Corporate Blogging Sabrina I. Pacifici Founder, Editor, Publisher, Web Manager LLRX.com (www.llrx.com ), the unique, free, independent webzine on legal research, resources, applications, and technology for librarians and legal professionals. & Author of beSpacific ( www.bespacific.com ) Accurate, focused law and technology news, updated daily
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Corporate Blogging
Sabrina I. PacificiFounder, Editor, Publisher, Web Manager
LLRX.com (www.llrx.com), the unique, free, independent webzine on legal research,
resources, applications, and technology for librarians and legal professionals.
& Author of beSpacific (www.bespacific.com)Accurate, focused law and technology news,
• Blog facts• Overall blog stats• Blogging applications • Blog features• Tracking blogs at large• Corporate blogging stats• Why blog• What to blog about• Got Content!• Blogging Essentials –
benefits, people, time, cost• Elements/components of
good blogs
• Content creation and management
• Marketing and branding, in-house and to the public
• Blogs as knowledge management tools– Adjunct to portals, websites,
intranets• Examples of focused, topical
blogs• More reasons you should blog• Tech companies lead the way in
corporate blogging• News and resources on
corporate blogging
Sabrina I. Pacifici, www.bespacific.com
Facts about blogs
Sabrina I. Pacifici, www.bespacific.com
Parts of a blog – consider which elements to use
Sabrina I. Pacifici, www.bespacific.com
How many blogs are there? Millions and millions….
Sabrina I. Pacifici, www.bespacific.com
But how many are updated regularly?
Sabrina I. Pacifici, www.bespacific.com
“A mere 2% of Adult Internet users maintain Web diaries or Web blogs…Content omnivores are among the heaviest overall users of the Internet.”
Sabrina I. Pacifici, www.bespacific.com
Blog Software – An overview of some options
Sabrina I. Pacifici, www.bespacific.com
Tracking Blogs
Sabrina I. Pacifici, www.bespacific.com
Stats on Corporate Bloggers: http://www.sifry.com/alerts/archives/000390.html, October 17, 2004
• training• presentations• topical/subject specific research• practice development• clients• virtual reference, electronic services, cataloging• from topics specific or broad, it is up to you!
Sabrina I. Pacifici, www.bespacific.com
What Does Blogging Involve – Got Content!
• Assignment: monitor, track, locate (through all avenues available…fee and free)… find needle in haystack and make it look easy!
• validate, verify, analyze• review, edit, append info as req’d (PDF, Word docs,
Excel, graphics, audio, video)• seek feedback, comments, contributions• publish, disseminate, update (the updating part is the
real kicker)…commitment is key!• don’t start what you can’t continue – Feed the Blog!• time management is essential
Sabrina I. Pacifici, www.bespacific.com
Example of a blog used for development, collaboration, testing
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Blogs facilitate organization of, and access to, relevant data by topics
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Example of a very focused topical blog: GM Smallblock Engine Blog
Sabrina I. Pacifici, www.bespacific.com
Example of a topical blog with broader focus but still subject oriented – stays on message.
Sabrina I. Pacifici, www.bespacific.com
More Reasons Why You Should Blog
• Identify and target your users• Provide channels of information
– Choice/selection in data stream– From the general to the granular,
your readers can choose if you offer them a range of content
• Where is that report, news article, survey, training manual?
– Promote, maximize internal collaboration, knowledge base management of resources, tasks and projects
• Real time publishing– Direct, no intermediary req’d
• You are the expert– Blogging will focus and expand
upon your skills– Level the playing field…minimize
barriers and increase visibility, communications, integration of resources
Sabrina I. Pacifici, www.bespacific.com
A Product Blog
"By announcing a new product on a blog you are creating an invitation to a discussion about your product. On-line press releases don't allow readers to post comments to provide feedback or to ask questions. As more and more blog readers use newsreaders, people are very apt to grab an RSS feed for a blog they find interesting. That creates an opportunity for the blog to continue the discussion that starts with a new product announcement. “
http://contentcentricblog.typepad.com/
Think about products and services – informing and supporting users
Microsoft has over 800 employees blogging…take a look
Sabrina I. Pacifici, www.bespacific.com
Bloggers from Sun Microsystems
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CEO’s Who Blog
Sabrina I. Pacifici, www.bespacific.com
News and Resources About Corporate Blogging
• Blogging for Business – “With readers flocking to their Web postings, execs are finding blogs useful for plugging not just their products but their points of view.” Business Week, August 9, 2004 http://tinyurl.com/4mukc
• Blogging With The Boss's Blessing – “More companies are helping employees to speak freely -- and bond with customers.” Business Week, June 28, 2004 http://www.businessweek.com/magazine/content/04_26/b3889107.htm
• Blogging behind the firewall – “InfoWorld’s internal Weblog started as an experiment. Already, it’s indispensable.” InfoWorld, May 24, 2004 http://www.infoworld.com/article/04/05/21/21OPconnection_1.html
• The Corporate Blog is Catching On, New York Times, June 23, 2003 http://tinyurl.com/f10d
• Google sees benefits in corporate blogging, “Company says internal blogs can be used to track meeting notes, share diagnostics information and code.” InfoWorld, November 18, 2004 http://www.infoworld.com/article/04/11/18/HNgooglecorpblog_1.html
• HP quietly begins Web log experiment – “Hewlett-Packard Co. has become the latest IT vendor to dip its toes in the wild world of Web logging, or blogging.” IDG News Service, 23 Nov 2004, http://tinyurl.com/689r4
• See beSpacific.com’s regular updates on blogging at http://www.bespacific.com/mt/archives/cat_blogs.html