Keywords

In a Word A weblog, in its various forms, is a web-based application on which dated entries of commentary, descriptions of events, or other material such as graphics or video are posted. A weblog enables groups of people to discuss electronically areas of interest and to review different opinions and information surrounding a topic.

Background

Electronic communications were one of the first expressions of networked computing.Footnote 1 They were developed to enable individuals, groups, organizations, and related systems to collaborate on documents, regardless of their respective physical locations.

However, until recent times, posting content on networks was a task that only technology savvy persons could perform. It required skills in navigating directories and coding HyperText Markup Language (HTML). But, weblogs (blogs)Footnote 2 of various types are now relatively easy to set up and maintain and have become a ubiquitous feature of the Internet .Footnote 3 As a result, they are redefining collaboration and knowledge capture and storage among digital communities to great effect. Increasingly, they allow the creation of networks of practice (or communities of interest) based on the particular topic discussed.Footnote 4

Definition

Blogs are websites. Typically, they are written, edited, and maintained by individuals acting in their own capacity, as subject-matter specialists, or on behalf of organizations. (Some are written by multiple contributors after editor approval.) They share common features with journals: they are published regularly, e.g., daily, weekly, or monthly; they have subscription mechanisms;Footnote 5 and they undergo review.Footnote 6 Elsewhere, they differ substantially too: unlike journals, blogs can evolve in a matter of seconds—authors have the means to respond to reader comments and update entries as required; while journals are typically produced by scientific or academic communities, blogs do not have clear-cut parameters; also there are no set criteria for writing blogs as they are considered a vehicle for personal expression. (Increasingly, however, they are also being used to break, shape, and spin news stories.)

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Features

Needless to say, the format of a blog should match the purpose for which it is intended. This has implications for the features it should rest on, or advertise. Even so, the common features of blogs are:

  • Text—Most blogs are primarily textual, although some focus on art, sketches, photographs, video clips, music, and podcasts.

  • Tags—Posts are classified into subject areas and subtopics.

  • Reverse chronological order—New posts are found at the top of the page.

  • Comments—Readers can react to a post, and discuss it with the author and other interested parties.

  • Links—A typical blog offers links to other blogs, web pages, and other media related to its primary topic.

  • Archives—A searchable database of previous posts.

  • RSS feed—RSS enables visitors to subscribe a blog and know what is new without having to visit the site itself.

  • Permalinks—It is important that links not be lost. Many sites archive older entries and generate a permalink for individual entries.Footnote 7 Permalinks also allow an entire blog to be transferred to a new server without changing the link structure.

Writing a Blog

In the age of “push-button publishing” (a term used to denote the ease with which one can create, write, and maintain a blog) anybody can have a fully functional platform in 30 min or less. While there are no hard-and-fast rules, authors should observe a few basic guidelines:

  • Write as you talk. Blogging is a conversation. The message should be clear and easy to understand. Use plain English to start a discussion and engage readers. They will respond if they are interested. This is an opportunity for mutual enrichment.

  • Stay on topic. The majority of readers are interested in content that centers on a specific theme. If the content of all posts relate to it, authors will create a loyal following.

  • Label posts . Each post must be filed under a specific category or subject. This makes it easier for readers to find related posts.

  • Use keywords . If the goal of the blog is to increase visibility the title of the blog should include related keywords. The title should be no longer than half a dozen words.

  • RSS. RSS will increase readership and distribution and extend a blog’s reach.

  • Old news is not news. Blogging each day can be a drain but it is important that the information presented be current, informative, and accurate.

  • Adhere to a schedule. Blogs and RSS feeds are created on a daily basis. Realizing that blogging requires time and effort, authors should not create unrealistic expectations. Still, search engines spider pages at regular intervals and frequent update of blog content will raise profile.

  • Create links. Linking to other blogs also raises profile. (These should relate to similar subject areas.) Search engines use links as a means to validate blogs, which raises their profiles in search results.Footnote 8

  • Use media whenever appropriate. Many blogs offer capabilities to add photographs and video clips. However, if several media files relate to a post, consider placing them elsewhere, for example on media sharing sites such as Flickr. Blogs that are saddled with large files rapidly become unusable.

  • Look up to peers and readers. Bloggers are Internet users. Paying respect to their views will enhance the relevance and credibility of posts. Blogs are easy to set up but they can take down with speed if authors do not treat their audiences well.

  • Recognize intellectual property. On the Internet, citing sources is easier, especially if these are already available online. An embedded reference that provides a hyperlink is usually sufficient for citation purposes.

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