企业博客宝典 The Corporate Blogging Book txt umd azw3 下载 fb2 pdf 在线 免费

So many blogs, so little time. Is it too late to start, now that the blogging craze has reached critical mass? Absolutely not!

Picture a focus group, a viral marketing campaign, and your own news station all rolled up into one. Now wrap that into a low-cost, easy-to-use, always-on Web site. That is what effective corporate blogging is.

At first, business blogging was ideal for free agents and entrepreneurs who needed a cheap way to get their message out. Now, the big guys are tapping the amazing power of a great blog. But the key word is great. A corporate blog that’s boring or deceptive is worse than none at all.

In this indispensable guide, online marketing consultant Debbie Weil explores all aspects of corporate blogging, answering important questions such as:

• How much time will it take?

• What about the legal risks?

• Who in my company should blog?

• What are the best corporate blogs out there?

In an informal, provocative style and without technical jargon, Weil explains how to create a blog that’s engaging, smart, and likely to grow an audience.

Foreword

Introduction

Chapter 1: Top Twenty Questions About

　Corporate Blogglng

Chapter 2: A Quick Romp Through the

　Corporate Blogosphere

　A Bit of Evolution

　From Personal Diary to Corporate

　Communications Vehicle

　Internal Blogs: The First Silent Wave

　External Blogs: The Second Wave

Chapter 3: Confronting Fear of Blogging

　Time: The Top Fear Factor

　Creating Corporate Blogging Guidelines

　Dealing with Legal Issues

　The Mother of All Fears: Losing Control

Chapter 4: A Baker's Dozen: 12 Plus 1 Ways

　to Use a Corporate Biog

Chapter 5: Should the CEO Blog?

　Internal CEO Blogs: The New Must-Have

　Executive Tool

　Advice from Trailblazing CEO Bloggers

　External CEO Blogs: The Perfect Bully Pulpit?

　Bottom Line: The Value of Writing

Chapter 6: The New ROi Is ROB (Return on Biog)

　Measuring the Conversation

　Show Me the Numbers

　Using Standard Web Metrics

　What Problem Does Blogging Solve?

Chapter 7: Top Ten Tips to Write an

　Effective Business Biog

Chapter 8: What You Really Need to Know

　About Blogglng Tools and Technology

　Choosing Blogging Software

　Hosted Versus In-house

　RSS and Other Tools to Sharpen Your

　Search and Monitoring of the Web

　Blogging's Close Cousins: Wikis and Podcasting

　A Few Cool Tools and Hacks

Chapter 9: Cheat sheet:Making the Case for Blogging to the Boss

Chapter 10: What's Next

Bonus Resources

Acknowledgments

Notes

Index

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作者简介：

　　Debbie Weil is a popular speaker, marketing consultant, and publisher of the award- winning e-newsletter WordBiz Report, which has 15,000 subscribers. She has appeared in print and on television numerous times to explain how successful corporate blogging really works.

书籍介绍

With citizen bloggers multiplying by the minute, corporations are keen to co-opt the authenticity of this online publishing phenomenon. But while many already understand the concept (GM's Bob Lutz, who wrote the foreword, is a blogger), many more are struggling to make sense of a fairly simple proposition: use your blog as a meaningful conduit to your customers, and watch them become your best advocates; use it as an outlet for stale press releases, and watch the world yawn or walk away. Weil provides background on blogs, offers tips on writing them ("invite a conversation"), addresses common concerns ("what if my employees are blogging?"), discusses tools and technology (including podcasts and wikis), and offers a cheat sheet for convincing the boss that it's time to blog. Bonus resources include sample policies and guidelines, design tips, a glossary, and more. Short and sweet, this is more enthusiastic and personably written--and includes fewer CYA disclaimers--than Nancy Flynn's Blog Rules (2006) and is more appropriate for the corporate crowd than Andy Wibbels' Blogwild! (2006). Keir Graff

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She makes a convincing case for the corporate blog. Smart, witty, and accessible. -- Kirkus Reports