BLOGS - A General Discussion, Let's Get Blogging!

Introduction
BLOGS – A General Discussion
Let’s Get Blogging!

This paper explores the application and use of blogs. The exploration is limited to those questions posed by Dr. Plinske to include a caution she offered students in class. The questions and caution are summarized as follows:
1. What is a blog (a blend of the term web log)?
2. What applications or uses does a blog serve?
3. What can be concluded about personal or business uses of a blog?
4. Finally, I have expanded this exploration to include a review of Dr. Plinske’s cautions regarding blogs, use and access of the internet and related postings. What’s to worry about?
The responses are framed in the context of a few central assumptions and a problem statement. The conclusion offers remarks and personal observations resulting from research and studies published on the subject of blogs as related to personal, educational and business uses. Although Dr. Plinske did not set a limit on the number of pages covering a response to the questions, she did encourage being concise and paying attention to brevity. What follows is an attempt to achieve both goals. However, the subject proved to be fascinating and one in which this writer had little knowledge or experience.

The Problem Statement

The level of risk versus reward of placing a blog on the internet is difficult to assess. Absent the development of internet technology that can steadfastly outpace hackers and those that maliciously invade highly secure corporate and governmental (defense) information systems, the proposal of any use of public blogs or internet communication sites is questionable accept as may be related to basic communications between individuals or groups. That stated, digital cell (phones) transmitting private communications and electronically encoded metadata (co-streaming digital data and voice) have been ripped from such meta-formats for subsequent unauthorized public distribution and broadcast globally compromising personal integrity, trust relationships, and ending private and professional (public and business) careers. A restatement of the problem then is as follows; what circumstances justify using the application (blog) and what is the assessed risk versus reward as determined by experts in the field (communication engineers, scientists and analysts).

Assumptions - General

An initial assumption pertaining to blogs is that they are user friendly and relatively easy to setup and launch. Therefore, just about everyone above the age of say six to eight years old can enter this semiotic domain with a functional degree of literacy.

Limiting Conditions

The focus of this exploration into blogs is limited to those individuals in the United States that are above the poverty level and sufficiently literate within the semiotic domain of the internet. This semiotic domain includes all publicly accessed applications and gateways for the purpose of engaging in socialization (social-networking), the publication of data and information, advertising, or other activities engaged in introducing formal or informal content, or a presence in the global internet community in association with individual, educational, or business purposes.

Accessibility Assumptions

The issue of access and participation in such digital media is (on review) one of “computer-literate elitism” or social-egoism that will not be addressed in this exploration beyond the following observations. This information is important when considering setting up a blog. Experts suggest as represented in our exploration, that it is important to identify the audience and focus (or purpose) of a blog prior to creating and launching one. In business a project manager in-charge of developing a blog with these considerations would additionally want to know as much about the potential target audience as possible so as to assess and justify to his company a Return on Investment (ROI) associated with establishing and operating a blog. Beyond this it is likely an operations chief will want a valid way of financially assessing non-reoccurring and reoccurring costs or the profitability of placing a blog in service considering the system will be used by employees during work hours. The overall benefits and effects on employee productivity (cost-benefit analysis) in the workplace could influence the consideration of establishing a blog prior to a company investing in one. A similar argument could be made for families wishing to blog. Families should consider looking at financial and entertain valves of a blog prior to investing time and money in establishing one.
Before this exploration begins let’s take a quick look at the access and use of a blog application, associated semiotic domain and those enabled to access the internet (domain). Current statistics indicate the number of those empowered is extremely small when viewed globally.

Without supporting research, it shall be assumed in our exploration reasons for such a low-level of participation involve several factors. In addition, it is assumed that should a SPELIT Power Matrix analysis be undertaken pertaining to low-level participation, such an analysis would likely yield an outcome indicating the following: (Social) Generally it could be assumed that a low social awareness of the internet (and its power) is not widely known or within the current literate semiotic domain of global populations; (Political) Regional or national political barriers, cultures, controls and policies may be adversely restricting access and use; (Economic) Economic or financial constraints at the micro and macro-economic tiers of low-level participation countries are insufficient to support the costs of infrastructure and provision of access to the general public; (Legal) Rule of law or other non-rule of law regulations or edicts within certain regions or governments prevent the establishment of such systems, related access and use; (I) Information systems due to adjacent influences pertaining to the social-political, economic, and cost infrastructure do not lend to the education of the public or businesses about the advantages of such systems; and (Technology) Technology could essentially be non-existent or grossly insufficient due to the lack of technical infrastructure thereby preventing broad-based user access and participation.
The table below represents research completed in March 2011 pertaining identification of all global internet users accessing web-based internet or wide-area digital electronic networks.

