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Posted on December 20, 2006
Eight Common Mistakes Made By New Publishers
BY JENNIFER EUBANKS
Robert Niles recently posted an article in USC Annenberg's Online Journalism Review discussing to top mistakes made by new online publishers
This list talks primarily about mistakes made while trying to publish online for money, but the tips are also excellent for anyone wanting to build a successful blog with high readership. Many of the common complaints addressed in the article can be traced to a newness and unfamiliarity with the blogosphere. There are few ways to "get rich quick" or see fast results with blogs.
As the article states, you must *be* an expert in your field. To build a reputation takes time, and the best way to do it is to post quality articles and activiely engage and incorporate your readers. Those who look to your site as a resource will likely also have knowledge of their own to share, and it is the community spirit that often draws the large crowds. With the popularity though, it is important to retain a sense of humility--looking down on your audience is one way to cause your audience to seek similar content elsewhere.
I've pointed out similar articles in the past, but Robert's is another good one to check out. It's short and brings up many good points for any blogger looking to be successful. The key is to write well, be aware of your audience, and to avoid using hype methods such as creating a buzz before your blog is live and established or spending unneccessary money to promote the site without having the means to back up the image. Content is king is the online world--if you have great content and are active in discussions with other bloggers you will do far better in the long-run than anything a large budget could buy you. If your readers don't feel you live up to the hype, they are gone, and you never even stood a chance.
I advise you all to take a look at the aforementioned article, and any other ones like it, if you are seeking tips on how to publish successfully online. With a little knowledge and planning, you can avoid many of the pitfalls that await the unseasoned blogger.
Posted on September 6, 2006
Corporate Transparency
BY JENNIFER EUBANKS
Shel Holtz wrote an article about corporate transparency, which Todd Defren over at PR-Squared summarized quite nicely.
The important points taken away from the article are those that we have made all along to our corporate clients worried about entering online conversations, the most important being: transparency is not equal to full disclosure. There are certain corporate secrets, future-looking forcasts, and other sensitive data that should stay private. Many companies fear that having a blog and therefore a more personal voice means that they have to tell all.
In reality, transparency simply means taking an honest approach. It means not being afraid to monitor your reputation, or that of your competitor on your own, or through the use of services such as our Reputation Management system. It also means engaging in the online conversations BEFORE a crisis hits, so that your voice is more authentic, and the response from the online community more approving. As Todd notes, in an ideal world, "would see the blogger's post and draft a quick, apologetic, explanatory note that they could post on their own site; in the Comments section of this blogger's site; and that of any other online complainants."
Companies that embrace transparency will benefit tremendously in the long-run, as the blogosphere and other online communities are not to be discounted. These communities play a HUGE part in word of mouth transactions, and having a transparent online presence will go a long way in validating your actions.
