Index
A
AddToAny.com, 88
Adidas Soccer MySpace blog, 17-21
The Adventures in Organization, Rubbermaid, 10-11
advertising, blogs, 167
Alex King blog, 53
announcing blog launch to other communities, 129
anonymous comments, 75
APIs, Web 3.0, 155-156
Ars Technica, 8
Arvada, CO, 34-36
assistants, online marketing, 26
audiences, 12
driving people to blogs, 13
feed readers, 13
listening to, 66
sharing, 67-69
tools to help you listen, 69-73
two-way discussions, 66-67
audio, 140
authentic content, 101-102
authors, identifying for blogs, 96-97
marketing department, 98-99
multiple authors, 98
AutoAdmit, 78
B
Bavaria’s Delicious Days blog, 123
Being Peter Kim Web site, 17
Berners-Lee, Tim (Web 3.0), 153
Bleeding Edge TV blog, 49
Blendtec, 147-150
blog software, 46-48
blog-sharing tools, 87
Blogads, 167
BlogClicker, 169-170
BlogExplosion, 169
Blogger, 44
blogger outreach, 118-119
bloggers, hiring, 102
creating blogging positions, 104-107
from your industry, 103-104
tips for, 102-103
blogging platforms, 40
Blogger, 44
LiveJournal, 45
TypePad, 42-43
Vox, 44
WordPress, 40-42
blogging positions, 104
advantages of hiring, 106-107
fitting in with company dynamic, 105
Social Media Director, 104-105
supplying more than content, 106
blogrolls, 120-121
blogs, 6
advertising on, 167
audiences, 12
driving people to blogs, 13
feed readers, 13
crowdsourcing, 13-15
internal blogs, 90
for communication, 90-91
for project management, 91-92
popularity of, 8
product blogs, 92-94
promoting products and services, 10
writing, 84
industry resource blogs, 84-86
online communities, 86-88
Boing Boing, 112
Bradley, Adam, 124
Brew 2.0, 79-80
Briggs, Rex, 18
BusinessWeek, 60-61
Bustos, Linda, 107
C
C2C (customer-to-customer), 18
Camtasia, 146
Canucks Fan Zone, 88-90
captcha, 74
CareerBuilder.com, 104
case studies
Adidas Soccer MySpace blog, 17-21
Arvada, CO, 34-36
BusinessWeek, 60-61
Canucks Fan Zone, 88-90
Elastic Path, 107-110
Intel Inside Scoop blog, 15-17
KCBS Radio, 62
Molson Coors Brewing Company, 78-81
Sacramento Bee, 36-38
UrbanSpoon.com, 160-161
Vancouver Opera, 125-126
chambers of commerce, 26
Chan, Ling, 125
ChatCatcher, tracking mentions, 70
Check Out blog, 121
checking rankings, 127
Chin, Jeff, 115
The Cleanest Line, 124
client services, 99-100
Coast Hotels, 118
colors, 116
comment forms, 66
commenting, 117
comments
anonymous comments, 75
forms, 74
moderating, 74-76
negative feedback, 76-78
replying to, 74
spam, 75
communication, internal blogs, 90-91
communities, announcing blog launch to, 129
companies, writing blogs from within, 96
authentic content, 101-102
client services and tech support, 99-100
identifying authors, 96-99
company profiles, 124
Connally, Kathleen, 50
content
authentic, 101-102
private, 141-142
contests, listening to audiences, 67-68
conversational tones, 67
Creative Commons license, protecting public content, 137-139
crowdsourcing, 13-15
customer-to-customer (C2C), 18
customers
subscribing to blogs, 33
taking care of, 33-34
D
DERI (Digital Enterprise Research Institute), 159
designing effective blogs, 116-117
Devins, Ferg, 78-80
Dickson, Tom, 149
Digital Enterprise Research Institute (DERI), 159
Director of Social Media, 100, 105
Disney Parks Blog, 114
doggdot.us, 156-157
Doritos, 68
Drupal, 48
E
e-mail marketing, 24
Eastman Kodak Company, 93
editing podcasts, 144-146
effective writing
be human, 114-115
be readable, 115
design, 116-117
editing for word count and brevity, 112-114
Elastic blog (Bustos, Linda), 107-110
Elastic Path, 107-110
Email Marketing Software Comparison Web site, 25
events, 128
external blogs, product blogs, 92-94
F
feed readers, 13
