A blog is short for Web-log. It “is an easily, frequently and instantly updated website.” (http://credoreference.com/entry/ultimatebusiness/blogs_and_business_what_you_must_know#1D7F6295A3-1620-49EO-A9CC-F8E58DD491D2.) They are typically written in an informal voice that seeks to engage the reader. A blog often contains links, pictures, audio, and video. Frequent entries can be whatever the author feels pertains to the site.
There are several types of blogs. At the most basic level, a blog can be a personal site much like Facebook or MySpace. But more likely it is a business, career, or hobby enhancing tool. A business might use a blog to share information within the company or advertise outside it. Four main reasons for a business blog are to “save time, save money, strengthen consumer relationships, and improe search engine ranking.” (http://credoreference.com/entry/ultimatebusiness/blogs_and_business_what_you_must_know#1D7F6295A3-1620-49EO-A9CC-F8E58DD491D2.)
All successful organizations must have a well thought out and executed company communication strategy. A blog can enhance communication within an organization. Company directors and managers are often working long hours and multitasking. In the midst of a busy schedule, communication is often secondary. Yet good communication within a company can increase productivity and promote good relationships. Posting upcoming customer visits can alert employees so they are ready to introduce themselves and make a good impression for the company. A blog can be used for internal announcements such as new hires, new projects, employee profiles, company events, and training. Employees will feel more connected and invested into their company if they are made aware of events, customer information, and trends in the company.
New avenues of communication have sprouted and grown all around us. Businesses are becoming more and more aware of the opportunities they have to promote themselves to the public. Corporate Communication “involves getting a company’s message out to its stakeholders – such as employees, investors, customers, the media and public- in a variety of formats, from its website and social media presence to investor presentations and advertising.” (www.ehow.com/how_4889451_define_corporate_communications.html.)
Public Relations Specialists can use a blog to enhance a company’s crisis management, public affairs, strategic planning, media relations, employee and community relations, publicity, advertising, media production, fund raising, government relations, issues management, environmental affairs, and investor relations.
Leadership can use a blog to communicate their vision and thoughts to the public. ”Customers, shareholders, and media get to experience a company’s top brass in their own voices and on their own terms.” (http://credoreference.com/entry/ultimatebusiness/blogs_and_business_what_you_must_know#1D7F6295A3-1620-49EP-A9CC-F8E58DD491D2.)
A blog can be created simply by finding a host site and creating an account. After creation you can customize your blog using templates. You begin with a name or title for your blog. The author can post a picture and create a profile. In the case of a business blog, a picture of the location and some key facts about the company help the reader to know who you are. The presentation catches a reader’s eye. Most people will decide whether to continue to read on within the first few sentences. Knowing the demographics of your audience will help you create a site that is useful and interesting. Keep your text informative, pertinent, and to the point. Put yourself in the reader’s shoes and try to see your site from their perspective. They want to know what is in it for them.
The following are examples of blogs created by college students in a communications class. After each link I have added my own comments.
The introduction is very friendly and inviting. The colors and style are friendly. Since this is a well written blog, I would begin to work on making it more interesting to the audience. Your tone and expression communicate messages as much as the content. Make your reader want to read on and come back for more another day.
Entering this site was pleasant and refreshing. I liked the seasonal theme. As I read on I felt like you were talking to me personally. I could gather bits of your personality and passion. This blog was my favorite – classy and with a friendly tone. Nice job.
I liked the masculine look of your blog. The black also gave it a professional tone. I would have made the text a bit lighter since the grey was hard to read. White would class it up. Blue might give it a responsible feel. The use of color is important.
Good writing is all about what you feed your audience. I would say that your writing is well researched and has all the right ingredients. But it lacks the extra spice to make the tastebuds water for more.
Seeing other’s blogs has helped me to refine my own. At first I thought mine was great. Then as I read feedback and viewed other’s blogs, I thought mine was below the bar. After working and thinking and letting my creative mind loose, I am gradually forming a better blog. I have changed the colors and added "Gadgets". Ther are more articles to read and more about me as a person. I realize the importance in letting the reader know who I am and not just by my writing. People want to know the person who is communicating with them. It is nowhere near where I am pleased with it yet. But I am enjoying working on it.
References
No comments:
Post a Comment