企业博客宝典 The Corporate Blogging Book
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作者： Debbie Weil著
出 版 社： 上海蓝泉外文图书有限公司
出版时间： 2006-12-1字数：版次： 1页数： 218印刷时间： 2006/12/01开本：印次：纸张： 胶版纸I S B N ： 9781591841258包装： 精装编辑推荐
作者简介：
Debbie Weil is a popular speaker, marketing consultant, and publisher of the award- winning e-newsletter WordBiz Report, which has 15,000 subscribers. She has appeared in print and on television numerous times to explain how successful corporate blogging really works.
内容简介
So many blogs, so little time. Is it too late to start, now that the blogging craze has reached critical mass? Absolutely not!
Picture a focus group, a viral marketing campaign, and your own news station all rolled up into one. Now wrap that into a low-cost, easy-to-use, always-on Web site. That is what effective corporate blogging is.
At first, business blogging was ideal for free agents and entrepreneurs who needed a cheap way to get their message out. Now, the big guys are tapping the amazing power of a great blog. But the key word is great. A corporate blog that’s boring or deceptive is worse than none at all.
In this indispensable guide, online marketing consultant Debbie Weil explores all aspects of corporate blogging, answering important questions such as:
• How much time will it take?
• What about the legal risks?
• Who in my company should blog?
• What are the best corporate blogs out there?
In an informal, provocative style and without technical jargon, Weil explains how to create a blog that’s engaging, smart, and likely to grow an audience.
目录
Foreword
Introduction
Chapter 1: Top Twenty Questions About
Corporate Blogglng
Chapter 2: A Quick Romp Through the
Corporate Blogosphere
A Bit of Evolution
From Personal Diary to Corporate
Communications Vehicle
Internal Blogs: The First Silent Wave
External Blogs: The Second Wave
Chapter 3: Confronting Fear of Blogging
Time: The Top Fear Factor
Creating Corporate Blogging Guidelines
Dealing with Legal Issues
The Mother of All Fears: Losing Control
Chapter 4: A Baker's Dozen: 12 Plus 1 Ways
to Use a Corporate Biog
Chapter 5: Should the CEO Blog?
Internal CEO Blogs: The New Must-Have
Executive Tool
Advice from Trailblazing CEO Bloggers
External CEO Blogs: The Perfect Bully Pulpit?
Bottom Line: The Value of Writing
Chapter 6: The New ROi Is ROB (Return on Biog)
Measuring the Conversation
Show Me the Numbers
Using Standard Web Metrics
What Problem Does Blogging Solve?
Chapter 7: Top Ten Tips to Write an
Effective Business Biog
Chapter 8: What You Really Need to Know
About Blogglng Tools and Technology
Choosing Blogging Software
Hosted Versus In-house
RSS and Other Tools to Sharpen Your
Search and Monitoring of the Web
Blogging's Close Cousins: Wikis and Podcasting
A Few Cool Tools and Hacks
Chapter 9: Cheat sheet:Making the Case for Blogging to the Boss
Chapter 10: What's Next
Bonus Resources
Acknowledgments
Notes
Index