feedback, negative feedback, 73, 76-78
Ferox, Zeno, 6
protecting public content, 138
Flickr Pro, 135
following how far a blog has reached, 106
fonts, 116
forms, comments, 74
free trials, online marketing, 28
Frogloop, 30
G
driving people to blogs, 13
Open Source initia-tives, 115
tracking mentions, 69
Webmaster tools, 127
Google Alerts, 29
Google Alerts Setup page, 69
Google Analytics, 29
Google Maps Mania Blog, 107
Grader.com, 127
H
Halfway There blog, 6
Hammer, Tonia, 79
hashtags, 118
Heald, John, 101
highlighting industry players, 122-123
Hill & Knowlton, 86
hiring bloggers, 102
creating blogging positions, 104-107
from your industry, 103-104
tips for, 102-103
Huddle, 173
Huffington Post, 9
I–J
identifying authors for blogs, 96-97
marketing department, 98-99
multiple authors, 98
images, 135
keywords and titles, 135-136
listening to audiences, 68-69
tagging private images, 137
tagging public images, 136
industry players, highlighting, 122-123
industry resource blogs, writing, 84-86
InnoCentive, crowd-sourcing, 14
Intel Inside Scoop blog, 15-17
internal blogs, 90
for communication, 90-91
for project management, 91-92
iPods, podcasting, 51
iTunes, 140
podcasts, 146
K–L
KCBS Radio, 62
keywords, 128-129
images, 135-136
Libre Tea, 69
linking
to incoming links, 119-120
to other blog posts, 121-122
listening to audiences, 66
sharing, 67
feedback through polls and contests, 67-68
images or photos, 68-69
tools to help you listen, 69-73
two-way discussions, 66-67
LiveJournal, 45-46
M
marketing
e-mail marketing, 24
offline marketing, 29-31
online marketing
e-mail marketing, 24
part-time assistants, 26
pushing information via RSS, 31-34
websites, 24
marketing department, writing blogs, 98-99
Marketwire, 130
mash up, 156-158
agents working for blogs, 159-160
integrating semantic technologies, 158-159
“Meet the Food Bloggers,” 123
members-only content, 141-142
mentions, tracking, 69-71
message threads, 12
microblogs, 53
mind share, 40
Mobify.me, 72
mobile audiences, listening to your audience, 72-73
moblogs, 55
moderating comments, 74-76
Moffat, Adam, 80
Molson Coors Brewing Company, 78-81
multimedia blogging, 133-134
audio, 140
case studies, Blendtec, 147-150
content for all, 134
images, 135
keywords and titles, 135-136
tagging private images, 137
tagging public images, 136
protecting public content, 137-139
slideshows, 141
music, podcasting, 144
MusicAlley, 144
Adidas Soccer MySpace blog, 17-21
N
Newsgator, 164
newsletter members, targeting for blog promotion, 130
newspaper industry, 6
Not Without Salt blog, 123
O
Odeo, 166
offline marketing, 29-31
Ofoto.com, 93
Ollivier, Jamie, 88
OmniDazzle, 147
online communities, creating, 86-88
online marketing, 24-25
e-mail marketing, 24
part-time assistants, 26
pushing information via RSS, 31-33
getting customers to subscribe, 33
taking care of your readers, 33-34
tools, 27-29
websites, 24
online media, 6
Operamania blog, 125
optimizing search engines, 120
P
Pacific Crest Trail, 124
part-time assistants, online marketing, 26
Patogonia, The Cleanest Line, 124
PCI DSS (Payment Card Industry Data Security Standard), 103
Pegg, Mike, 107
people, driving to blogs, 13
photo-sharing services, Flickr, 133-135
photoblogs, 50-51
photos, listening to audiences, 68-69
ping search engines, 167
Ping.fm, 27
Pingomatic, 167
PodBean, 140-142
Podblaze, 144
creating and promoting, 143
editing and publishing, 144-146
music, 144
show notes, 143-144
podcasts, 140
Podnova, 166
PodPress, 145
Podsafe Music Network, 144
polls, listening to audiences, 67-68
popularity of blogging, 8
preferred blogs, 118
press releases, 130
private content, 141-142
