why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 2

Download the updated edition
Download the updated edltlon of The Corporate
8logglng 8ook from http://amzn.to/aPWmdo. Pead lt on
your Androld phone, 8lackberry or lPhone: lPad or Klndle:
or computer (Mac or wlndows). Called smart, witty and
accessible by Klrkus Peports and recommended by best-
selllng author Davld Meerman Scott of The New Rules
of PR and Marketing, 2nd edition, thls ls the the how-to
blble on corporate blogglng. A new preface explalns why
your blog ls the hub of your soclal medla strategy. A new
sectlon explalns how Twltter complements, but doesn't
replace, a blog. The book has been updated throughout.
Share this ebook
¥ou are encouraged to share thls free ebook. ¥ou may
pass lt around by emall, post lt to your blog, or llnk to lt
on Pacebook or Twltter. Por more free PDPs, vlslt Debble's
slte at: http://debbieweil.com/books/free-ebooks/
ebook deslgn: Men wlth Pens
ª20l0 - 20ll by Debble well
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 3
About Debbie Weil
Named one of the Most |nnuentlal women ln
Technology ln 20l0, Debble well ls a rare specles - a
baby boomer who ls a dlgltal natlve. She launched
her ñrst webslte ln l995, she has been blogglng
slnce 2003 and ls the author of one of the ñrst and
most deñnltlve books about buslness blogglng, THL
COPPOPATL 8LOGG|NG 8OOK. 8ased ln washlngton
DC, she ls a hlghly-rated speaker and workshop
leader. She has consulted wlth organlzatlons as
dlverse as GlaxoSmlthKllne and the Amerlcan Camp
Assoclatlon and has spoken at conferences all over
the world, lncludlng Chlna and Dubal. Contact her
for One-to-One Consultlng at: http://bit.ly/1-to-
1consulting
She ls worklng on a new book, PP|LND|NG OvLP 50, the surprlslng story about baby boomers and
thelr growlng love analr wlth soclal medla.
To book her for a speaklng engagement, call 202.255.l467 Lastern.
webslte: debbieweil.com | blog: debbieweil.com/blog
emall: debbie.weil@gmail.com | Twltter: @debbieweil
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 4
Paul Glllln
Karen wlckre
Mlchael Hyatt
Paul Pabretti
Davld Meerman Scott
Guy Kawasaki
Seth Godln
1ason Palls
Jay Baer
1ustln Thorp
Chrls 8aggott
Paula 8erg
Mlke Sweeney
8ryan Llsenberg
Tom Hood
Davld Hargreaves
1ennlfer Clsney
Donna Marla Coles 1ohnson
wendy Harman
Steve Padlck
Aneta Hall
Scott Monty
Nlls Konlg
Sandy Carter
Mlckey Lonchar
Deana Goldaslch
Andy 1acobson
1eremlah Owyang
1on Cronln
|van walsh
Steven Parker
Davld 1ames
The Experts
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 5
T
o launch the new, updated edition of The Corporate Blogging Book I asked several dozen high-prole
blogglng and soclal medla experts to answer thls questlon: Is Your Blog Your Social Media Hub? The group lncluded
corporate, nonproñt and governmental bloggers.
¥ou can guess what | was drlvlng at. | was asklng whether Twltter supplants
a corporate or organlzatlonal blog because lt's so much easler and faster. |
was asklng whether you need a corporate blog lf you have a Pacebook fan
page. | was asklng whether lt's worth the enort for organlzatlons large and
small to devote the tlme and resources to malntalnlng an enectlve blog.
|n fact |'m asklng whether the word blog lsn't outdated. A blog can be deñned as a next-generatlon, lnteractlve web
slte. Maybe we're ìust talklng about a new klnd of soclal corporate slte. | asked everyone to be as contrarlan as he or
she wlshed ln answerlng the questlon. | recelved many provocatlve answers. Pollowlng are some of the most useful.
¥ou can read my orlglnal blog post and all the responses here: http://debblewell.com/blog/ls-corporate-blogglng-the-
hub-of-soclal-medla-marketlng/

Websites are for facts
& gures...blogs are for
stories
Chris Baggott
Introduction
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n my view, Twitter is a great complement to, but not a replacement for a corporate blog. The messages
that corporatlons want to share wlth thelr constltuents are usually more lnvolved than l40 characters wlll
permlt. A blog ls an excellent contalner for long-form messages that can then be dlssemlnated through other
channels, lncludlng Twltter.
| see the blog as the Swlss Army knlfe of soclal medla. |t can be used to communlcate almost any message ln
almost any form. |t ls also an excellent landlng page for llnks from other sltes. Say lt on a blog and repeat lt
elsewhere.
PAUL GILLIN, Soclal Medla Author and Consultant
http://twltter.com/pglllln
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 7

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or many companies, there’s no contest between Twitter & blogging: you need both. The blog is the
foundatlon of your publlc communlcatlon, and Twltter ls the layer above lt. |f you have news & oplnlons,
the blog ls the place to lay them out - show your values, your actlvltles, your thlnklng. Twltter helps to broadcast
that content and also helps uncover & engage wlth a dlnerent (and typlcally broader) audlence you wouldn't
have gotten otherwlse.
Dependlng on the buslness, a Pacebook page may be a ñne addltlon too, but the blog ls the platform wlth the
wldest reach. Of course, wherever you have a presence, you have to be wllllng to thlnk edltorlally, and put ln
the tlme necessary for each outlet.
KAREN WICKRE, volce behlnd http://twltter.com/google and a Senlor Manager, Global
Communlcatlons for Google and advlsor to Google's dozens of blogs
http://twltter.com/kvox
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 8

