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Blogging 101 for PR & Advertising: The good, the better, and the fabulous! Karen Freberg, Ph.D.

Blogging 101: The good, the better, and the fabulous!

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Guest lecture presented via Skype for Dr. Childer's Social Media Class at the University of Tennessee (Fall 2012)

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Page 1: Blogging 101: The good, the better, and the fabulous!

Blogging 101 for PR & Advertising:

The good, the better, and the fabulous!

Karen Freberg, Ph.D.

Page 2: Blogging 101: The good, the better, and the fabulous!

IntroductionKaren Freberg, Ph.D. – University of Louisville

Education: Ph.D., Communications (University of Tennessee) MA, Strategic Public Relations (University of Southern

California) BS, Public Relations (University of Florida)

Interests: Social media, Crisis Communications, and PR

Social Media: FB, LinkedIn, Twitter (@kfreberg), and Pinterest

Blog: www.karenfreberg.com/blog

Page 3: Blogging 101: The good, the better, and the fabulous!

How did I get started with my blog? 1996: Started my own personal website –

originally a Val Kilmer fan site.

1997-2001: Website for track and field activities in HS (threw the shot put)

2001-2006: Website for college track and field activities, newsletters, pictures, updates, and commentary on other track and field sites

2006: Started blog on PR, Sports PR, and New Media

2012: Six years of blogging on social media, PR, and crisis communications. Blog used as a reading list for several PR classes and programs, and ranked among Traacker’s top 25 PR Influential Blogs

Page 4: Blogging 101: The good, the better, and the fabulous!

Overview Blogging is considered to be traditional

social media practices in 2012

Many brands have a blog to communicate with their publics Southwest Airlines Starbucks Whole Foods

Employers today expect young professionals to know 1) how to blog 2) how to write on a blog 3) how to professionally conduct themselves on

a blog as well as integrate innovative ways for storytelling on the behalf of the brand / organization

Page 5: Blogging 101: The good, the better, and the fabulous!
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What exactly is a blog?

Usually written by either one person or a team of writers on various yet related topics

Updated regularly

Incorporates multimedia components to emphasize points and commentary in posts

Written in a different format than other forms of media in Advertising and PR 1000 words most Issue of key words tagged to posts to

be easily searchable Categories

Page 7: Blogging 101: The good, the better, and the fabulous!

Why Blog?

Humanizes your brand

Separates yourself from rest of the PR field

Updates your presence in social media community

Practices writing

Promotion and drives interest / traffic to your brand

Promotion in sharing insights and expertise in the field

Job opportunities from blogging

Digital Word-of-Mouth / Storytelling

Page 8: Blogging 101: The good, the better, and the fabulous!

Job opportunit

ies

Sharing expertise in keynote presentati

on

Sharing insights & presenting

abroad

Guest Panelist

Consulting opportunities

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What to include on your blog Title

Contact information

Categories of interest

Site traffic widget

Twitter feed widget

Share button for other social media platforms

Comment

Links to other blogs in profession / industry as well as specialized interests PRSA Advertising Age Mashable UTK PR Firms (ex. Edelman) Other blogs & bloggers in PR &

Advertising

CV or Resume (page AND PDF)

Page 11: Blogging 101: The good, the better, and the fabulous!

How to get started?Determine your overall goal and purpose

for your blog Professional and Personal / Professional? How do you want to be perceived on your blog? How will this blog help your reputation

management online? What do you want to write about? What will be your domain name?

Format What platform will you be using for your blog What tools will you use to enhance content on blog

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Other tips Read other blogs you find to be successful

Determine what will be your area of specialization and expertise within the blogosphere.

Write posts w/ multimedia. This can be videos, infographics, pictures, slideshows, etc.

Guest blog on other sites. Engage with other bloggers to see if you can exchange opportunities to write posts.

Engage with followers who are commenting on your site

Write catchy headlines that are easily searchable.

Have a unique, strong, and confident voice on your blog

Use proper grammar and spelling in blog posts

Write, write, and write some more! The best way to learn how to blog is to practice.

Page 14: Blogging 101: The good, the better, and the fabulous!

Facebook, Twitter, and LinkedIn are not the only social media platforms to think about when it comes to getting traffic to your blog – Pinterest / Quora / Vimeo

Be aware of what you can and cannot post on your blog (ex. Copyright pictures, videos, documents, etc)

Sign up for your blog on a blog directory (Technorati or BlogPulse)

Promote your blog on FB & Twitter – make sure to space out timing of posts to not overwhelm audiences

Have a schedule for writing on your blog – determine most popular days in terms of web traffic

Analyze your web traffic results through Google Analytics, Feedjit (free), Topsy, Bottlenose, and other resources

Page 15: Blogging 101: The good, the better, and the fabulous!

Final Thoughts on Blogging

Blogging is a great way to distinguish yourself in the PR and Advertising community

Great tool to practice your writing and creative skills

Think before you post – you never know who may be reading your blog post!

Write, write, and write some more! The best way to get good at blogging is to write a little bit each day.

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Blog Resources PR Blogs to follow

Brian Solis: http://www.briansolis.com Jeremiah Owyang: http://web-strategist.com Jason Falls: http://www.socialmediaexplorer.com/ Katie Paine: http://kdpaine.blogs.com/

Social Media websites Mashable: http://www.mashable.com Social Media Influence: http://www.socialmediainfluence.com Social Media Today: http://socialmediatoday.com/

Visuals for Inspiration Visual.ly - Awesome community for creating and sharing

infographics. Video Infographics: http://www.videoinfographs.com/

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QUESTIONS OR COMMENTS?THANK YOU VERY MUCH.

Email: [email protected]: www.karenfreberg.com/blog