Fundamentals of Writing for Marketing and Public Relations

Chapter 6

Writing for Social Media

Blogs and Microblogs

The new world of social media has added another layer to the marketing and public relations mix. With the proliferation of social networking and video-sharing sites, blogs, and chat rooms, the web is crawling with online commercial communication. Successful marketers have caught on to the enormous potential these new media platforms provide and are making social media a vital part of their marketing mix.

This chapter will focus on two arenas of social networking: blogs and microblogs. Blogs—short for web logs—are sites written by an individual with a special interest in a topic as a way to share that interest and point of view with others.¹ Blogs provide interactivity by allowing readers ...