Strategies and tools for corporate blogging:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Amsterdam u.a.
Elsevier/Butterworth-Heinemann
2007
|
| Subjects: | |
| Online Access: | Table of contents only Publisher description Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XVI, 224 S. 23 cm |
| ISBN: | 9780750684163 |
Staff View
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| 650 | 4 | |a Blogues | |
| 650 | 4 | |a Communication dans l'entreprise - Blogues | |
| 650 | 4 | |a Entreprises - Blogues | |
| 650 | 4 | |a Marketing sur Internet | |
| 650 | 4 | |a Unternehmen | |
| 650 | 4 | |a Business communication |x Blogs | |
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| adam_text | TABLE OF CONTENTS
Preface xiii
Acknowledgments xv
1 The Need for Blogger Relations
A Brief History of Internet Tools 2
The Development of Blogs 4
The Differences between Forums and Blogs 6
Corporate Blogs Connect with People Online 8
Media Consumption 9
Consumer-Generated Media 11
Macromedia Case Study 12
Why Blogging Is About Marketing 13
The Automobile Industry Blogging Community 14
Why Blogger Relations? 14
2 Determining If Your Organization Should Blog
Why Blogging Is Not Advertising 20
Reaching Your Audience 21
Reaching Your Audience Indirectly 23
Conducting a Blogging Audit 24
RSS Feed Search Engine Market Overview 25
Technorati.com 25
Feedster.com 25
IceRocket.com 25
Sphere.com 26
RSS Feed Search Engine Limitations 26
vii
yjii Table of Contents
Consumer-Generated Media Is Bigger than Blogging 26
Steps to Conducting a Blog Audit 27
Answering the Question, How Often Should You Post? 29
Blogging Audit: Next Steps with Your Keyword List 30
System Used by the Blogger 31
Interaction Elements Allowed 32
Comment Tracking Tools Used by a Blogger 32
Blogger Background 32
Does the Blogger Answer Comments? 32
Does the Blogger Interact with Other Bloggers in the Community? 33
Volume of Comments Received by the Blogger 33
Technorati.com Ranking 33
Reviewing Your Own Company s Ability to Blog 34
The GM FastLane Blog Comment Strategy Examined 36
Blogging Report Template 36
3 Developing a Blogger Relations Strategy
How to Effectively Conduct Corporate Blogging 41
Pitching a Blogger 43
Public Relations 45
What Can Bloggers Learn from Public Relations? 47
Search Engine Optimization 50
How Blogging Helps with Search Engine Optimization 51
How Blogs Are Powerful Tools for Community Outreach 52
What Can Bloggers Learn from Internet Marketers? 53
What Journalism Can Teach Bloggers 55
The Blogger Relations Strategy Plan 59
4 Blogging Guidelines for Companies
Jeremy Hermanns and the Alaska Airlines Decompression Incident 64
Jeff Jarvis of BuzzMachine and the GCI Intern Incident in Dell 65
The Mark Jen Story 67
Writing Blogging Guidelines and Educating Employees 68
The Company Handbook and Educating the Workforce 71
Understanding the Limits of the Law 71
Patrick Cahill and Julia Cahill v. John Doe 72
Transparency in a Blogging Policy Can Set Expectations 73
Building a Usable Blogging Policy 74
Dealing with Anonymous Posts and Comments 77
How to Write Guidelines 77
Table of Contents ix
5 Tools for Blogger Relations
Blog Publishing Platforms 82
Six Apart 82
Movable Type 82
TypePad 85
WordPress 85
Drupal 86
ExpressionEngine 87
Closing Remarks on Blog Publishing Systems 87
Blog Monitoring Tools 87
RSS Feed Readers 87
Comment Monitoring Tools 88
coComment 89
Co.mments.com 90
Commentful 90
Blog Social Book Marking Tools 90
Del.icio.us 90
Digg 91
Consumer-Generated Media (CGM) Measurement Companies Provide
Coverage and Analysis 91
How CGM Measurement Companies Analyze Data 93
CGM Observational Research Techniques 94
A Critique of CGM Observational Research Techniques 95
Using CGM Data 96
Effective Blog Design for Blogging 97
6 Writing for Blogger Relations
Writing Effectively 102
Reviewing the Formats of Articles 103
Features 103
How-tos 103
Interviews 104
Product Reviews 104
Essays 104
New Journalism 104
Objective Writing 106
Round-ups 107
Expose Writing 107
Filler Articles 108
FYI Posts 109
x Table of Contents
Puff Piece Articles 109
Conference Reports 109
Mechanics of Writing a Blog Post 110
How a Blog Post Is Different from Other Types of Writing 111
How Blogs Are Read by the Audience 112
Conducting Research for Blogging 113
Writing a Blog Post 113
Capitalizing on Breaking News 114
Blogger Outreach 115
Keeping the Facts Straight 115
