1. Chapter 2: Blogging for Business: Part A
Web 2.0 and Social
Media for Business
Roger McHaney, Kansas State University

2. What is a Blog?
A Web site that contains an online personal journal with
reflections, comments, media, and hyperlinks provided by the writer
‘Broadcasts’ content using RSS technology
Among first applications associated with transition from static Web
pages to social media
Early forms evolved from Usenet, bulletin board systems, and
moderated newsgroups
In mid-1990’s, more online journals known as Weblogs appeared
Weblog shortened to ‘blog’ by Jorn Barger and added to Webster’s
Dictionary in 1999
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Blogs about Blogging

3. Video Describing Blogs

4. Blog Background
• Originally, Weblogs were not collaborative technologies
• Gave voice to person wishing to place thoughts and opinions into
unedited public space
• This one-to-many communication tool was updated to allow reader
comments and feedback
• 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 Feb-2011, Nielsen Company reported 156+
million blogs existed on Web. After
Facebook, more minutes were spent on
Blogger.com than any other site.

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

8. Small businesses can use blogs to further their organizational missions.

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

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

11. Blog’s Frequency
How often to publish new entries
Timely material provides sense of immediacy
When significant event occurs, update blog right away
Helpful if writer has predetermined time between postings
Monitor blog traffic statistics to determine best entry frequency

12. Blog’s Style
Determines readers’ perceptions of business
Most hosting sites offer preformatted configurations (themes)
Avoid looking amateurish

13. Example WordPress Blog Themes

14. Blog’s Features
Ensure social and traditional Web searches can find
content and share via syndication
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)

20. Additional Social Media Sites Listed by Southwest for Its Blog

21. Blog’s Passion
Works best as direct-to-the-point entries that don’t get too wordy or long
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. Blog’s Passion (con’t)
Infuse passion into a blog:
Blogs Don’t Need to be Balanced
Blogs convey an opinion
People read more than just your company’s
blog
Choose a direction and make a strong case
Reader comments can provide alternative
points of view and build a case for opposing
sets of arguments.
Create a discussion online.
To influence readers, provide best
arguments

23. Blog Environment
Primary decision for businesses: whether to host their
blog(s) internally or to use hosting services. Second
option is often associated with cloud computing
solutions.

24. Internal Hosting
Organization needs computing hardware and
software in-house
For small businesses, this might represent a challenge
Provides a business with flexibility and freedom
Ensures organization possesses data and information
associated with Web site
More easily integrated with business Web site
Allows organization to develop internal expertise with
the blog administration

25. Internal Hosting Software Examples

27. External Hosting
Uses third-party Web sites
Good for startup businesses attempting to control initial costs
Good for small businesses with limited IT infrastructure
Individual bloggers often take this approach
Software upgrades done by vendor or with minimal effort
Support lines and customer service usually available
Blog may be automatically submitted to search engines
Business data resides on another organization’s hosting platform
Hosted blogs can be placed on free Web sites or on sites that
cost a fee

28. External Hosting Examples

29. More External Hosting Examples

30. Other Hosting Options
A third option used by many small businesses and
startup companies:
Find a general hosting company that offers instant
blogging installations for a low cost
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31. Other Blog Hosting Service Examples

32. End of
Chapter 2 Part A
Web 2.0 and Social
Media for Business

33. Slide Media from:
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Slides Prepared by Professor Roger McHaney
Kansas State University
Twitter: @mchaney
Blog: http://mchaney.com
Email : mchaney@ksu.edu