Korporativno bloganje: Deset najčešćih pitanja tvrtki

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Ako vas nešto vraća u stvarnost, to je sastanak s regionalnim tvrtkama radi razgovora o blogovima i društvenim mrežama.

Šanse su da, ako ovo čitate, razumijete blogove, društvene mreže, oznake na društvenim mrežama, optimizaciju tražilice itd. Vi ste iznimka!

Outside the ‘blogosphere’, corporate America is still wrestling with finding a domain name and putting up a web page. They really are! Many are still looking to the Classifieds, Yellow Pages, and Direct Mail to get the word out. If you have the money, maybe you even move into Radio or TV. These are easy mediums, aren’t they? Just put up a sign, a spot, an ad… and wait for people to see it. No analytics, page views, unique visitors, ranking, permalinks, pings, trackbacks, RSS, PPC, search engines, ranking, authority, placement – just hope and pray someone listens, watches, or looks up your company.

Ova web stvar je ne easy for the typical company. If you don’t believe me, stop by a regional Web Conference for beginners, a regional Marketing Conference, or a Chamber of Commerce event. If you really want to challenge yourself, take the opportunity to speak. It’s an eye-opener!

Deset najčešćih pitanja o blogovima tvrtki:

  1. Što je bloganje?
  2. Why should companies blog?
  3. Koja je razlika između blogova i web stranice?
  4. Koja je razlika između blogova i web foruma?
  5. Koliko to kosta?
  6. Koliko često bismo to trebali činiti?
  7. Trebamo li smjestiti svoj blog na našoj web stranici ili koristiti hostirano rješenje?
  8. Što je s negativnim komentarima?
  9. Može li više osoba voditi blog?
  10. Kako kontroliramo svoju marku?

Zaglibio sam u industriji, bio sam zatečen kad sam prvi put čuo ova pitanja. Svi nisu znali za bloganje? Nije li svaki prodavač bio ukorijenjen u društvenim mrežama onako kako sam ja bio?

Evo mojih odgovora:

  1. Što je bloganje? The term blog is simply short for weblog, an online journal. Typically, a blog is composed of posts that are topically categorized and frequently published. Each post tends to have a unique web address where you can find it. Each post typically has a commenting mechanism to solicit feedback from the reader. Blogs are published via HTML (the site) and RSS hrani.
  2. Why should companies blog? Blogovi također imaju jedinstvene temeljne tehnologije koje koriste tehnologije pretraživača i komunikaciju s drugim blogerima. Popularne blogere obično doživljavaju kao vođe misli u svojoj industriji - pomažući im u poticanju njihove karijere ili njihovog poslovanja. Blogovi su transparentni i komunikativni - pomažu tvrtkama da stvore odnose sa svojim kupcima i potencijalnim klijentima.
  3. Koja je razlika između blogova i web stranice? I like to compare a website to the sign outside your store and your blog is the handshake when the patron walks in the door. ‘Brochure’ style websites are important – they layout your products, services, and company history, and answer all the basic information that someone might be seeking about your company. The blog is where you actually introduce the personality behind your company though. The blog should be used to educate, communicate, react to criticism, drive enthusiasm and support the vision of your company. It’s typically a little less formal, less polished, and provides personal insight – not just a marketing spin.
  4. Koja je razlika između blogova i web foruma? Perhaps the greatest thing about a blog is that the blogger drives the message, not the visitor. However, the visitor does get to react to it. A web forum allows anyone to start a conversation. I tend to see the goal of the two differently. IMHO, forumi ne zamjenjuju blogove ili obrnuto - ali vidio sam uspješne implementacije oba.
  5. Koliko to kosta? Kako besplatno sound? There are a ton of blogging applications out there – both hosted and software that you can run on your own blog. If your audience is huge, you could run into some bandwidth issues that might require you to buy into a better hosting package – but this is pretty rare. From a corporate standpoint, I would work with your web host or your development company to maximize your blogging strategies and integrate them with your brochure site or product, though! The two can complement each other quite nicely!
  6. How often should we publish? Frequency is not as important as consistency. Some folks ask how often I work on my blog, I don’t think I’m typical. I generally do 2 posts per day… one is in the evening and the other is a timed post (prewritten) that publishes during the day. Each evening and morning I typically spend 2 to 3 hours working on my blog outside my regular job. I’ve seen fantastic blogs that post every few minutes and others that post once a week. Just recognize that once you set expectations with regular posts you should maintain those expectations, otherwise you’ll lose readers.
  7. Trebamo li smjestiti svoj blog na našoj web stranici ili koristiti hostirano rješenje? If you’ve been a long-time reader of mine, you’ll know that I personally like to host my own blog because of the flexibility it provides me in design changes, adding other features, modifying the code myself, etc. Since writing those posts, though, hosted solutions really have lifted the bar. You can now work with a hosted solution, have your own domain name, customize your theme and add tools and features almost as well as if you were hosting your own. I first started my blog on Blogger ali ga je brzo premjestio u hostirano rješenje pomoću WordPress. I wanted to own my domain and customize the site further.
  8. Što je s negativnim komentarima? Some folks believe you can’t have an honest blog unless anyone and everyone can comment on it – even if it’s false or insulting. This is simply ridiculous. You can opt-out of comments altogether – but you’re losing valuable user-generated content! Folks commenting on your blog add information, resources, and advice – adding both value and content. Remember: Search engines love content. User-generated content is fantastic since it costs you nothing but provides your audience with more! Rather than no comments, simply moderate your comments and put a nice comment policy in place. Your comment policy can be short and simple, Ako ste zlobni - neću objaviti vaš komentar! Konstruktivno negativni komentari mogu dodati razgovoru i pokazati čitateljima kakva ste tvrtka. Sklon sam odobravanju svih, osim najsmješnijih ili neželjene pošte. Kad izbrišem komentar - obično pošaljem osobu e-poštom i kažem joj zašto.
  9. Može li više osoba voditi blog? Apsolutno! Imati kategorije i blogere u svakoj od tih kategorija fantastično je. Zašto vršiti sav pritisak na jednu osobu? Imate cijelu tvrtku talenata - stavite je u upotrebu. Mislim da ćete se iskreno iznenaditi tko su vaši najjači i najpopularniji blogeri (volio bih se kladiti da neće biti vaši marketinški ljudi!)
  10. Kako kontroliramo svoju marku? 80,000,000 blogova u svijetu sa stotinama tisuća dodanih svaki tjedan ... pogodite što? Ljudi bloguju o vama. Stvoriti Google upozorenje za vašu tvrtku ili industriju i mogli biste otkriti da ljudi govore o vama. Pitanje je želite li ih za kontrolu svoje marke ili vas to control your brand! Blogging provides a level of transparency that many companies are not comfortable with. We say we want to be transparent, we want to encourage transparency, but we’re scared to death of it. It’s something that your company is simply going to have to overcome. In all honesty, though, your clients and prospects already recognize you’re not perfect. You’re going to make mistakes. You’re going to make mistakes with your blog, too. The relationship of trust that you’re building with your customers and prospects will overcome any slip-ups you make.