Table 1: Global Internal-User Statistics,
(Internet World Stats, 2011)
ASIA 44.0%
EUROPE 22.7%
NORTH AMERICA 13.0%
LATIN AMERICA 10.3%
AFRICA 5.7%
MIDDLE EAST 3.3%
OCEANIA/AUSTRALIA 1.0%
Note: The above research sampling indicates
87% percent of the North American population
is not accessing internet services.

Table 1 viewed after sampling error assumptions demonstrate participation figures for North America. After consideration of error, the figures still provide substantially valid geographic distribution figures for users/audience (transmission and receiver groups) for those potentially participating in blogging. Figures represented by Internet World Stats show approximately 13% percent of the North American population have internet access. This information does not indicate or represent the number of internet users that operate blogs.

The next level of research data or information needed to fully appreciate the relevancy of a blog is to collect the requisite data pertaining to market tiers, geographic areas and densities of participation, economic tiers, age groups, level of education and occupations of those within each user group. Short a company being provided this basic marketing information the launch of a blog site would represent a form of “gambling”.

The Internet contains more than 40 million blogs (some estimates say 60 million) with more than 200 million readers. With numbers like that, businesses must learn how this powerful new form of word-of-mouth works, because bloggers talk about many companies – perhaps even yours…blogging can boost your brand, your customer relationships or your internal communications. (Wright, 2005)
Assumption(s) Specific to Institutional Education Users

The fore mentioned market data research will not be considered in connection to formal education blog applications as these institutions target (access and user participants) that are captured audiences in coursework, learning programs, research, information requirements and in shared group or team learning practices.
 
Assumption(s) Specific to Private or Commercial Business Users

As for private or commercial enterprise access and user statistics, more marketing research would need to be completed. Under the limiting stipulations of this exploration, it will be assumed that within current regional markets the use and access to the internet within each population region will continue to increase and in time grow to support a robust personal, education and business justification for blogs.

What is a blog? Key Terms and Definitions

In the context of this paper it is appropriate to establish generally accepted definitions and synonyms that are used: e.g. blog, blogroll, blogosphere, and feedreader. The selected terms and definitions are the following:
1. Blog: (A blend of the term web log.) A blog is a website that acts as an online journal, a place to post information, and a way to keep in touch with others. A blog can be used as an important tool for networking and sharing tips or news with others.. (Wikipedia.com) (Wright, 2005)
2. Blogroll: “…listings of other blogs of interest to the blogger, such as blogs covering similar industries and topics. (Wright, 2005)
3. Blogosphere: “The blogosphere is made up of all blogs and their interconnections. The term implies that blogs exist together as a connected community (or as a collection of connected communities) or as a social network in which everyday authors can publish their opinions. Since the term has been coined, it has been referenced in a number of media and is also used to refer to the Internet. Sites such as Technorati, BlogPulse, Tailrank, and BlogScope track the interconnections between bloggers. (Wikipedia.com)
4. Feedreader: A feedreader, also called a “news reader” or “aggregator.” Most blogs offer a feed so subscribers can receive notifications when the designed blog is updated. (Wright, 2005)

What Applications or Uses Does a Blog Serve?

Studies and testimonials from blog users indicate the ways in which individuals, educators, and businesses create and focus the use of blogs to communicate, share information and build trusted social networks among peers and families. On view, these users largely share a common focus, purpose and use of a blog within their domain. However, some focuses and purposes are unique to each semiotic domain and related literary. The following illuminates a common focus and purpose for individuals and professional educators.

Education/Personal Applications or Uses

A central place to keep in touch and provide information. The blogs are used as tools for networking and sharing news, upcoming events or tips with other professions/peers. Commonly teachers use blogs to disperse information to students. Individuals can use the tool for similar information sharing with family. Teachers and individuals can use blogs to keep parents or friends abreast of shared experiences in the classroom or with the family during special events. (Adultlearn)

A place to share professional and personal interests. Blogs allow you to express your interests to other professionals. Over time a blog can develop a readership, especially among peers and friends. Readers will regularly comment on your thoughts and provide feedback. Often this feedback is viewed as valuable information that can be used to assist in developing your thoughts pertaining to what you have published. (Adultlearn)

