Cambridge Business Association
Blogging for Business
Book

Blogging for Business

Everything You Need to Know and Why You Should Care

Shel Holtz and Ted Demopoulos
Kaplan Publishing, 2006
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Recommendation

The number of bloggers and readers continues to climb. Bloggers don’t censor themselves; they feel free to say anything about anyone. Yet big-name companies such as Boeing, GM and IBM have begun to include blogs in their communication strategies. They understand that they can take advantage of blogs’ power and influence. In an easy-to-read, conversational style, much like the blogs themselves, Shel Holtz and Ted Demopoulos explain how you can use blogs, both internally and externally. They also dig into why and how you should monitor blogs - even if you decide not to start your own. getAbstract recommends this introduction to communication directors and others who wish to understand blogging from a business perspective. If your business has already joined the blogosphere, you’ll benefit from the book’s discussion of tracking and monitoring.

Summary

Blogs 101

A "Weblog" - or "blog," for short - is a Web site that consists of a collection of posts, or entries, organized in reverse chronological order. Blogs are different from e-zines or e-newsletters because they are not organized by subject, and their language tends to be conversational. While e-zines focus on a central topic and publish on a regular schedule, bloggers post updates whenever they feel the urge. E-zines are sent to your e-mailbox, but to read a blog, you must visit the Web site. Blogs and e-zines are complementary, since some readers prefer reading blogs while others prefer e-zines. By cross-referencing your blog and your e-zine, you can increase the audience for both.

Readers communicate with bloggers by responding to their blog entries. Thus, a blogger can make an impact even if his or her audience consists of only one reader. If even one other blogger links to your blog, your blog’s visibility improves. Blogging is the new word-of-mouth. Bloggers tend to post updates frequently so readers can find new content each time they visit. Some bloggers post several times each day, others a few times per week. Posting more often holds readers’ attention...

About the Authors

Shel Holtz is a speaker, writer and corporate communication consultant. Ted Demopoulos is a consultant and speaker who focuses on technology, security and business.

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