5 Komentari

  1. 1

    Bloganje nije tako lako kao što sam mislio da jest, imam jedno malo pitanje, ja sam iz Venezuele, bloganje ovdje nije baš poznato kao yahoo ili Google... ali će biti dobro tržište za nekoliko godina, pa sad počinjem s jednostavnim blogom http://bajaloads.com (lolz ja sam na popisu za napojnice), htjela bih proširiti svoj brend BajaLoads

    la.bajaloads.com
    news.bajaloads.com
    Biz.bajaloads.com

    (Baja= dolje na španjolskom)… pravim blogove s vijestima na španjolskom, moja sestra će voditi blog, moja djevojka drugi, a moja prijateljica još jedan… svi oni na španjolskom… a u isto vrijeme ja sam objaviti ih na sveučilištu, na internetu... posvuda bez spama, pitanje je sljedeće: bih li dobio bolji SEO rang ako bih objavio ovakve komentare na blog postovima koji mi se sviđaju? (budući da moram dati svoj url smjer i to je prikazano u imenu mog posta)

  2. 2

    jako lijep post. stalno se čudim nerazumijevanju u općem puku. kada plivate u mediju, skloni ste misliti da svi znaju za to. i da, to može biti vrlo zastrašujuće za ljude koji znaju vrlo malo o internetu, a kamoli o blogovanju. u svakom slučaju, korisna analiza poslovanja i bloganja.

  3. 3
  4. 5

    pa onda ne brini, samo sam govorio o stvaranju vlastite “Korporacije” u Venezueli, jer blogovi ovdje gore nisu dobro poznati 😛

    Razmišljao sam o stvaranju poddomena kao što su:

    -news.bajaloads.com
    -la.bajaloads.com
    -biz.bajaloads.com i;
    negocios.bajaloads.com

    Budući da ih sve vodi moja sestra, moja djevojka i njena prijateljica (ne bih im morao platiti toliko jer ću svoju zaradu ostvariti u američkim dolarima, a plaćat ću u venbolivaresima).

    pitanje je sljedeće, – Mogu li dobiti bolje SEO pozicioniranje ako komentiram na ovakvim priznatim blogovima? (budući da moram podijeliti svoj url)

    Također sam na liniji da dobijem dojavu od vas :-D, iako sam prihvatio neke savjete koje ste dali drugim blogerima,

    mir brate 😀

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