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