Blogging 101
What Makes a Blog a Blog
•Chronological •Frequent updates•Easy to create, use and
update•Written by a real person•Focused on a subject•Subscribe-able•Interactive
The Blogosphere
Raw Numbers
Technorati tracks 70 million blogs
120,000 new blogs per day
1.4 blogs created per second
19.4 million (55%) are still posting 3 months later
3.9 million bloggers update weekly
Bloggers make 1.2 million posts a day or 50,000an hour with major spikes during major news events
Build “depth” to complement “reach”
The two-way model realized
It’s a small world: join the conversation
Be human
SEO, baby!
Meet your objectives
A Social Media Strategy
•Active Listening
•Outreach
•Engagement
Active Listening
• Find the “influentials”:TechnoratiGoogle Blog Search
• Bloglines (or other feed reader)
Monitoring
•Watching key issues and trends that are of interest to you and your organization.
Make a list of keywords for your organization:
* people* related or competitive organizations * issues * topics/news items
Outreach
•Read & Comment
•Build Relationships Behind the Scenes
•Give bloggers access to information first
Commenting Tips
•Value added
•Consider email
•Hanlon’s Razor
•Stand up
•Be brief
Are You Ready to Write?
Engage!
• Who will write the blog?
•A Code of Ethics
•Blog topic
•Negative Buzz
•Measuring success
Toe in the Water Strategy
•Internal blog:
•Staff
•Board of Directors
•Members
•Event blog:
•Finite in duration
•Contained in scope
Just Give ‘Em Something To Talk About....
•Explore...
•Listen...
•Get Advice...
•Commit...
•Be Passionate...
What makes a blog successful?
Among 20 “successful” corporate bloggers, most common answers:
•Culture•Transparency•Time•Dialogue•Writing Style and Personality
Questions?