Spring 2008 - Marketing Dimensions from Felber & Felber Marketing

	Spring 2008

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Ok, I give up. Just what is a blog anyway?

By Kathryn Landers
I'm not sure if you realize this while drinking your morning coffee, but there are major technological advancements happening right now all around us. This massive wave of social media and networking has completely overthrown any notion that Internet is simply a fad. Even the word "Google" is now commonly known around the world as a verb (just "Google it") and words like "blog" and "MySpace" are now a part of everyday conversation. When, and more importantly, how did this all happen? In a series of upcoming articles in our newsletter, I will explain these cutting edge developments and detail their origins, pros and cons and offer a few helpful tips along the way.

History of Blogging

A man named Peter Merholzⁱ created the actual term "blog" by mistake as he was poking fun at the notion of "weblog," defined as a personal website which provides current headlines and news articles. Merholz simply shortened it to "blog," meaning to edit one's own website.

Modern day electronic blogging first began in the early 1980's when personal computers first started to rise in popularity. By the mid 1990's companies were using this as a way to comment electronically through newsgroups and community sites, such as Bulletin Board Systems (BBS) or WebEx. This phenomenon reached the personal user level when it developed into a way to keep an online journal, mostly used by tech-savvy young adults wanting a way to write and keep track of their thoughts without physically writing them down. Since then, blogging has erupted worldwide across all walks of life, from politicians to an eight year old who uses her father's computer for homework (or lack thereof) to now being introduced in court hearings as evidence.

It wasn't until 1999 when Merriam-Websterⁱⁱ first defined a blog as, "a Web site that contains an online personal journal with reflections, comments, and often hyperlinks provided by the writer." The definition has dramatically changed since then, yet no one has been able to fully capture this ever changing, fully encompassing idea. So, my definition of a blog is "a virtual channel to showcase your thoughts or visual ideas in an unrestricted effort to capture attention and recognition as an individual."

Now it seems anyone who is anyone is blogging. Your neighbors, your company's sales people and even your favorite sports reporter is blogging their daily thoughts. Any information you are looking for (or not looking for in some cases) is probably out there waiting for you; neatly archived and secure in someone's blog. Mostly, it is subjective and usually (court cases aside) cannot be proven with any notion of reality. Although this is unfortunate, the flip side is blogs can be highly entertaining.

The Attraction

Much of the appeal in blogging, aside from the obvious mass audience, is the ability for readers to leave comments to the blogger and other users. If the blog is of sensitive or highly controversial nature there may be an increase of views (opinions, raves, conjecture, etc.). News topics have the highest appeal rate since everyone wants to be heard on the subject or simply want their fifteen minutes of fame. Just think of how much attention political-based blogs are getting now; or sports blogs about the NBA playoffs or the reactions on the NFL draft. Like any new trend, popular blog topics come and go. Whatever is hot and controversial in the industry or news most likely will end up on a blog.

Another attraction is the ability to have free, unrestricted speech. Some blogs may utilize rules or guidelines. And, while some blogs are simply one author's opinion, others allow visitors to post and comment about, what else, each other's comments. Bloggers can post anything they wish to write about including topics of questionable nature, colorful language and strong opinions.

The Unforeseen Dangers

So, what are the dangers? The growing unforeseen danger is reliability of the content and careless postings by users. Among the World Wide Web users are coworkers, predators, your competition and even your family. The demographics of bloggers are just as wide spread. They range from just old enough to spell to Olive Rileyⁱⁱⁱ, a 108-year old Australian woman who affectionately calls her blog her "blob." Not that there is any danger in reading what a 108-year old woman says, but there is if she would claim to be a mid-life CEO with a yacht and three children in California who is an expert on waste management.

For instance, your favorite blogger could be a fifteen year old boy who is offering you his financial advice. Would you still trust what this blogger has to say about your finances if you knew he was only fifteen? I didn't think so. If you read blogs for entertainment purposes only, that's fine. No need to worry about who they really are. But, if you are putting your trust in a blogger, or are using their information as facts, ensure they are a credible source of information. A professional journalist has both training and, dare I say an ethical approach to the facts, whereas bloggers do not have such a filter.

My Advice

If you are thinking of becoming actively involved in blogging, do take a few precautions:

Don't hesitate to get started. Now is the time to jump on the blogging bandwagon.

Blog about hot topics. A great place to ask questions if you are learning, an even better place to teach (to fish).

Try and keep your blogs short and sweet.

Use caution. Do not give out personal information or too many details.

Give credit where credit is due. An easy way to do this is to link your thoughts to a specific website or blog.

Conclusion

With the rising popularity of blogging we are bound to see an increase in the amount of bloggers online. But, what is next to come? The future of blogging is just around the corner and it is anyone's guess what it will bring.

What is in store for Felber & Felber Marketing is a new approach to blogging. Our blog that we have used for years has been, as stated in the blog itself, used as an informational source for news, articles, speaking engagements, web postings and client news. Since Felber & Felber has added another member to their team (me!) we now are ready to tackle blogging in a much different direction. In the very near future check back to see our new and improved blog to find us blogging on where we are, who we met, what is next to happen or who we think will win the World Series—which is clearly our Cleveland Indians.

What else will you see from us? In the next newsletters, I will explore social networking and increasing electronic public relations for starters. I will also address how we recommend or not recommend clients to utilize these social mediums.

Until then, HAPPY BLOGGING!
_______________________
ⁱhttp://www.economist.com/surveys/displaystory.cfm?story_id=6794172
ⁱⁱhttp://www.merriam-webster.com/dictionary/blog
ⁱⁱⁱhttp://wilsonsalmanac.blogspot.com/search?q=olive+riley and http://www.allaboutolive.com.au/

Contact Kathryn Landers at 330.963.3664 or KathrynLanders@felberandfelber.com.

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