Syndication for Higher Ed
Drexel University CoAs e-learning Lecture Series October 6, 2005
PR folks are quickly figuring out blogs and podcasts. Blogging and podcasting are quickly forcing many astute IT vendors to re-evaluate fully what publishing, PR, and advertising are and mean going forward. They are publishers too, they are learning. Blogging, which was seen as a potential for runaway peril and PR chaos, has become a new major channel directly to their communities. Should they create or stifle? Build or manipulate? Both?
Dana Gardner writing for ZDNET,
Corporate Blogging. This involves the use of online personal journals by corporate employees, either individually or in a group, to further company goals. It reached the peak of hype in 2004 although mainstream firms have not yet got involved. Its impact will be on projecting corporate marketing messages primarily and secondarily in competitive intelligence, customer support and recruiting.
Really Simple Syndication (RSS). RSS is a simple data format that enables web sites to inform subscribers of new content and distribute content more efficiently by bypassing the browser via RSS reader software. RSS is widely used for syndicating weblog content but its corporate use is only starting to be tapped for activities such as corporate messaging. Its simplicity makes it easy to implement and add to established software systems. Gartner predicts that RSS will be most useful for content that is 'nice to know' rather than 'need to know'.
Gartner Highlights Key Emerging Technologies,
There is no need to define ‘blog.’ I doubt there ever was such a call to define ‘newspaper’ or ‘television’ or ‘radio’ or ‘book’ — or, for that matter, ‘telephone’ or ‘instant messenger.’ A blog is merely a tool that lets you do anything from change the world to share your shopping list….Blogs are whatever they want to be. Blogs are whatever we make them. Defining ‘blog’ is a fool’s errand.
Jeff Jarvis, circa Sept 30, 2005
This post is deeply silly, and borders on self-parody. A “blog” is apparently so revolutionary that, unlike every other word in the English language, it completely defies definition. Anyone who even tries is on a “fool’s errand.” Blogging is a wonderful new form of communication. But many new and wonderful forms of communications have come along in the past, and we have managed to come up with perfectly good defnitions for “scroll,” “tablet,” “printing press,” “telephone,” “television,” “radio,” etc. To argue that blogs are different goes well beyond “triumphalism” — I’d call it grandiosity, or narcissism.
Anon, in response to the above assertion by Jeff Jarvis,
Sept 30, 2005
I’ll tell you how I define blogs, it is a wonderous portal to unimaginable knowledge and information, opinion, editorial and education. A source of great solace in times of trouble and a sorce of great irratation when I don’t agree with the posters.
Tonynobaloney, in response the various preceding assertions and comments on Buzzmachine
…not to beat a dead horse, blogs aren’t for every company. Some companies seem to be launching blogs for a lack of any other PR ideas or tactics, as a stop-gap fix for a lack of original ideas.Jeremy Pepper, Tuesday, September 06, 2005
This fall, the Kogod School of Business [American University] is changing the way it communicates with students. Important announcements and information from the Dean’s Office, from Graduate Programs, from the Graduate Business Association and graduate clubs, and from your professors will be communicated via RSS streams to your desktop, laptop and Blackberry. If you want to have the latest new[s] on job opportunities, speakers, social events, club events, breaking business news, etc, you need to read the Kogod streams.
The public blog I write now for my company morphed from an internal blog focused on how RSS, podcasting, and blogging fit into product development.
Mark Cuban, BlogmaverickLink
Vicki Warker, VP, Sprint
I met with a dozen industry analysts last week at CTIA. At one point, I just had to get something off my chest. I am tired reading reports with side comments and parentheticals that refer to Sprint just starting to roll out EVDO or that our coverage is significantly less than our competitor. I asked these analyst to check the facts....Sprint has EVDO coverage in 75 markets and 100 airports right now. By the end of the year Sprint will cover 400 airports. I call that widely available.
A recent post from The Scobleizer:
Search a ‘tough’ problem MSN’er saysLink
Erik Selberg, a program manager on MSN's Search team, answers us back about why they don't use human editors to improve search results.
"while we used to have lots of nifty features on previous (and some still living) search engines, we still haven't begun to tap into searching human knowledge. It's just that tough of a problem."
Here's to all the geeks who are working to bring us better search!
Despite their relatively low reach compared to mass media outlets, blogs and other consumer-generated media channels can be extremely cost-effective in driving Web traffic to campaign sites and creating interest….”
Audi recently ran a campaign and spent .5% of the budget on blog ads resulting in 29% of the traffic sent to the campaign’s landing page.
Media Post Publications
The search engines are all about blogs, but turning that traffic into a selling vehicle is another story.
Not so for eHobbies.com, which says it has watched its conversion rate double from the normal 2 percent to 4 percent whenever site users visit one of its blogs. Since adding blogging to its site in May, 5 percent of the company's overall traffic comes from its main blog destination, www.ehobbies.blogs.com. In addition, 5 percent of all orders have recently tracked to a blog-based coupon.
Capital has some word-of-mouth evidence that our blogs are serving our purpose. Our admission office directly asks families if they've read the blogs. The majority of families have and the majority enjoyed them.
Bob Robertson-Boyd, Web Content Coordinator,
Via private email (with permission)
Capital’s new student blogs launching this fall (lower left).
Backbone Media discovered that to be able to market to customers who read and use blogs, companies should develop a blog content strategy that focuses on their customer’s ideas and suggestions. By asking for feedback on products customers feel more involved in the product development process and are eager to give their feedback, either in the form of comments on corporate blogs or through writing posts on their own blogs.
The results for companies were better products and more links from customer blogs; resulting in higher search engine rankings. Larger numbers of customers become evangelists, and direct traffic to websites through blogs increased.
John Cass, Backbone Media, September 19
For more info on blogging and RSS in business and marketing: