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Managing a blog October 27, 2006

Posted by Joanne KY Teoh in News.

In blogosphere, a blogger is more like a community manager than a writer.

Build community Create a loyal audience and a community of readers who interact with each other on your blog. Structure entries such that they start conversations. Keep them short and punchy, with a clearly defined point or set of points.

Think audience perspectives To get audience talking, consider their perspectives on the point you are blogging about and position your point accordingly. Don’t waver from one point-of-view to another in your blog entry unless that’s the point you want to make.

Write punchy headlines Readers will be scanning your RSS feed along with many others, so your headline is critical. If the headline doesn’t grab a reader’s attention there is little likelihood they will click on it.

Make lists scan-friendly Get a series of complex points across by creating a list of key points that readers can scan, along with a description of each point. This structures your thoughts in a way that seems more lucid.

Link to the context If you are blogging about something others are talking about, provide links to their conversations so you don’t seem to be speaking out of context. Help your readers understand where you’re coming from.

Quote indirectly and link If you quote other bloggers, don’t copypaste a blockquote unless there is something about the original wording you want to preserve. Rephrase the quote indirectly and link it to the source.

Format long documents If you have an essay with long paragraphs and an argument that needs careful development, make a PDF and provide a short summary of it on your blog with a link to the document.

Never delete anything In blogger culture deleting a post or chunks of it after people have read it or commented is a cardinal sin. Don’t do it, rather post a correction on the original entry.

Troll for secondary conversation If your blog entry is successful, other bloggers will blog about it. Google Blog Search and Technorati can track what other bloggers are saying about your blog entry and update your blog with links to those conversations if they add to yours.

Be active in your conversations Don’t sit and watch the comments streaming in. Get in there! Unlike traditional journalists, blogger’s role is to steer and be part of the conversations they start.

Create buzz everywhere Make sure there are lots of inbound links to your post. Find other blogs that are discussing the same issue, or your blog entry. Post comments with links to updated content or highlight some of the perspectives put forward by your commenters.



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