The Importance Of Blogging 

The Web Log or more famously known as The Blog, is one of the oldest surviving forms of social media. The majority of people have read a blog, but are people fully aware of the true power that comes with blogging?

  • There are currently more than 8 million blogs in the Digi-sphere.
  • Every 7-8 seconds a new blog is created somewhere in the world.
  • There are almost 3 million new posts made every day.

First launching around the mid 1990’s, the blog is one of the oldest forms of social media.  It’s roots are therefore fully embedded in the stimulating membrane of the world wide web. It has been absorbing content well before web 2.0.

If there isn’t any more of a reason to get blogging, then you must seriously be missing the point. While many people invest huge amounts of money in google analytics and paid for advertising, blogs automatically bring more traffic to your website through the key words that Google picks out from websites.

Building your brand image

According to information obtained from a PRCA training webinar: 70% of people admitted they learn more about a brand via it’s blog than through it’s paid for advertising.

This just goes to show how effective a blog can be. The amount of organisations around the world that invest large amounts of money into advertising and promotional services, when there’s a free alternative right on their doorstep. This reinforces how PR is adapting to the technological developments of the digital age.

With free blogging websites available such as Blogger and WordPress, there’s no excuse to get set up on the vast landscape surrounding blogging.

If you want to go the extra mile, you can pay for your own domain name, however this is only optional, you can include your company name in the WordPress header.

Case study

Once upon a time, there was a rather large fellow by the name of Mark price – the managing director of Waitrose. Believe it to not, his unflattering body image actually benefited his retail giant in more ways than one.

Waitrose were keen advocates of the blog, eager to post on a daily basis. However, they were missing one vital point, engagement. In order to create a successful blog, it must contain a certain style and personalisation.

Waitrose began by throwing out content left right and centre. This resulted in maximum effort but little engagement. This brought about a sudden change in tactics. The clever team and Waitrose thought up an ingenious strategy of creating a blog about Price and his quest to lose weight. Because of the witty blog title, The Chubby Grocerthe site took off and engagement doubled. They integrated the story of him losing weight as well as discussing the new weekly Waitrose recipes.

This was a great way of promoting recipes from the Waitrose magazine and giving Mark Price good publicity. All round fantastic PR. This is a perfect example of how companies like Waitrose are adopting to the fast paced environment of the digital age.

References

PRCA Training Online Webinars: http://www.prca.org.uk/training/courses

The Power Of LinkedIn For PR 

With the digital environment developing day by day, LinkedIn could be one of the most powerful PR tools for practitioners.

SEO

One of the best things about LinkedIn is that the company is highly regarded by Google (Hughes,2017). This means that LinkedIn articles and posts are likely to be ranked high up on the Google search scale.

This is fantastic for employers if you’re looking to advertise for free on LinkedIn and get more people to see the post. You’re also able to enter the ‘LinkedIn Recruiter‘ part of the website which enables you to directly advertise for jobs on the system.

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Contacts

Increasing the amount of contacts in your address book is highly recommended. LinkedIn is a professional environment whereby users can interact and engage with future employers and organisations.

Recommendations

As your contact list begins to flourish, you will encounter past or present employers. This can aid your online profile in more ways than one. Like myself, who has done a few pieces of work for free, it is important to gain something out of the experience.This gives you the opportunity to gain valuable feedback from your employers.

In the ‘recommendations’ sections in ‘experience’ the user is able to request for recommendations or enable the employer to complete one themselves. This will appear on your front page for everyone to see.

LinkedIn Company Page

A powerful way to take full advantage of LinkedIn’s features is to compile your own company page. This gives you the control to gain a following and help promote your business.Creating a company page also gives you a better chance of promoting new campaigns, which you can then share on your regular LinkedIn account.

Join Groups

Groups are a fantastic way to improve your overall PR profile. For example, the PR Professionals group has over 90,000 people in it. This gives you the opportunity to share content and make additional connections with future employers.

LinkedIn Pulse

Take full advantage of LinkedIn Pulse This is a section of the website which enables you to get insights from successful people in the industry. You can choose who you would like to follow such as PRCA specialists or business owners. This will boost your connections as well as inspire you to develop new PR skills and knowledge (Iliff,2015).

Make Use Of Slideshare

LinkedIn decided to buy Slideshare in 2012 for $119 million (Rao,2012), since both platforms complement each other so well. Slideshare is a great way to develop your knowledge of the PR industry from the perspective of professional individuals in the field.

LinkedIn Analytics

One of the great features of LinkedIn is the fantastic content analytics section. This is brilliant for monitoring content such as account views and when your profile was visited. It also compares you to other connections in your contact list.

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Worth The Upgrade To Premium?

Comparatively, there aren’t huge differences between the versions. LinkedIn has a deeper analysis of your profile and the jobs tab, plus more details involving salaries and job descriptions in jobs near your area.

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References

Hughes, N (2017) PRCA. Available from: [https://www.prca.org.uk/training/courses?title=&level_68=All&skill_69=All&city=6].

Iliff, R (2015) Inc. Available from: [http://www.inc.com/rebekah-iliff/top-10-ways-to-leverage-linkedin-for-pr.html].

Rao, L (2012) Tech Crunch. Available from: [https://techcrunch.com/2012/05/03/linkedin-acquires-professional-content-sharing-platform-slideshare-for-119m/].