Tuesday, January 31, 2006

Corporate Blog Evaluation Strategy

1. How many blog entries are made by the corporation/author?
2. How many participants exist?
3. How many comments exist?
4. How many links (blogroll) are on the site?
5. What search engine is used?
6. Does the blog have a blog policy and liability statement?
7. Who is the audience?
8. What is the writing style (formal/informal)?
9. What is the writing tone (personal/professional)?
10. What is the blog intent from the corporate and blogger perspective?

A scale of analysis for each evaluation step will be used when reviewing a sample of corporate blogs. The data will be collated and transformed into a statistical model for presentation.


Coming shortly...podcasts about corporate blogs and blogs as business communication tools.

Monday, January 30, 2006

10 Rules for Corporate Blogs and Wikis

MarketingProfs list the following 10 Rules for Corporate Blogs and Wikis (link on sidebar and signup is free):

1. Be authentic
2. Be an unmatched source
3. Once you start, don't stop
4. Keep it relevant
5. Measure your effectiveness
6. Monitor other blogs
7. Trust your employees
8. Use blogs for knowledge management
9. Use wikis for employee and customer collaboration
10. Develop an organizational content strategy now

Source: 10 Rules for Corporate Blogs and Wikisby Nick Wreden April 13, 2004

Sunday, January 29, 2006

5 W's - Who . What . Where . When . Why .


The study focuses on Corporations and those using or learning about blogs as a buisness communications tool.


The use of blogs as a business communications tool.


An assessment of blogs on the internet and those involved locally, nationally (US), and internationally with the use of blogs.


The study covers the origin of blogs to their current use and future evolution. However, the Independent study runs for the Spring 2006 semester - Jan. 10, 2006 to April 25, 2006.


Blogs impact corporations who use business communications in all spheres of business, employees in the workplace, traditional print, and so forth. Learning about the effective use of blogs as a business communications tool is valuable to the success of organizations and individuals.

Saturday, January 28, 2006

Annotated Bibliography in Progress

Annotated Bibliography

Elliot, Karen. “A Report to the Wall Street Journal’s World-Wide Readers.” Wall Street
Journal 5 Jan. 2006: A21.
The House Publisher reassures readers of the Wall Street Journal’s commitment to service and growth considering how the Internet changes the way consumers search for relevant information. The WSJ views this as an opportunity to expand with technological advancement to continue publishing accurate news.

Goldstein, Dana. “Who’s saying what in Blogville”. BusinessWeek Aug. 2005: 12.
Goldstein discusses the competitiveness amongst search engines in tracking Blogs and their following. He mentions entrepreneur, David Sifry, CEO of Technorati, who “evangelizes” the necessity of Blogs in business promotion.

Jarvis, Jeff and Griffin, John.“Open Debate”. Fast Company Dec. 2005: 112.
The article features an open debate between Jarvis, Consultant and Blogger at BuzzMachine.com, and John Griffin, President of the National Geographic Society Magazine Group. Jarvis argues in favor of Blogs stating that “Print is where words go to die” versus Griffin who argues that both vehicles give life to print.

Maney, Kevin. “Once blogs ‘change everything’, facination with them will chill.” USA Today
25 May 2005: 3B.
Maney argues that the blog bubble will burst because more fascinating communication tools are constantly developing and changing, such as video blogs called ‘vlogs’ and collaborative writing engines called ‘wiki’s’, and that blogs are just a spoke in this wheel.

Mossberg, Walter. “Mossberg’s Mailbox: How can I tell if a person or company is
mentioned in an online blog?” Wall Street Journal 5 Jan. 2006: A15.
Mossberg informs readers about search engines that use RSS feeds to search
Blogs, or allow users to customize their searches.

Rosewater, Amy. “Blogging when the water cooler will no longer do.” Los Angeles Times
11 Jan. 2006: E11.
A highly informative view of companies’ concerns about disclosures on Work-related Web logs and the intellectual/employment laws attaching liability. Cases are being brought in the Delaware Supreme Court by the Electronic Frontier Foundation (EFF) to protect the rights of Bloggers to anonymity – a threat to companies.

Stein, Joel. “Celebrity Bloggers? That’s Stephen King-Scary.” Los Angeles Times 15 May
2005: M2.
The Author argues that the Blogs capacity to be open to all who wish to publish threatens the livelihood of print columnists because even celebrities write columns on Blogs for free, such as the huffingtonpost.com, and print writers cannot compete.

Tucker, Chris. “Blog New World.” American Way 15 May 2005: 30-35.
Blogs previously mined by geeks and art gophers, are now the territory of competitive corporations seeking to keep up with techno-frenzied consumers. Corporations use Blogs internally to gain insight from employees or externally to gain feedback from consumers or to target consumer groups.