Chapter 7. Business Blogging: Your Social Media Marketing Headquarters

Business Blogging: Your Social Media Marketing Headquarters

Before we go any further, we should define what a blog is. Technically speaking, a blog is an easy-to-use, Web-based content management system that allows people with little or no technical background to publish, maintain, and update content.

Wikipedia defines a blog as "a website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse- chronological order."[48]

In my opinion, the Wikipedia definition leaves much to be desired. Defining a blog from merely a technological standpoint, without addressing the human element, tells only half the story. What makes a blog so unique compared to a typical Web site, message board, or e-mail application is the blog's balanced combination of technology and personality.

Blogs beg to be written in an informal, punchy, and authentic tone of voice, something Internet pioneer Doc Searls called an "e-mail to everyone."[48] A well-written blog reflects the passions, insights, thoughts, and judgments of the writer. It has heart as well as substance. It conveys emotion, and not merely information.

Blogs also provide the ability to do something better than all other content management media: stimulate conversation. Blog readers can interact with the blogger via ...

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