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Blogs• What are Blogs• Why Blogs• How to blog• Good practice examples

Module 7 – Tweeting and Blogging for SMEs

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http:\\www.learning2gether.euWhat are Blogs

• The word “blog” is a combination of the words web and log.

• A blog contains text, images, videos and links

• Blogs became popular in the late 1990s

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euWhat are Blogs

• A blog can be understood as an online log that is published on the internet

• It consists of chronological posts, usually viewable by everyone and periodically updated

• Blogs often allow readers to comment on posts

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http:\\www.learning2gether.euWhy Blogs

• Unlike on other social media tools posts on a blog are more persistent

• Unlike a webpage the content is more dynamic and is updated on regular basis

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http:\\www.learning2gether.euWhy Blogs

• A business blog can be used as an efficient corporate communication tool

• A business blog helps you to share your expertise, increase your reach, built up trust and connect with customers

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• A blog instead of a webpage, a blog and website or a blog integrated on the webpage?

• Find a suitable software e.g. hosting platform

• Integrate the blog in your communication strategy

• Post attractive content

How to blog

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http:\\www.learning2gether.euHow to blog

Decision: • Whether you want to have a separate blog in

addition to your webpage• A blog instead of a webpage• Or a blog integrated on your webpageThis is most of all a strategic not a technical decision!

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

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A separate blog in addition to your webpageFeasible if you want to clearly separate the webpage content and blog contentA blog instead of a webpageIf you do not have a webpage yet. It might make sense to use your blog as a webpage and integrate static information (address, opening hours, field of business etc.) A blog integrated on your webpageUse an area on your webpage for your business blog. Often recommended as first choice

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http:\\www.learning2gether.euHow to blog

Either you sign up for a blog-publishing service or you host your own blog on a server.Blog-publishing service • is easy to use, however• often you have to pay for additional features, it might seem

unprofessional, you have to follow the rules of the serviceHosting your own blog • is professional, gives you freedom, is often cheaper, however• It is rather complicated and demanding to set it up

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euHow to blog

Blog-publishing service:• Blogger• Wordpress. Com• Tumblr• And many more

Free blog software for hosting a blog:• Wordpress.org• Drupal• And many more

If you use a blog-publishing service make sure that you use a custom domain. E.g. mybusiness.com instead of the default address like Mybusines.wordpress.com. It’s a paid upgrade.

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euHow to blog

• As for all communication channels the most important thing is content

• Focus on creating high-quality content• Publish a new blog post at least once a

week• Be consistent, always publish on the

same day

This project has been funded with support from the European Commission. This publication [communication] reflects the views only of the author, and the Commission cannot be held responsible for any use which may be made of the information contained therein.

http:\\www.learning2gether.euHow to blog

• As a rule of thumb: costumers do not care about you, they care about themselves!

• Do not write how great your are etc.• Do not write too much about yourself• Write something useful to them (e.g. solving a

certain problem, how to improve something, links to interesting articles)

• Position yourself as an expert in a certain field

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http:\\www.learning2gether.euHow to blog

• Follow your communication strategy• You could use your blog as the heart of your

social media communication, spread new blog posts via Facebook, Twitter etc.

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http:\\www.learning2gether.euGood practice examples

Fiskarshttp://www.fiskateers.com/blog/Patagonia http://www.thecleanestline.com/