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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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Blogging 101 for PR & Advertising:
The good, the better, and the fabulous!
Karen Freberg, Ph.D.
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
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
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
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
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
Job opportunit
ies
Sharing expertise in keynote presentati
on
Sharing insights & presenting
abroad
Guest Panelist
Consulting opportunities
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)
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
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.
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
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.
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/
QUESTIONS OR COMMENTS?THANK YOU VERY MUCH.
Email: [email protected]: www.karenfreberg.com/blog