is there any point in blogging in the age of twitter, facebook and instagram?
DESCRIPTION
Presentation deck I used as the focal discussion point in workshop at the Financial Times' Digital Learning Week 2012, London, October 10, 2012.TRANSCRIPT
Neville Hobson
@jangles
Is There Any Point in BloggingIn the age of Twitter, Facebook and Instagram?
Neville Hobson @ #FTDLW12
October 10, 2012
@jangles
#DIF12
Neville Hobson
@jangles
http://www.nevillehobson.com/ http://www.forimmediaterelease.biz/
Neville Hobson
@jangles
http://mashable.com/2012/08/22/the-internet-a-decade-later/
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangleshttp://www.go-gulf.com/blog/60-seconds
Neville Hobson
@jangles
http://newsroom.fb.com/News/One-Billion-People-on-Facebook-1c9.aspx
Neville Hobson
@jangles
May 2, 2005:The Real Start
Neville Hobson
@jangles
http://en.wikipedia.org/wiki/Blog
Neville Hobson
@jangles
A Blog Is…
A website with:• Reverse
chronologically-ordered content
• Personality• Commenting• Trackbacks (links to
other content)• Auto-distribution aka
subscriptions (RSS, email)
http://conversation.cipr.co.uk/
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
In the Early Days
Neville Hobson
@jangles
What About Micro Blogging?
Neville Hobson
@jangles
...And Audio Blogging?
http://audioboo.fm/Jangleshttp://www.forimmediaterelease.biz/
Neville Hobson
@jangles
Video?
http://techfluff.tv/
Neville Hobson
@jangles
Social Networking Sites?
Neville Hobson
@jangles
Other Social Places?
Neville Hobson
@jangles
It’s not really about the platform.
It’s more about the content.
What you want to achieve.
How you’d like to engage with others.
Neville Hobson
@jangles
Getting Started
• What are the first steps?• Carefully planned or ‘happen by osmosis’?• Formally embraced?• How do you guide employees?
Neville Hobson
@jangles
Responsibilities
Employer:• Establish the framework under
which employees can blog in their workplace
• Invite employees to participate in creating the guidelines that make it clear what the ground rules are
• Communicate them to employees in a way that they clearly understand
• The responsibility for this is yours, as are the consequences without clear guidelines
Employee:• Use your own common
sense on what you say about your employer and issues in your workplace, whether you blog internally or publicly
• The responsibility for this is yours, as are the consequences if you don't use your common sense
Neville Hobson
@jangles
Who Should Blog?
• Corporate communications, employee communications, PR, marketing, HR, investor relations, sales, customer service, public affairs, community relations…- Internally: thought leadership, sharing thinking
and knowledge; news, information- Externally: engaging with customers
• Who else?- What about the CEO?
Neville Hobson
@jangles
The Communicator’s Role
• Counsellor, adviser and guide- On communication, not blogging
• Hands-off role- Absolutely no anonymous ghost writing for the
CEO
Neville Hobson
@jangles
Not the Communicator’s Role
http://dilbert.com/strips/comic/2007-04-26/
Neville Hobson
@jangles
Finding Influential Voices
Neville Hobson
@jangles
What Makes a Good Blog / Post?
• Write informally, conversationally, avoiding jargon, and with passion
• Write something that others will find useful• Think about keywords
- Keywords drive search
• Write an eye-catching relevant headline• Attribute, cite, link• Make your post easy to share• Post frequently
- Google loves frequently-published content like blog posts: the more you publish, the more you link, the more you get shared, the higher up you’ll appear in search results
Neville Hobson
@jangles
Write an eye-catching relevant headline
Your blog or news site may be great but when I get your posts in my RSS reader...
Neville Hobson
@jangles
Neville Hobson
@jangles
Neville Hobson
@jangles
In Summary
• It’s about the content not the platform• You’re telling a story not writing a press release or
a sales brochure• Be selfless and generous in your references to
others• Disclose any conflict of interest
- If in doubt, always disclose
• Make your content eminently shareable• Be clear on your strategy and the measurable
goal you wish to achieve
Neville Hobson
@jangles
Hands On
• Online- Walk-through a WordPress blog- The difference between posts and pages- Creating a post- Publishing a post- Leaving a comment
• A look at offline editors
Neville Hobson
@jangles
Is There Any Point in BloggingIn the age of Twitter, Facebook and Instagram?
Neville Hobson @ #FTDLW12
October 10, 2012
@jangles
#DIF12