Download Buzz Marketing with Blogs for Dummies (ISBN - 076458457X) PDF

TitleBuzz Marketing with Blogs for Dummies (ISBN - 076458457X)
TagsFor Dummies
File Size9.6 MB
Total Pages362
Table of Contents
                            Buzz Marketing with Blogs For Dummies
	About the Author
	Author’s Acknowledgments
	Contents at a Glance
	Table of Contents
		About This Book
		Conventions Used in This Book
		What You’re Not to Read
		Foolish Assumptions
		How This Book Is Organized
		Icons Used in This Book
		Where to Go from Here
	Part I: Getting Started with Business Blogs
		Chapter 1: Checking Out Business Blogs
			Generating Buzz for Your Blog
			Discovering How Businesses Are Using Blogs
			Finding Out What Makes a Good Business Blog
			Fitting Blogs into Your Business
		Chapter 2: Discovering the Buzz about Buzz Marketing
			Defining Buzz Marketing
			Examining Buzz Marketing Examples
			Using Blogs to Spread Buzz
		Chapter 3: Building a Business Blog
			Doing the Prep Work
			Setting the Scene
			Designing a Business Blog
			Hiring Outside Designers and Coders
	Part II: Setting Up a Business Blog
		Chapter 4: Picking a Blog Solution
			Deciding Which Blog Solution to Use
			Getting Ready to Blog
		Chapter 5: Setting Up a Hosted Blog
			Focusing on Important Blog Features
			Choosing Functionalities
			Getting Familiar with Hosted Solutions
			Setting Up a Hosted Blog
		Chapter 6: Taking Control with Independent Blog Software
			Independent Blog Software Solutions
			Setting Up an Independent Blog
	Part III: Minding Blog Etiquette and Culture
		Chapter 7: Understanding Your Audience
			Understanding Web Site Traffic Numbers
			Reading Your Log Files
			Implementing Traffic Tools
			Swimming in Data
		Chapter 8: Joining the Blogosphere
			Lurking and Learning
			Knowing When to Comment
			Joining Online Communities
			Blogging History and Events
			Tying Up Loose Ends
		Chapter 9: Avoiding Business Blog No-Nos
			Don’t Control the Message
			Don’t Put Your Integrity at Risk
			Don’t Be Defensive
			Don’t Break Your Own Rules
			Don’t Be Greedy
			Don’t Be Scared to Link
			Don’t Be Afraid to Try New Things
			Don’t Show Off
			Don’t Forget to Ask for Help
			Don’t Take Your Blog Too Seriously
	Part IV: Positioning Your Blog
		Chapter 10: Finding a Voice
			Developing a Writing Style and Voice
			Generating Comments
			Selecting a Blogger
			Replacing a Blogger
		Chapter 11: Promoting Your Blog
			Using Technology Effectively
			Promoting with Links
			Steering More Traffic to Your Blog
		Chapter 12: Staying on the Right Side of the Law
			Maneuvering Legal Potholes
			Creating a Corporate Blogging Policy
			Exploring Employee Blogs
	Part V: Making the Most of Your Blog
		Chapter 13: Adding Value to a Blog
			Adding Must-Have Technologies
			Useful Technology
			Fun Technology
			Keeping Readers Hooked with a Killer App
		Chapter 14: Making Money with a Blog
			Putting Advertising on Your Blog
			Making Use of Affiliate Programs
			Putting Out a Tip Jar
			Selling Blog-Branded Merchandise
		Chapter 15: Going Beyond Blogs
			Using Blogs for a Whole Web Site
			Using Blogs for Project Management
			Creating Intranet Web sites
			Using Blogging Software to Build a Store
			Building Customer Service FAQ Lists
			Keeping Track of Resources
	Part VI: The Part of Tens
		Chapter 16: Ten Dry-Spell-Breaking Ideas
			Holding a Contest
			Posting Reader Photos
			Describing Where You Work
			Opening Your Mail
			Creating a “ Best of” Collection
			Taking the Show on the Road
			Making Yourself Heard
			Questions, Please
			Making Someone Up
			Building a Widget
		Chapter 17: Ten Traits of a Good Blogger
			Feeling Passionate about the Topic
			Writing Wonderfully
			Posting Often
			Developing a Nose for Information
			Looking Outward
			Staying Open and Accessible
			Moving Forward with Creativity
			Handling Criticism Gracefully
			Being Honest
			Knowing Where You’re Going
		Chapter 18: Ten Blogs You Should Know
			Dan Gillmor’s Blogs
			Power Line Blog
			Doc Searls Weblog
			Scripting News
			Anil Dash
			Chocolate & Zucchini
	Part VII: Appendixes
		Appendix A: Glossary
		Appendix B: Using the Book Blog
		Appendix C: Hosted and Independent Blog Solutions
		Appendix D: How URLs Work
		Appendix E: Case Studies
			Media Kitty
			Blog Maverick
			Photo Friday
			Fast Company Now ( FC Now)
			Dunstan’s Blog
			Weblogs, Inc.
Document Text Contents
Page 1

