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The Seven Deadly Sins of Blogging Tom Johnson

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Presentation on theme: "The Seven Deadly Sins of Blogging Tom Johnson"— Presentation transcript:

1 The Seven Deadly Sins of Blogging Tom Johnson

2 Social media Galaxy

3 Vision: Community Does 80% of Projects Make employees feel comfortable Promote it Make it easy

4 The Long Tail of Participation Contributions + Participants + 1 writer x 50 hrs = 50 hours 10 writers x 5 hrs each = 50 hours 20 writers x 5 hrs each = 100 hours 40 writers x 5 hrs each = 200 hours

5 How Blogs and Wikis Fit Together BlogWiki

6 Flickr

7 7 Deadly Sins Flickr

8 7 Deadly Sins of Blogging F ake. I rrelevant. B oring. U nreadable. I rresponsible. U nfindable. I nattentive.

9 Flickr Sin #1, Being Fake

10 The plan, as I told my agent, was to make this confession as a way of getting publishers off my back. It may sound ungracious, but I get asked so many times a week to read book and supply quotes for them that Im getting a bit fed up. Not because I dont like reading, nor because I dont like being sent books, though mostly of course, I am sent proof copies rather than the finished article. No, what Im fed up with (and it is my contention that I am SO not alone in this) is seeing my name on the fronts, backs and flaps of books saying things like a beautifully paced, unforgettable thriller, a magnificent feat of imagination, a delicately realised and vividly felt journey through memory and desire, etc etc. Yuckety, yuckety, yuck. Pukety, pukety puke. Stephen Fry, Dont Quote Me

11 Sin #2, Being Irrelevant Flickr

12 In the history of writing, everything has a focus. Its a contract you have with the reader. You stay within the bounds of the readers expectations, and if you do that, you can write surprises that seem to stray from your topic, and the reader stays with you. Because surprises are fun. But if theres no contract because there is no focus, then there are no surprises. Every great piece of writing works this way. Penelope Trunk, Blogs without topics are a waste of time

13 Sin #3, Being Boring Flickr

14 Appeal +

15 Sin #4, Being Unreadable

16 Font size Line length Line height Typeface Paragraphs Subheadings Graphics Background White space Invisibility

17 Blog and newsletter readers want meaty content, something thats worth the time they take to read it. But piling a mountain of words in front of readers doesnt work too well. A page of solid black text looks like, well, work. So in front of your 20-foot tall stack of words, you put a series of steps. You break your content into manageable pieces, separated by mini headlines or subheads. Each subhead is a step up the staircase. Each time your reader comes to another subhead, she thinks, Well, Ill just read to that next little headline there. Then she reads another section, and another. Subheads break your copy into little potato-chip tasty bites. And we all know how hard it is to stop at just one potato chip. Sonia Simone, Copyblogger

18 Sin #5, Being Irresponsible Flickr

19 While decisions will be reached on a case- by-case basis, the post of a blogger who receives cash or in-kind payment to review a product is considered an endorsement. Thus, bloggers who make an endorsement must disclose the material connections they share with the seller of the product or service. Federal Trade Commission, Oct 5, 2009

20 Sin #6, Being Unfindable Flickr

21 Email Facebook Twitter RSS

22 Web users are growing ever-more search dominant. Search is how people discover new websites and find individual pages within websites and intranets. Unless you're listed on the first search engine results page (SERP), you might as well not exist. So, the first duty of writing for the Web is to write to be found. Jakob Nielsen

23 Sin #7, Being Inattentive Flickr


25 Tom Johnson 801-822-2241

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