THE VOICE OF THE BLOG: THE ATTITUDES AND EXPERIENCES OF SMALL BUSINESS BLOGGERS USING BLOGS AS A MARKETING AND COMMUNICATIONS TOOL by Jeffrey Hill A DISSERTATION Submitted to The University of Liverpool in partial fulfilment of the requirements for the degree of MASTER OF BUSINESS ADMINISTRATION 2005.
Coses que m’han cridat l’atenció:
- S’analitzen bloggers de petits negocis (pimes) i professionals liberals.
- El fet de ser considerats experts en un tema és una de les causes per escriure un blog però no la única.
- Hi ha un quadre que mostra perquè aquests professionls escriuen blogs.
- Hi ha un quadre que mostra que els professionals dediquen a escriure blogs.
"Building a Reputation Blogs can be used to demonstrate expertise in a particular business area. Gardner (2005, p. 15) cites the example of a law firm which has created a blog specialising in Brain Injury Law. Top executives such as Jonathan Schwartz, President and COO of Sun Microsystems, and Alan Meckler, CEO of Jupitermedia, have used their blogs to establish a position as 'thought leaders' in their particular domain. While small business owners might have less lofty ambitions, blogs do provide a means to make a name for oneself. As Biz Stone (2004) points out:
Blogging is especially useful for small-business owners, consultants, freelancers, and anyone who will benefit most from being known as an innovator in his or her particular field of expertise (Stone, 2004, p. 163).
Hewitt (2005, p. 131) employs the term 'earned credibility' and sees this, along with the authentic voice, as 'the crucial difference between websites and blogs'. Crumlish (2004) takes a similar view:
…business weblogs can help companies manage an online profile and generate the sort of reputation or aura of goodwill that enables strangers to trust each other and make commitments or transactions online (Crumlish, 2004, p. 181). "
"Blogging as a means of demonstrating one's personal expertise was another area seen as particularly important by self-employed bloggers. Jim referred to his blog as a 'living CV' while Ben, a professional blogger, used the word 'portfolio', saying that his blog was 'an example of my writing I can show potential clients'. Tom, a lawyer, started a blog when he left his law firm to start up his own business:
I thought the blog would be at the same time a way to get the word out about what I was doing, to cover some issues and to, in an informational way, market my expertise, my practice and my business."