A classroom management tool or family diary or event management tool. Educators commonly use blogs to publish class assignments. They often use links to other websites to enhance the students’ understanding and or knowledge of the concepts and topics covered in the classroom. Some educator’s use extra credit postings as a way to provide an incentive to regularly checking their site for information pertaining to class activities. (Adultlearn)

A blog is a great tool in keeping parents informed. Using a blog is a way of catching parent’s attention and keeping them informed about what is occurring in the classroom. Similarly, families can use blogs to share events and keep other members of the family informed by sharing activities and gathering of the family to those not able to attend. Educators and individuals should use caution when posting information about others however. It’s always a good idea to ask and receive permission from parents or family members before posting their photos on your blog site. For educators photos of classroom projects and of the class working together helps parents to feel they are sharing in their child’s daily activities. (Adultlearn)

Increasing communications by encouraging blogs. Educators use blogs to encourage student informal socialization or sharing thoughts pertaining to class assignments or simply activities at school. Blogging provides students a forum to express their thoughts and practice their computer skills to include improving their communication talents such as writing and grammar. (Adultlearn)

Business/Personal Applications or Uses

Overhearing customers’. Overhearing customer conversations is considered by marketers to be valued information and communications about their companies, customers and competitors. Blogging enables your personnel to “overhear” conversations about your industry and your f rm. The community of blogs (known as the “blogosphere”) presents a valuable opportunity to find out what others think of your products, services and business. If you hesitate to open this door fearing negative feedback, realize that “an unhappy customer is a happy customer waiting to happen.”(Wright, 2005)

Offers customers a feedback forum. Blogging offers companies the ability to engage in conversations with customers rather than just transmit one-way information with no feedback. Companies that use blogs to show passion for their work generate passion from others to create customer evangelists who can spread the message about their products or services. (Wright, 2005)

Builds dialogue and trust relationships.. Companies with blogs earn trust by regularly communicating with customers. Corporate blogs provide visibility and a forum for sharing expertise. They also defray some of the costs of visibility campaigns and establish the host companies as thought-leaders. (Wright, 2005)

Offers an engaging marketing vehicle. Traditional marketing often means sending press releases and receiving an average media response rate of 1%. This kind of “transmission” advertising generates little if any engagement or feedback. Blogging is about engaging and having a conversation, creating buzz and capturing loyal customers. (Wright, 2005)

Can augment existing Marketing Strategies. Blogs can become an integral part of your marketing strategy, but they can’t replace it. Blogging successful customer responses or posted comments on a company’s blog or on some other blog can generate strong interest in a company. The company needs to listen and pay attention to these comments. (Wright, 2005)

Tracking negative Feedback. When corporate bloggers encounter an angry comment they should try to understand it. Experienced corporate representatives look behind the emotions consumers express and write appropriate, thoughtful responses. Smart bloggers value readers and their feedback.

According to Wright’s study, when a company receives high response levels, the company tends to dismiss them. Wrights suggests companies should instead, consider all comments as valuable, and read each carefully. Further he suggests companies offer thoughtful responses. Answers such as, “We agree” seem to add little if any substance to a valued customer. Listening well; watching for follow-ups and meaningful feedback will pay off in the long run for companies. (Wright, 2005)

What can be concluded about personal or business uses of a blog?

Personal or business use of blogs.

Individuals and businesses seek ideas that can lead to career advancement or increase interest and marketing exposures in business. The information listed below is the product of studies, surveys and general research that has been completed by Jeremy Wright in his book, Blog Marketing, pertaining to business and personal uses of blog applications and the associated benefits.

