1. Business in a Connected World
Chapter 2a
Web 2.0 and Social Media
Business in a Connected World
Blogging for Business
© McHaney and Sachs 2016

2. What is a Blog? Blog in Simple Terms “Broadcasts” Fun and Engaging
Web site that contains an online personal journal with reflections, comments, media, and hyperlinks provided by the writer.
“Broadcasts”
The Web site makes content available using RSS technology
Fun and Engaging
Natural human inclinations help make social media enticing and fun to use
Among the First!
Among first applications associated with transition from static Web pages to social media
What is a Blog?
Blogs about Blogging

3. What is a Blog (Con’t)? Early Forms Web Logs Shortened Name
Evolved from Usenet, bulletin board systems, and moderated newsgroups
Web Logs
In mid-1990s, more online journals known as Weblogs appeared
Shortened Name
Weblog shortened to ‘blog’ by Jorn Barger and added to Webster’s Dictionary in 1999
What is a Blog (Con’t)?

4. Video Describing Blogs
Click to View

5. Blog Background Originally Public Voice 1:M Now
Weblogs were not collaborative technologies.
Public Voice
Gave voice to person wishing to place thoughts and opinions into unedited public space
1:M
This one-to-many communication tool was updated to allow reader comments and feedback
Now
Now 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.
Blog Background

6. YES! Should Businesses Blog? Business Uses Direct to Public Sources
Perfect for connecting with customers, promoting products and developing recognized business presence.
Direct to Public
Gives opportunity to get news and message into the world without external edits
Sources
Can come from many sources including CEO, marketing executive, product development department, product support specialist, and others.
YES!
Should Businesses Blog?

7. Example Business Blogs
Coca Cola Unbottled

8. Example Business Blogs
Walmart Corporate

9. Example Business Blogs
Goodman Jones (Small Business)

10. Effective blog use requires understanding key attributes: voice, frequency, style, features and passion
Blog’s Personality

11. Blog’s Voice Customized Voice Conversational Not Just Articles
Departure from factual journalist voice.
Conversational
Create everyday conversation to make messages personal.
Not Just Articles
Most blogs are not collections of articles---readers expect opinions.
Ways of Getting Attention
Blogs use humor, sarcasm, self-deprecation, irony, over-the-top seriousness, or other approaches to capture readers’ attention.
Blog’s Voice
How entries are presented and worded

12. Blog’s Frequency Immediacy Significant Events Posting Times
Timely material provides sense of immediacy.
Significant Events
When significant events occur, update blog right away.
Posting Times
Helpful if writer has predetermined time between postings.
Study Usage
Monitor blog traffic statistics to determine best entry frequency.
Blog’s Frequency
How often to publish new entries

13. Most hosting sites offer preformatted configurations (themes)
Themes help avoid looking amateurish
Blog’s Style
Determines readers’ perceptions of a business

14. Example WordPress Themes

15. Blog’s Features SEO Monetization
Ensures social and traditional Web searches can find content and share via syndication
SEO
Various mechanisms enable search engine optimization (SEO), social media optimization (SMO), and monetization.
Monetization
Can be direct (ex. advertising revenue) or indirect (ex. capture of potential customer leads).
Blog’s Features
Add interest

16. Features on ‘Nuts About Southwest’ Blog

17. More Features on ‘Nuts About Southwest’ Blog

18. More Features on ‘Nuts About Southwest’ Blog

19. More Features on ‘Nuts About Southwest’ Blog

20. Additional social media sites listed by Southwest for its blog

21. 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.
Blog’s Passion

22. Blog’s Passion (Continued)
Blogs convey an opinion.
People read more than just your company’s blog.
Choose a direction and make a strong case.
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.
Blog’s Passion (Continued)
Blogs convey opinions and so don’t need to be balanced

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