Web 2.0 and Social MediaBusiness in a Connected World

Chapter 2a

© McHaney and Sachs 2016

Blogging for Business

Blog in Simple TermsWeb site that contains an online personal journal with reflections, comments, media, and hyperlinks provided by the writer.

What is a Blog?

“Broadcasts” The Web site makes content available using RSS technology

Fun and EngagingNatural human inclinations help make social media enticing and fun to use

Blogs about Blogging

Among the First! Among first applications associated with transition from static Web pages to social media

Early FormsEvolved from Usenet, bulletin board systems, and moderated newsgroups

What is a Blog (Con’t)?

Web LogsIn mid-1990s, more online journals known as Weblogs appeared

Shortened NameWeblog shortened to ‘blog’ by Jorn Barger and added to Webster’s Dictionary in 1999

Video Describing Blogs Click to View

OriginallyWeblogs were not collaborative technologies.

Blog Background

Public VoiceGave voice to person wishing to place thoughts and opinions into unedited public space

1:MThis one-to-many communication tool was updated to allow reader comments and feedback

NowNow Weblogs are a place where material can be synthesized, mashed, and opened to comments. Video, audio, images and other media can be incorporated. Likes and dislikes can be noted.

In 2015, according to blog expert, Greg Narayan, WordPress.com had 60 million users, WordPress.org had 56 million users and Tumblr had over 150 million users.

Business UsesPerfect for connecting with customers, promoting products and developing recognized business presence.

Should Businesses Blog?

Direct to PublicGives opportunity to get news and message into the world without external edits

SourcesCan come from many sources including CEO, marketing executive, product development department, product support specialist, and others.

YES!

Coca Cola Unbottled

Example Business Blogs

Walmart Corporate

Example Business Blogs

Goodman Jones (Small Business)

Example Business Blogs

Blog’s Personality

Effective blog use requires understanding key attributes: voice, frequency, style, features and passion

How entries are presented and worded

Blog’s Voice

Customized VoiceDeparture from factual journalist voice.

ConversationalCreate everyday conversation to make messages personal.

Not Just ArticlesMost blogs are not collections of articles---readers expect opinions.

Ways of Getting AttentionBlogs use humor, sarcasm, self-deprecation, irony, over-the-top seriousness, or other approaches to capture readers’ attention.

How often to publish new entries

Blog’s Frequency

ImmediacyTimely material provides sense of immediacy.

Significant EventsWhen significant events occur, update blog right away.

Posting TimesHelpful if writer has predetermined time between postings.

Study UsageMonitor blog traffic statistics to determine best entry frequency.

Determines readers’ perceptions of a business

Blog’s Style

Most hosting sites offer preformatted configurations (themes) Themes help avoid looking amateurish

Example WordPress Themes

Add interest

Blog’s Features

SEOVarious mechanisms enable search engine optimization (SEO), social media optimization (SMO), and monetization.

MonetizationCan be direct (ex. advertising revenue) or indirect (ex. capture of potential customer leads).

Ensures social and traditional Web searches can find content and share via syndication

Features on ‘Nuts About Southwest’ Blog

More Features on ‘Nuts About Southwest’ Blog

More Features on ‘Nuts About Southwest’ Blog

More Features on ‘Nuts About Southwest’ Blog

Additional social media sites listed by Southwest for its blog

Blog’s Passion

How to Infuse Passion into a Blog

Read Fresh and Thought-Provoking Material Go beyond current news and what everyone else

reads Absorb new and fresh ideas Observe the world Talk to people working in related areas Read old and unusual books Spend time reflecting and thinking

Discover subject matter unrelated to your blog that will add value because of author’s style or approach to topics.

Seek unexpected inspiration and new ways of viewing topics from alternative sources.

Blogs convey opinions and so don’t need to be balanced

Blog’s Passion (Continued)

Choose a direction and make a strong case.

Blogs convey an opinion.

People read more than just your company’s blog.

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Create a discussion online. Reader comments can provide alternative points of view and build a case for opposing sets of arguments.

To influence readers, provide best arguments.

Contact: Roger McHaney, Kansas State University, mchaney@ksu.edu