Blogs 101
"Blog" may sound like a Star Trek character or the way you
feel on a bad day, but it's neither. A blog (or web log) is simply
a journal accessible on the internet. It allows a person to share their
thoughts, musings, or grocery list with the entire world.
Entries usually appear in chronogical order, just as they would in a diary.
A blog can be incorporated into an existing website or setup on a site
specifically for blogs such as Blogger.
Let's clarify some things before continuing. A "blogger" is
a person that has a blog. This person maintains and provides entries to
the blog. The process of updating the blog is called "blogging".
If a friend says to you, "I didn't call last night because
I was blogging," it means they were busy writing in their online
journal – not doing something illegal.
Software
Blog software is relatively easy to use. Among the most popular and user
friendly are Movable Type and Radio
Userland. You can record your information, include links, and publish
instantly all with a few clicks of the mouse. It's an inexpensive
way to build a web presence for your company.
Blog Benefits
Let's explore how blogging can benefit your business.
- Increase your visibility among potential and current customers. According
to a survey by the Pew Internet & American
Life Project, 27 percent of internet users read blogs on a regular
basis. While not a large number, it amounts to about 32 million Americans.
That's 32 million potential customers for your business. But how
do you attract their attention? Simply put, a business blog should provide
useful information.
Product announcements, special offers, study findings,
and surveys can all be included in a blog – anything that's beneficial to your
readers. Personal blogs can consist of anything from shopping lists to
bad poetry. It's best to keep such topics to a minimum if your blog
is for business purposes. There should be a balance between "fun
stuff" and "business stuff". People read business blogs
to be educated, but they don't want to be bored either. Provide interesting,
entertaining content that's updated regularly and your readers will
remain faithful.
- Communicate with the public and others in your profession. The
great thing about blogs is they encourage dialogue. Blogs enable readers
to respond to all posts. This is a valuable feature. Readers can provide
instant feedback on topics, products, and services.
- Build a more personal relationship with clients and staff.
Company presidents, CEOs, and other professionals can communicate freely
with people they normally wouldn't have a chance to connect with.
A marketing executive can share important developments within the department,
while at the same time talk about what happened during Thanksgiving dinner.
The personal touch builds a connection with readers. Microsoft chairman
Bill Gates is a strong proponent of blogging. According to Blogger
Me, more than 700 Microsoft employees use blogs to share project updates.
Blogs offer a chance to share your expertise, knowledge, and products
with the world. See for yourself how some businesses use blogs:
BusinessLogs
Gizmodo
Joel on Software
Jupiter Research
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