by Susannah Gardner

Buzz Marketing
with Blogs



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Page 2

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� Keep your posts conversational: Try to write the way you speak. Avoid
jargon, and don’t use a thesaurus. You may find speaking your entry out
loud helpful before trying to type it in — or read it aloud to yourself
after you’ve written it. If you find yourself struggling or speaking unnatu-
rally as you read aloud, think about what you might say if you were talk-
ing to a colleague or friend instead of writing.

� Write with a friend in mind: This tip relates closely to the conversa-
tional tone — write your blog with a specific friend or customer in mind.
Thinking of someone you know well and who might want to read your
blog while you write allows you to relax your writing style. As a result,
your writing sounds more like you. Write your blog entries casually, as
you would a personal letter or e-mail.

� Learn from other bloggers: Before you start blogging, spend some
time visiting other blogs that are like the one you’re thinking of starting.
Read one or two for a couple of weeks, and pay attention to things such
as posting lengths, frequency, writing style, and subject material. You
don’t need to copy them, but you may get some good ideas for your
own blog by noting what you find interesting and compelling reading in

Blog writing isn’t . . .
Don’t confuse short and informal with inconsequential — your blog entries
need to be focused and on topic. Avoid doing the following:

� Don’t use your blog to post press releases, corporate communications,
technical reports, or other lengthy official documents. You may choose to
blog about some things in those documents — and link to them — but the
blog format isn’t designed to handle long, impersonal communication.

� As you post, make sure you’re not giving in to personal interest as you
select your topics. Although your tone and delivery are personal, your
topics should always be focused on the reader and the reader’s interests.
You don’t need to pander to them, but you should always have them in
mind as you write.

� Avoid showing off with your blog. Let your erudition, knowledge, and
general savoir-faire shine through in the words you choose and the topics
you discuss. Never choose a topic solely because it will make you or your
company look good.

161Chapter 10: Finding a Voice

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162 Part IV: Positioning Your Blog

Checking spelling, grammar,
and punctuation
You undoubtedly come across blogs, mostly personal journals, in which the
blogger has decided to dispense with the niceties of spell checking, grammar,
and punctuation. How did you react when you saw these mistakes? Chances
are, not well.

Writing resources

The Elements of Style, Fourth Edition
By William Strunk, Jr., E.B. White, Roger Angell
This book is beloved by English teachers at all
levels (including university) for its focus on the
fundamentals of writing well.
Get a taste at

Hot Text: Web Writing that Works
By Jonathan Price, Lisa Price
Hot Text covers Web writing from several angles,
all with a business focus. Its focus on Web deliv-
ery may be useful.

English Grammar For Dummies
By Geraldine Woods
If you’re feeling the need to brush up on the
basics, this book walks you through the mechan-
ics of grammar without making you diagram a

Web Sites

Merriam-Webster Online Dictionary
Look up words and definitions without leaving
the computer.

Bartlett’s Quotations
Offered by, Inc., Bartlett’s Quota-
tions has more than 11,000 searchable quo-
tations. Bartleby’s selections include a number
of notable reference works, encyclopedias, and

Copyright Law
All authors should know the basics of copyright
law, including how to protect their own original
work. Pay special attention to the rules sur-
rounding fair use:

Concise, Scannable, and Object: How to Write
for the Web
By John Morkes and Jakob Nielson
This academic paper written by Internet usability
experts in 1997 still does a great job of identifying
good online writing practices, many of which
play into blog writing.

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Page 361

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