Blogging for Business 2005 is most definitely the year of the blog, or “weB LOG” – in fact, when the Pew Internet & American Life Project, a non-profit organization that produces reports on the effects of the Internet on society released their 2004 findings, Blog readership had jumped 58%. The report also found that more than 32 million U.S. citizens have created Web-based journals. According to Matisse Enzer's Glossary of Internet Terms, a Blog is basically a journal that is available on the Web. The activity of updating a Blog is "Blogging" and someone who keeps a Blog is a "Blogger." Blogs are typically updated daily using software that allows people with little or no technical background to update and maintain the Blog. Postings on a Blog are almost always arranged in chronological order with the most recent additions featured most prominently. Blogs are not only providing a flood of information and opinions online, they have moved beyond the world of techno-speak and teenage angst and into big business. In a time when your company PR efforts are attempting to reach varied audiences by utilizing every possible communication channel, it is important to consider publishing a company Blog. It can become an invaluable element of your overall marketing plan and help put a human face on your company. Blogs allow the author to post content and offer readers the opportunity to respond. This response mechanism is one of the many benefits as it allows for free or almost free market research – what better way to find out what your customers and prospects are looking for? Plus you can get their buy-in on new product launches early on – making them a part of the process. In business, Blogs can be used internally as well as externally. A Blog on your corporate intranet can gauge employee opinion and allow for greater collaboration. An internal Blog from the CEO would be very different in tone and approach than that same CEO’s external Blog, but both can supply corporate information as well as snippets about their thoughts and actions. Blogs can complement news releases – instead of just issuing a corporate directive, readers can now understand the thinking behind such an announcement. Ideally, Blogs can provide companies with a connection they don’t otherwise have with the public, employees and clients. But for it to work, they cannot simply be company news releases posted in Blog format, under the President’s name. The keys to creating a successful Blog for your company include: Adding fresh, quality content often – at least 2-3 times per week. Write short entries – it is better to have multiple nuggets, than one long missive. Include contact information. Giving and receiving links often and generously.
Syndicating the content as widely as you can. Having the Blog come from a strong personality, like your company CEO. Having a Blog policy in place for your employees. Giving credit where credit is due – if a thought is not original, let your readers know that with a link. Acknowledging the legal ramifications – if you wouldn’t say it in front of a room full of your colleagues, don’t post it in a Blog. Examples of well-done Blogs: http://www.stonyfield.com/weblog/ http://www.allbusiness.com/blog/ http://weblogs.jupitermedia.com/meckler/
Please contact Pipeline Interactive for more information on Blogs. We’d be happy to schedule a demonstration.