Building a network using blogs

(Or how to build your audience online)

Aims

• What is different about blogging?• What is the point?• How to best use blogs• Setting up a blog (time permitting)

- based on my own experience – not gospel! -

Blogs – misunderstood?

“What confuses many journalists is that, to them, blogs are a publishing tool. But what we bloggers

know is that blogs are a communication tool.”

- Kevin Anderson, Blogs Editor, The Guardian -

Publication vs. Communication

Publication:• One-way process• At the end

Communication:• Two-way process• At the start

- Blogs are communication in a public space -

- Most bloggers assume they are sharing ideas with their interested networks -

- Blogging platforms are designed to help them build these networks -

Why should we care?

Newspaper companies• Hits and unique users

are not enough• Lack of strong brand

identity online• Where is the

subscriber equivalent online?

Journalists• Online community is

part of our patch • Way to reach beyond

the PR machine• Individual becoming

the trusted brand• Way to establish

expert credentials

- This is the competition! -

How can journalists use blogs?

• Find good blog posts

• Produce good blog posts

• Market your blog

• Have the conversation

Find good content

• Research other blogs with related content:

- Google Blog Search- Technorati- Blogrolls

• Subscribe via RSS

Produce good content

Blogs work when they are based on:CandorUrgency

TimelinessPithiness andControversy

(maybe Utility if you want six)

- Seth Godin, Online Marketing Expert, 2004 -

Produce good content

Subject Ideas:

• Choose a subject that is connected to your life

• Story behind the headlines

• Expert analysis

• Get inspiration from others (v.important)

• Don’t be too restrictive

Market your blog

Can’t just publish and hope search engines will do the job.

Newspapers advertise using poster bills – need online equivalent

- Blogroll -- Trackbacks -

Market your blog

Blogroll:• List of links to sites

that you read• Interesting and

relevant to your blog

• Blog owners can see that you’ve linked to them using their report tools

Trackbacks:• Notifies blogger

that you’ve linked to their post.

• Advertises your site to their audience (if approved)

• Having trackbacks indicates you’re worth writing about.

- also remember social networks -

Have the Conversation

• Comment boxes are for everyone – use them!

• Comments can make or break audience loyalty

• ALWAYS reply to comments on your blog where possible

• Comment on other blogs

- Remember there are rules of engagement -

Don’t be an arsehole

- journalists are not anonymous -

Don’t be an arsehole(and avoid the Dickwads)

1. Earn your place in a network, don’t expect it.

2. Admit that you are not always right (even if you think you are).

3. Defend your point without dismissing others.

4. Not all humour travels well.5. Listen.6. Use reasonableness as a weapon.

- Show your humanity -

Any Questions?

LinksPaul Bradshaw - Online Journalism Blog

www.onlinejournalismblog.comJeff Jarvis – Buzzmachine

www.buzzmachine.comAlison Gow

http://headlinesanddedlines.blogspot.com/ Press Gazette - The Wire

blogs.pressgazette.co.uk/wire/ Journalism.co.uk

www.journalism.co.ukSlides for this presentation

www.joannageary.com