Wednesday, May 9, 2007

What is Blogging?

In its most general form, blogs (weblogs) provide commentary based on a particular subject (ex. businesses, celebrities, politics). A typical blog combines text, images, and links to other blogs, web pages, and media that relate to its topic. Most blogs are primarily textual, although some focus on photographs (photoblog), videos (vlog), or audio (podcasting), and are part of a wider network of social media.

The ability for readers to leave comments in an interactive format is often the most important component of a successful blog. This conversational aspect of blogging, which has the same appeal as the ├╝ber popular social networks of Facebook and MySpace, is the main reason why we feel that blogs are here to stay. Therefore, businesses that allow consumers to respond to their blogs (whether negatively or positively) build the most credibility with the general public.

Get on Board! Make Blogging Your Business
To most, the idea of a blog is a relatively new concept. A large majority of entrepreneurs and corporations are just now starting to experiment with them. For these people, knowing how to take advantage of changes in media consumption can be the key to market leadership and brand equity, as we will illustrate in future entries.

Successful company blogs are a soft sell, enhance the traditional advertising model and assure that...
There is no pitch
There is no fluff
There is no hype

A blog is a low-cost method of building relationships with customers. A good blog can even improve your Web site's ranking in "organic" search results. By integrating blogs into their tactical approach, companies can enhance the customer experience to impact both their brand and bottom line.

Since the emergence of several popular American blogs in 2001, blogs have increasingly become a central source of news. Blogs by political candidates (ex. the 2002 elections), established politicians, and experts in various fields helped to further solidify blogs as a reliable news source. It is no wonder that the use of blogs has spread to the business world, where the best of the best now have their own blogs in which they address pertinent industry and company related issues.

Until Next Time…..
Our next entry will be on the importance of blogs as an effective business and marketing tool. We hope this blog encourages you to start your own blog. But first, here are some suggestions on effective business blogging from Debbie Weil, an online marketing and blogging consultant:

1) Start with a topic you’re passionate about.
2) Concentrate on shorter, more frequent entries in your blog.
3) Let your authentic “voice” emerge.
4) Use correct grammar and syntax.
5) Write for the Web: Purposefully organize the content of your blog.
6) Post a new entry at least once a week, and preferably two or three times a week.
7) Include your key contact information.


Craig said...

Another important aspect of blogs is the concept of "corporate transparency" as championed by Robert Scoble at Microsoft. Scoble was instrumental in changing Microsoft from a company that was perceived as being afraid of the Internet, to one with more than 4,500 bloggers.

Anonymous said...

As official ex-blogger of the IMC program, the only thing I would add to your suggestion is

-people like pictures
-. . .and frivolous youtube clips.

Great posts, guys!


The CBOs (Chief Blog Officers) said...

Thanks for your comment Melissa! We have added some pictures and YouTube clips for your enjoyment.

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