INSEAD Library

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Everything you need to know and why you should care Blogging for Business Contents Foreword ix Introduction xi I. WHAT IS A BLOG? I How Does a Blog Differ from an E-zine or Newsletter? 2 How Does a Blog Differ from a Bulletin/Message Board? 2 How Does a Blog Differ from a Wiki? 3 The Blogosphere--The Community of Blogs 5 How Are Blogs Different from Podcasts and Vlogs? 7 The Anatomy of a Blog 9 Summary 20 2. BUSINESS USES OF BLOGS 21 The Overarching Rationale: The Engaged Customer 22 Engaging the Customer 28 Summary 38 3. BLOGS ON THE INSIDE 39 The One Requirement Employees as Publishers 40 Web Feeds in the Workplace 50 Summary 51 4. MONITORING THE BLOGOSPHERE 53 Responding to Negative Statements, Inaccuracies, Misinformation, and Attacks 54 Others Will Monitor Your Blogs 59 Search Engines 61 Monitoring Specific Blogs 74 Summary 77 5. TAPPING INTO THE BLOGOSPHERE 79 Pitching Bloggers 80 Pay-for-Publicity Programs 83 Contents Generating Some Buzz 85 Advertising 86 Summary 88 6. HOW TO MAKE MONEY WITH BLOGS 89 Advertisements 91 Affiliate Programs 97 Donations 98 Syndication Feeds 99 Sell Your Services and Products 100 Sell Other Companies' Services and Products 101 Accepting Payments on a Blog 101 Summary 104 7. PLANNING YOUR BLOG 105 Listen 106 Focus 107 Who Should Blog? 110 Some Guidelines for Successful Blogs 113 Summary 119 8. HOW TO CREATE A BLOG--STEP-BY-STEP 121 Blogging Software 122 How to Create a Blog 131 Additional Modifications and Add-ons 156 Summary 160 9. PROMOTING YOUR BLOG 161 Self-Promotion 162 Listings 173 Social Networking 174 Other Promotional Techniques 177 Promoting an Intranet Blog 179 Summary 180 10. USING SEARCH ENGINES TO PROMOTE YOUR BLOG 183 Isn't Writing Good Content Enough? 184 Moving Target 184 Contents vii SEO Is a "Best Guess" 185 Tips for Specific Search Engines 185 Optimization Concepts and Techniques 189 Inbound Links 200 SEO for Blogs versus Web Sites 203 How Much Should You Do? 204 Summary 205 II. MEASURING THE RESULTS OF YOUR BLOG 207 Server Statistics 208 Measuring Feeds 209 Actual Revenues and Site Traffic 212 Search Engine Rankings 212 Assessing Comments 213 Follow the Buzz 214 Surveys 217 Media Placement 218 The Sherlock Holmes Effect 218 Measuring Strategically 220 Summary 220 12. LEGAL CONSIDERATIONS 221 Disclosure 223 Intellectual Property 224 Defamation 226 Right to Privacy 228 Fired for Blogging 229 Summary 230 13. THE FUTURE OF BLOGGING 231 Podcasts 234 Vlogs 237 Where Are These All Heading? 238 Index 241