private images, tagging, 137
PRNewswire, 130
Problogger, 113
product blogs, 92-94
products, promoting, 10
project management, internal blogs, 91-92
promotion, 129
announcing blog launch to other communities, 129
podcasting, 143
press releases, 130
products and services, 10
screencasts, 147
social media networks, 129
targeting newsletter members, 130
protecting public content, 137-139
PRWeb, 130
public images, tagging, 136
publishing podcasts, 144-146
Q–R
rankings, checking, 127
Readabililty.info, 114
readers, taking care of, 33-34
replying to comments, 74
RSS (Really Simple Syndication), 13, 31, 94
pushing information via, 31-33
getting customers to subscribe, 33
taking care of your readers, 33-34
RSS feeds, 98
Rubbermaid, The Adventures in Organization, 10-11
S
SAAS (Software as a Service), 171
Sacramento Bee, 36-38
Sam’s Club, Check Out blog, 121
Schmidt, Eric, 152
screencasts, 146
creating and promot-ing, 147
ScreenFlow, 146
search engine optimization, 120, 126
checking rankings, 127
clean URLs, 128
keywords, 128-129
tags, 128-129
search engines, driving people to blogs, 13
searchability, 126-127
checking rankings, 127
clean URLs, 128
keywords, 128-129
tags, 128-129
Semantic Web, mash up, 158-159
services, promoting, 10
sharing, listening to audiences, 67
feedback through polls and contests, 67-68
images or photos, 68-69
tools to help you listen, 69-73
show notes, podcasting, 143-144
Sindice, 159-160
site statistics, 71-72
Slideshare, 141
smartphones, 55
Smith, Thomas, 115
Snapz Prox, 147
Social Media Director, 104-105
social media networks, promotion, 129
social networking sites, combining with blogging, 56
Facebook, 57
LinkedIn, 58
MySpace, 56
Twitter, 59
Socialcast, 171
Socialtext, 171
software for blogging, 46-48
Software as a Service (SAAS), 171
spam, comments, 75
Starbucks, crowdsourcing, 14
subscribing to blogs, encouraging customers to, 33
Success Stories series, LinkedIn, 119
Swirl, 154-155
T
tagging, images
private, 137
public, 136
tags, 128-129
targeting newsletter members, 130
tech support, 99-100
popularity of blogs, 8
Thingamablog, 48
thought share, 40
Times Online, 123
timing, 30
titles, images, 135-136
tools
to help you listen to audiences, 69
mobile audiences, 72-73
site statistics, 71-72
trackbacks, 73
tracking mentions, 69-71
for online marketing, 27-29
Tourism Victoria, 118
trackbacks, 73
tracking mentions, 69-71
traditional marketing, 29-31
tumblelogs, 52-53
tracking mentions, 70
two-way discussions, 66-67
TypePad, 42-43
U–V
Ubercaster, 144
UrbanSpoon.com, 160-161
URLs, clean URLs, 128
Utterli, 140
Vancouver Opera, 125-126
Vimeo, 68
Vimeo.com, 139
vlogs, 49-50
Vox, 44
W–Z
Wal-Mart, Check Out blog, 121
Warren, Bruce, 88
Waterside Productions, 27
Web, 6
Web 2.0, 151
Web 3.0, 152
APIs and widgets, 155-156
overview, 153
Wikipedia, 154-155
Web logs. See blogs
websites, online marketing, 24
Whole Foods Markets, Natural and Organic Grocery, 85
widgets, Web 3.0, 155-156
Wikipedi, 154-155
comments, moderation, 75
WordPress.com, 40
WordPress.org, 41
WPtouch plug-in, 72
writing
blogs, 84
industry resource blogs, 84-86
online communities, 86-88
effectively, 112
be human, 114-115
be readable, 115
design, 116-117
editing for word count and brevity, 112-114
writing blogs
authentic content, 101-102
client services and tech support, 99-100
from within a company, 96
identifying authors, 96-99
hiring bloggers, 102
creating blogging positions, 104-107
from your industry, 103-104
tips for, 102-103
writing interesting content
case studies, Vancouver Opera, 125-126
company profiles, 124
highlighting industry players, 122-123
YouTube, protecting public content, 138