Media Research Inc (1999) states that more than 64 million adults, or one third on the population over the age of 18, are using the Internet and this was expected to rise. Ten years later Martin Sorrell, CEO of WPP furthers this by saying that “we are spending about 20% of our life time on the internet” (BBC News, 2009). Obviously this shows that the internet is a huge phenomenon that appeals to everyone and all it can do is grow.
What is a blog?
Winer, D (2003) defines a weblog as a “Hierarchy of text, images, media objects and data, arranged chronologically, that can be viewed in an HTML browser”. There are various features that make a blog different to a website. These are that:
· content is published in a chronological fashion
· content is regularly updated
· readers have the possibility to leave comments and leave feedback
· other blog authors can interact via track backs and pingbacks
· content is syndicated via RSS feeds (Scocco, D. 2008)
Recently, blogging has become strongly involved in industries. Companies have found that the power of business blogs, are underestimated. Blogs within companies are usually created by individual from the company who tend to put forward their views on the on different topics which occur in their everyday life.
Public Relations
Blogging software is incredibly cheap and easy to use. Therefore, they are used as a quick way to raise a company’s profile and keep their consumers up to date on their latest news. ASOS – the online fashion store is a brilliant example of where businesses use blogging to interact with their customers. Brassington (2006) states that public relations has typically been seen as a subordinate, support function to activities such as advertising, but its new importance now appears to be becoming more recognised with the developments in electronic marketing. This statement shows that blogging has helped the public relations industry a great deal, as it is a easy way to attract customers.
Marketing
Caffey, D and Smith, PR (2008) states that the main blogging tools for marketing blogs in rough order of popularity are:
1. Movable Type (www.movabletype.org) from Six Apart is a download for management on your servers.
2. Typepad (www.typepad.com), also from Six Apart who offer as an online service similar to most of those below which is easier for small businesses.
3. Blogger (www.blogger.com), purchased by Google – this is the best free option.
4. Wordpress (www.wordpress, this is an open source alternative to a download. Highly configurable. This is the main one used by personal bloggers.
5. Other open source CMS are more often used for corporate sites. Mambo or corporate content management systems such as Microsoft Office SharePoint Server.
Since Blogger was launched in 1999, blogs have reshaped the web, impacted politics, shaken up journalism, and enabled millions of people to have a voice and connect with others (Blogger, 2009). This was a brilliant foundation to enhance our education and interactivity with modern technology.
The main objective of this report is to explain the impact blogs has had on us as an educational tool in the twenty first century. Whilst being a student at Bucks New Uni blogging has enables the students to research topics they are truly interested in (Appendix B). Thus; enabling them to build up and store an archive of information. Blogging has helped to process information thoroughly, and increase understanding of a particular subject by further researching them. Wrede, O (2003) mentions the reinforcement of essential skills is a part of blogging, observing that:
“If processors want students to become autonomous, creative, helpful and cooperative, educational institutions must actually allow students to practice exactly these skills... by designing curriculums and courses that really value these qualities. The inherent creativity of blogging and the distinctly open environment for topic advancement allowed students to direct their own learning in manner that transcended the existing curriculum”.
Personally; blogs are a brilliant was for a student to individually interpret learnt information. It also allows the creativity and development of writing styles to fuse together to create an individual writing style. It also allows criticism of work, to enable improvements for a student or a business, as followers are able to comment on your posting.
Advantages & Disadvantages
| Advantages | Disadvantages |
| The consumers are potentially better informed and this can only be good for the long-term health of our societies and economies. | Most people don’t have very much to say that’s interesting, and/or are unable to write down their ideas in a compelling and clear manner. |
| Blogs have potential to help the organization develop stronger relationships and brand loyalty with its customers, as they interact with the ‘human face’ of the organization through blogs. | people who have most time to write have least to say, and the people who have most to say don’t have enough time to write it. Thus, the real expertise within the organization lays hidden, as you get drowned in trivia. |
| Blogs, in an intranet environment, can be an excellent way of sharing knowledge within the organization. | Like practically everything else on the Web, blogs are easy to start and hard to maintain. Writing coherently is one of the most difficult and time-consuming tasks for a human being to undertake. |
| Blogs can be a positive way of getting feedback, and keeping your finger on the pulse, as readers react to certain pieces, suggest story ideas, etc. | So, far from blogs being a cheap strategy, they are a very expensive one, in that they eat up time. As a result, many blogs are not updated, thus damaging rather than enhancing the reputation of the organization. |
| Blogs can build the profile of the writer, showcasing the organization as having talent and expertise. | |
| | McGovern, G (2004) |
Summary
In summary, blogs are extremely effective for the use of teachers and students as well as businesses. It enables the student to show their understanding of a certain subject, and helps a teacher understand how much their students understanding. It helps students who have a problem ‘writing things down’ to interpret things individually in a way that suits them. This is also extended by the use of images and videos. In terms of using it in the industry blogs “provide a unique and personal way to communicate with current and prospective customers. By talking people in a conversational manner, a blog puts a human face on a company, which is difficult to duplicate in any other way” (Hurlbert, W. 2004).
