Slides for Chapter 2, Part A of Web 2.0 and Social Media for Business: Business in a Connected World 3rd Edition, 2016 Dr. Roger McHaney, Dr. David Sachs http://bookboon.com/en/web-2-0-and-social-media-for-business-ebook

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

2. Blog in Simple Terms
Web 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 Engaging
Natural 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

3. Early Forms
Evolved from Usenet, bulletin board systems, and moderated newsgroups
What is a Blog (Con’t)?
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

4. Video Describing Blogs Click to View

5. Originally
Weblogs were not collaborative technologies.
Blog Background
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.

6. Business Uses
Perfect for connecting with customers,
promoting products and developing
recognized business presence.
Should Businesses Blog?
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.

7. Coca Cola Unbottled
Example Business Blogs

8. Walmart Corporate
Example Business Blogs

9. Goodman Jones (Small Business)
Example Business Blogs

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

11. How entries are presented and worded
Blog’s Voice
Customized Voice
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.

12. How often to publish new entries
Blog’s Frequency
Immediacy
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.

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

14. Example WordPress Themes

15. Add interest
Blog’s Features
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).
Ensures social and traditional Web searches can find content and share via syndication

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.

22. 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.
.
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.

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