1. Blogs can help create new ideas and learn about competitors. Blogs can cultivate great ideas for both personal and business use, since they provide forums for discussing and brainstorming new possibilities.
2. Blogs can capture indirect feedback. An example of a business use is General Motors. GM hosts a blog called FastLane, which allows readers to comment on new concepts. The company can listen to customers by reading their conversations in entries or comments on other blogs to include post appropriate responses.
3. Monitoring blogs. Companies can monitor blogs through such sites as Technorati and PubSub, allowing you to search keywords and Web addresses to see what’s being said about your company and its products. They also show you which blogs link to your company’s web site or your competitors’ sites.
4. Open informal communications with peers & employees. Individuals and companies can create internal blogs just for their peer groups or employees. Individuals and companies can restrict blog access to project teams, departments or any other groups.
For example, employees who work different shifts at The Disney Channel use an internal blog to post shift logs and communicate between shifts. These logs were originally on paper, which had obvious drawbacks including legibility and the inability to search for specific keywords. Before looking at a blog application, Disney implemented a simple database for entering and tracking shift notes. Eventually, its techs imported the database entries into the blogging tool. It worked because Disney listened to its internal users and made changes to the blog based on their feedback.
Using an internal blog to communicate can reduce employee e-mail even as it creates documentation. Instead of a stream of “reply all” e-mails, employees can hold discussions on the blog. Unlike e-mailers, people on blogs rarely write short, meaningless comments, such as “That’s true.” People tend to consider their blog comments more carefully than their e-mails. Furthermore, it’s easier to scan comments on a blog than to open and read individual e-mails. Before starting a blog, establish a blogging strategy that states why your company wants to get into blogging and how it plans to measure success. Determine who will be accountable for the blog. Set rules for managing comments that are not allowed and how comments are moderated. Consider a policy that addresses anonymous comments and how the company will handle disputed comments.
5. Build trust between peer & employees. Prior to launching into cyberspace to start a corporate blog, first talk with your employees about blogging. Prioritize the benefits to your company. Create a blog only if you have valid business reasons. Just “being cool” isn’t enough. Business purposes might include helping teams connect and developing trust between employees.
6. Increase peer and employees strengths. Blogs increase peer and employee inter-communications, brainstorming, creating ideas, and interacting internally or with customers.
7. Set aside blogging time. Allow time for employees to make blogging part of their daily workload. To encourage employees to start blogging, teach them the benefits and suggest ways blogs can help them with their jobs. Be sure to include which comments aren’t allowed (such as comment spam or curse words), establish how comments are moderated (if at all). Establish an anonymous and disputed comments policy. (Wright, 2005, p. 366)

Exploring the Problem

Dr. Plinske’s and other cautions about the use of a blog.

Once you research and implement a blogging tool (your company may already have a blogging application in place), start posting to the blog without opening it to the public. This lets you get the hang of blogging, the software’s tools and such blogging features as “trackback” and linking, so you can resolve any problems before going live. (Wright, 2005)

Before an individual or business engages in the development and launch of a blog they should be aware of the different types of personalities a blog can attract. This is especially important for those choosing to open their publication for access to the general public. Of course, most blog applications offer the author of a blog several options dealing with security and access options pertaining to your targeted interest group or peers. The following is a listing of several generic types of bloggers and what their interests are in accessing and viewing your blog.

Types of Bloggers fall into seven types of personality they are listed in the following table that was researched and published by Wright.

Table 1: Types of Bloggers
Actors Characteristics
1. “The Barber” Barber-style bloggers tend to know the right people and share insights. The wise barber can be an advisor, analyst or authority on the industry or topic. Barbers are candid about who they work for and they remain impartial. Barbers give a company “visibility, new ideas and a human perspective.”

2. “TheBlacksmith” These bloggers come from inside the firm. They know the business well, though they’re usually not managers. Software developers with large technology companies are often blacksmiths. Their blogs help customers, report news and build relationships.

3. “The Bridge” Bridgers connect people in networks. They create opportunities and draw new customers.

4. “The Window” This blogger talks about the company from inside and outside. Window bloggers provide internal news and address complaints.

5. “The Signpost” Signposts identify valuable resources and information while offering little opinion. They share tidbits and pointers more than commentary. They filter garbage and provide good information so people trust them and their companies.

6. “The Pub” Pub blogs bring together a community of thinkers who “meet” at the blog and discuss shared topics. Companies with pub-style blogs provide visitors with communities where everyone feels equal and treated fairly.

7. “The Newspaper” These bloggers report facts, but post very few opinions. They try to be objective resources. Companies with newsletter blogs keep readers informed on their industries or related topics. Such blogs require a lot of time and work.
(Wright, 2005, p. 366)
 
Conclusion – To blog or not to blog…

This author admits his impression and thoughts about blogs has substantially changed since researching and completing this project. At first, it was my impression bloggers were likely young people between the ages of six (or eight) years old ranging to those in their mid to late twenties. In addition, it was my thinking that the primary motivation for users was based on narcissistic personality traits and obsessive compulsive disorders. Having raised three very active and social networked young men, and having attempted to remain fully engaged with them during their developmental years, I would like to think I was on top of my game. Being a good father and considering my propensity for being interested in what energizes young people somehow the blogosphere and blogs escaped my attention. Thanks to Dr. Plinske the “blog chicken” is now out of its shell.