Competitive Research 116
Market Research 116
Some Final Words about Writing a Blog 117
7 Dialogue and the Art of Conversation for Effective
Blogger Relations
Understanding the Importance of Dialogue for Effective
Blogger Relations 120
How Blogging Dialogue Is Different from Existing Marketing
Communications Techniques 123
The Mechanics of Blogging Dialogue 125
Blogger Engagement on Other Blogs 125
Commenting 129
Blogger Views on Comments from the Blogging Success Study 131
Comment Moderation 132
Nokia: Blending Traditional Media Relations with Blogger Relations 133
Living in an Information Age 134
8 Brand Strategies for Effective Blogging
Brand Strategy Aims to Create Trust 137
Blogging Dialogue: The Medium for Creating Brand Trust 139
The Greeks Establish Credibility with Rhetoric 140
Establishing Credibility and Building Brand Trust 142
Transparency Is Important for Blogging Credibility 142
Customer Feedback Builds the Most Brand Equity 144
Results from the Backbone Media Corporate Blogging Survey 2005 145
IBM Case Study 145
Microsoft Case Study 147
Macromedia Case Study 149
Choosing a Blogging Brand Strategy 152
Table of Contents xi
9 Blogosphere Communities: Lessons from the Automobile
Slogging Community
Research Process for the Automobile Blog Assessment 156
Overview of the Automobile Blogging Assessment 156
Understanding the Types of Blogs in the Industry 157
Automobile Manufacturer Blogs 158
Overview of Topics in Industry 158
Assessment of Automobile Blogging Community Interaction 159
Technorati Rankings 159
Assessment and Strategy Recommendations 160
Lessons Learned from the Automobile Blogging Community 161
Automobile Industry Blogs 162
Automobile Blog Timeline 180
Automobile Industry Blogs by Technorati Ranking 181
10 Blogs from the Customer s Perspective
Building Trust through Blogging 186
Writing Personal and Entertaining Content 189
Industry Content Provides Great Relevancy for Audiences 191
Blog Reader Comment Responsiveness 193
Blogging Tips Learned from the Interviews 194
Blog Reader Privacy 195
Product Feedback 196
Posting Pictures 196
Tenure Counts 197
Follow the Conversation 197
11 The Future of Blogger Relations: Podcasting, Web 2.0,
and Social Media
Integrating Social Media into Blogs 199
Podcasting 202
For Immediate Release Podcast: Neville Hobson s Interview 203
Video Logging 206
Social Media Overview 207
Flickr 209
Digg 210
MySpace 210
YouTube 211
Second Life 211
An Interview with Philip Rosedale of Second Life 212
Index 215
|
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| spellingShingle | Cass, John Strategies and tools for corporate blogging Blogues Communication dans l'entreprise - Blogues Entreprises - Blogues Marketing sur Internet Unternehmen Business communication Blogs Internet marketing Business enterprises Blogs Blogs Weblog (DE-588)4678688-0 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikationspolitik (DE-588)4232471-3 gnd |
| subject_GND | (DE-588)4678688-0 (DE-588)4031883-7 (DE-588)4061963-1 (DE-588)4232471-3 |
| title | Strategies and tools for corporate blogging |
| title_alt | Corporate blogging |
| title_auth | Strategies and tools for corporate blogging |
| title_exact_search | Strategies and tools for corporate blogging |
| title_full | Strategies and tools for corporate blogging John Cass |
| title_fullStr | Strategies and tools for corporate blogging John Cass |
| title_full_unstemmed | Strategies and tools for corporate blogging John Cass |
| title_short | Strategies and tools for corporate blogging |
| title_sort | strategies and tools for corporate blogging |
| topic | Blogues Communication dans l'entreprise - Blogues Entreprises - Blogues Marketing sur Internet Unternehmen Business communication Blogs Internet marketing Business enterprises Blogs Blogs Weblog (DE-588)4678688-0 gnd Kommunikation (DE-588)4031883-7 gnd Unternehmen (DE-588)4061963-1 gnd Kommunikationspolitik (DE-588)4232471-3 gnd |
| topic_facet | Blogues Communication dans l'entreprise - Blogues Entreprises - Blogues Marketing sur Internet Unternehmen Business communication Blogs Internet marketing Business enterprises Blogs Blogs Weblog Kommunikation Kommunikationspolitik |
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Indexes
THWS Würzburg Zentralbibliothek Lesesaal
| Call Number: |
1000 QP 345 C343 |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |