Corporate Blogging

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Corporate Blogging

• Trevor Cook
• Jackson Wells Morris
• February 2006

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It is just as important to be able to edit the
Web as browse it Tim Berners-Lee.

• Web 2.0 a new approach to online communication
• Unleashing the power vision of the Internet
  millions of publishers

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Its all about the user

• User-driven development
• User-focused services
• User-generated content
• Search
• Feeds - text, audio, video
• Tags

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Who blogs and why?

• 20 million bloggers, 1 million posts each day
• Politics, economics, science, HR, law etc
• Customers critics
• Technorati / edelman survey, 2005
• https//extranet.edelman.com/bloggerstudy/Default.
  aspx

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What makes a good blog?

• Regular updates
• Short posts
• Links, comments, feeds
• Direct, personal language
• Focused on an issue / subject / person

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What makes a good blog?

• Regular updates
• Short posts
• Links, comments, feeds
• Direct, personal language
• Focused on an issue / subject / person

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Other key terms

• Posts
• Comments / trackbacks
• Links measure of importance
• Feeds (RSS, XML, ATOM)
• Aggregators (stand alone browsers)
• Live searching
• Podcasts / vlogging

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Telstra 20 to 160 posts / day
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McDonalds 400 to 900 posts / day
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Some corporate uses

• Personalising the CEO / spokesperson
• Building reputations for expertise
• Updating during a crisis
• Responding to customer concerns
• Issue advocacy
• Complements media activity
• Supplement / replace internal newsletters
• Replace ALL STAFF emails
• Project management

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Issues

• Getting people to write
• Letting people published unedited
• Guidelines for bloggers
• Multiplying formats (print, email, voice, blog,
  feeds, website)
• Decentralised access to Intranet