I am now compelled to admit that I had little understanding of the number of blogs and users that are actively involved in the enterprise. Formerly working at the senior level of management for such corporations as General Electric, Hyundai Marine America, The Rockefeller Group, NBC and Newscorp, you would think I would have been more aware of the blogosphere. The fact is I was not. After working on this project, completing only a few selected readings and limited reviews of immediately available research on the subject I have found that blogs can and do serve a real-life purpose in personal, education and business uses.

Studying information available on the subject showed me blogs have numerous potential applications across all boarders. Most significant to me, is the understanding that they offer a formal and informal method of sharing ideas, innovative concepts, educational information and a means of informing friends, peers and colleagues about activities and events they can benefit from. I found Disney and General Motors Corporation’s integration of blogs into their business operations for project coordination, idea sharing, competitive market research, and employee scheduling very interesting and a highly credible use for blogs.

Jeremy Wright offers the following tips to contemplate prior to settling up and launching a site pertaining to site developer/user.

1. “Be real” – Avoid the temptation of blogging about everything…Determine who you are when blogging, what you’ll blog about and who is in your target audience.
2. “Be passionate” – Be passionate about your blog’s contents. Otherwise, you’ll burn out and blogging will become a chore. Passion is contagious and can create evangelists.
3. “Write often” – Write five entries each week. Search engines and readers thrive on fresh content.
4. “Link lots” – Readers discover new blogs through links in other blogs. Earn respect by providing links to good resources and blogs. Sometimes another poster’s blog can spur a post to your blog, so give your source credit by linking back to the referring blog.
5. “Leave comments on other blogs” – This helps you get more involved in the blogging community and lets others know about your blog, since you usually can link to your blog from within your comment.
6. “Have fun” – Blogging gives you an opportunity to experiment and try new things.
7. “Push the envelope” – Do something different and you might get lots of traffic.
8. “Ping” – Most blog tools “ping” directories to let them know your blog has been updated. So ping as much as you can. Some directories, such as Ping-O-Matic, allow you to enter your blog’s URL or RSS link, and ping multiple places.
9. “Use feeds” – Some people prefer to come to a blog and read it; others prefer to receive information in feeds from your blog. If possible, provide full-text feeds.
10. “Create meaningful titles” – Readers scan titles, so a catchy headline can impel them to read the entry. Include your blog’s URL in your e-mails, forum discussions, presentations and printed material. Depending on how your company uses its blog, consider linking the blog to the company’s home page. Honesty, sincerity and good relationships are recurring themes in blogging. Bloggers value genuine, truthful connections without spin or distortion. You will get burned if you stray from the honorable, ethical approach, because the blog world discerns fakes quickly. “The focus on realness and authentic relationships is one of the reasons blogging grew so quickly…keep it real. (Wright, 2005, p. 366)

An additional observation; an overworked educator or business executive is going to experience difficulty in fitting in the extra five to six extra hours a week Wright suggests is required to maintain a blog. Many of us already have overbooked lives. Determining how we are going to be able to squeeze in another activity is questionable unless we give something else up. To receive a solid cost benefit for the amount of time that is committed to blogging one must completely commit to blogging as an investment. Wright suggests a blog that is properly setup, with good focus, purpose and use will offset your time and financial investment. In fact, Wright suggests the proper use of a blog(s) could free up time currently spent on emails and other electronic endeavors. Wright indicates a productive use of a blog will increase the amount of time you can spend on other things due to a blog offering you a more efficient and effect use of your time.

I am reminded of what a professor once said to me at Wichita State University in the beginning of an automated computing science course once, he said “students of this new and innovative data analysis and information system (equipment) must be aware of the necessity of filtering out needless information/data in favor of focusing only on content that matters…otherwise you will be overwhelmed with information”. In closing the professor offered these words of wisdom, “be cautious with your input (punch) cards, remember, junk in equals junk out”. That being said, let’s get blogging, see you in the blogosphere!
 
References:
Adultlearn. (2011, September). Blogs in education. Retrieved from http://www.adultlearn.com/blogs-education.html

Blog Marketing The Revolutionary New Way to Increase Sales, Build Your Brand, and Get Exceptional Results; Jeremy Wright; McGraw-Hill © 2005, 336 page
Internet World Stats. (2011, March). [Online forum comment]. Retrieved from http://www.internetworldstats.com
Wikipedia.com. (2011, September). Blogosphere. Retrieved from http://en.wikipedia.org/wiki/Blogosphere
Wright, J. (2005). Blog marketing (p. 366). New York, New York: Mc Graw-McGraw-Hill.