Blogging Basics for Business

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• A Blog is a “conversation on the web” with people who have something in common.
• People subscribe to a blog using RSS (the channel).
• RSS feeds create a channel to your favorite blogs to stay current on topics of importance and interest.
• Blogs “posts” are organized in chronological order and by topic.
• BusinessWeek May 2005 cover story: “Blogs – Catch Up or Catcha Later”
• When, not if you should blog…Start by blogging on other blogs in your industry.
• Observe, learn and participate in those blogs.  Get a feel for their personalities and the participants.
• Study competitive blogs to observe what is being said.  Consider commenting on competitive blogs. 
• Remember you are part of a community.  Be professional (don’t be a jerk).
• Develop a strategy!  Know your objective(s) and measure results.
• Blog types: industry trends/visionary, product (technical) blog, customer service, P.R. blog, etc.
• Set up roles for people in your company in the blog and manage these roles: analytical, product (technical), P.R., controversy, executive/leadership.
• Don’t shy away from comments on your  blog especially criticism.
• Post comments frequently.
• Respond to comments very quickly (within hours).
• Remember that others are watching your blog conduct.
• Respond to negative comments positively.  Thank them and explain your course of action.
• Blogs are good for search engine optimization particularly when you give each blog post a title with a post-slug URL.
• Add blog post-slug URLs to your site map.
• Use social plug’ins to get your blog tagged and linked.
• Submit your blog to Technorati and track it.
• Track blog stats in your website stats/analytics.
• Link to other blogs you like.  Don’t expect anything in return (but you may get links from other blog sites).
• Embrace a blog with commitment – don’t start and stop a blog.
• Business blogs take time – get over it.
• Business blogs will pay dividends if implemented and managed well. 

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