, hobbies, language
whatmakesjennytic.com
• Have something to say: specific message• Tell a story• Develop a timeline• Photos and videos that tell the story• Links
D4: Depict
• 1st, 2nd or 3rd person?• Formal or Informal• Keep content in client’s voice• Varies depending on the PURPOSE and
message of blog.• http://blogs.zappos.com/
D5: Diction
D6: DanceStep 2Ghost
blogger reviews &
editsStep 3Client
reviews and offers
feedback
Step 4Client
suggests links & photosStep 5
Ghost blogger
connects with photos
and links
Step 6Ghost
blogger makes any
final revisions
Step 7Final copy
approved by client
Step 8Blog posted
weekly
Step 9All check for comments &
provide feedback
• Responding to comments builds readership and followers
• Timeliness• Frequency• Reach• Evaluation methods
D7: Dialogue
• Method for businesses to reach target consumers
• Process for individuals to share a message/platform
• Link to Facebook/other social media apps• Make it easy to share
D8: Distribute
1. Ask why?2. Build the relationship.3. Remember the 8 D’s.4. Be persistent.
Summing it Up
Thank you&
[email protected] thumbprintcreative.net
@beenawhite facebook.com/beena LinkedIn Beena White