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do not think that Twitter replaces a corporate blog. My blog is my “homebase,” to cite Chris Brogan
and others. |t ls the place where | can develop my thoughts more fully and lnvlte people lnto a more
structured conversatlon around a speclñc toplc.
Twltter, Pacebook, Llnked|n, etc. are all lmportant "outposts.ª They are places where | want to have a presence,
but | don't own them llke | own my blog. | use them to dlrect people back to my blog.
| don't thlnk thls ls a case of elther/or but both/and.
MICHAEL HYATT, CLO of Thomas Nelson Publlshlng
http://twltter.com/mlchaelhyatt
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 9

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e in “the profession” are obliged to say that no social media strategy should proceed without
beforehand, monltorlng the landscape. That seems to be the "properª and sometlmes easy way to get
thlngs movlng. we then move to dlscuss the ldea that no channel has the rlght to be used wlthout evldence that
there ls a need for the brand to communlcate ln that way.
The reallty ls though (and thls ls through a lot of experlence!) that at the heart of any good soclal medla strategy
lles a blog - whether wlth a corporate hat on or a marketlng-led brandlng/engagement one.
Communlcatlon through so many channels ls now reduced to small, sometlmes meanlngless gestures such as
"llkeª or "rateª and even llmlted to l40 characters on Twltter, so where does soclal medla actlvlty really have the
opportunlty to add value lf there ls no blogI
The blog, for me, ls the way to get to the heart of what soclal medla ls all about - people. Glvlng the brand a volce,
a means to communlcate ln a way that the stuny webslte or soclal channels wlll not let them and a way to to show
consumers that the brand really does glve a shlt.
PAUL FABRETTI, co-founder of UK soclal medla agency Gabba
http://twltter.com/paulfabretti
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 10

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see the tools as dierent because of length. So they are not interchangeable.
| have tweets at l40 characters or less.
| have blog posts of l00 to 500 words or so.
My free ebooks are between 2,500 and 5,000 words.
And my books are 50,000 to 70,000 words.
Plus | produce ¥ouTube vldeos and more.
So what's my "hubªI Por me lt ls my webslte. That's what Google ranks hlghest. That's where people go ñrst.
That's where contacts come ln to conduct buslness (ln my case hlre me to speak or buy a book). | thlnk blogs are
great (and mlne ls lmportant to me). 8ut | thlnk a slte ls the hub.
DAVID MEERMAN SCOTT, bestselllng author of The New Pules of Marketlng and PP
http://twitter.com/dmscott
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 11

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| asked author and entrepreneur Guy Kawasakl to answer the questlon Is a Blog the Hub of Social Media
Marketing ln "ten words.ª Guy ls known for hls rule of Tens, whlch he often uses ln blog posts (Ten Ouestlons).
Here's how he replled.
No, Twitter is. :-)
GUY KAWASAKI, co-founder of Alltop, former chlef evangellst of Apple
and author of numerous books lncludlng Peallty Check and Lnchantment.
http://twltter.com/GuyKawasaki
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 12
The hub of social media marketing is products and services worth talking about.

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SETH GODIN, author of l2 books lncludlng Llnchpln and Trlbes. Lntrepreneur and speaker. Hls
blog ls one of the 25 most read blogs ln the Lngllsh language: http://sethgodln.typepad.com
He ls not on Twltter.
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 13
I
think the blog is the hub of your social activities because it’s the main attraction point for search
englnes. |f you're countlng on outposts to draw the search tramc, you're less able to control the code,
tagglng, etc., and you certalnly can't measure lt as well.
|f you use your webslte as your prlmary search beacon, then you'll
have a hard tlme wlnnlng results wlthout recurrlng content (whlch
| broadly deñne as belng a blog or blog-llke). So you almost have to
have a blog as your hub.
Of course, lf you don't care about wlnnlng search results, lt doesn't have to be (your hub).

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JASON FALLS, onllne communlcatlons and soclal medla consultant
http://twltter.com/ìasonfalls

Control what you have
complete control over.
Bryan Eisenberg
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 14

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t depends on (your) objectives. If the objective is to interact with current customers, keeping your
product or servlce top -of-mlnd and bulldlng klnshlp wlth the brand, Pacebook may ln fact be the best hub,
glven lts lnherent soclablllty, ease-of-use, and large audlence. However, |'m always troubled by companles
puttlng too much emphasls on Pacebook (New Lngland Patrlots, vltamln water and many others are favorlng
Pacebook over thelr corporate web sltes/blogs). Do you really want to bulld your soclal medla program on what
amounts to rented landI One terms-of-servlce change and your soclal medla program has to scramble.
Not to mentlon that blogs are far superlor to corporate web sltes, Pacebook pages, and Twltter accounts wlth
regard to lnbound marketlng. The SLO value of the blog alone makes lt a sultable hub.
Lastly, the longer-form nature of blogglng makes lt ldeal for developlng connectlons between the company
and customers. There ls only so much humanlzatlon you can do ln l40 characters - even ln somewhat longer
Pacebook posts.
JAY BAER, soclal medla consultant, speaker and author.
http://twltter.com/ìaybaer
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 15
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think all the tools that you mentioned above (blogs, Facebook, and Twitter) all need to be in the
corporate marketer's toolset. Dlnerent people wlll respond dlnerently to dlnerent medlums ln dlnerent
ways. Some people wlll only respond to thlngs on Twltter. Some people wlll really dlg thlngs ln a longer format.
Some people don't use Twltter and only use Pacebook. | go wherever | can meanlngfully bulld new and sustaln
exlstlng relatlonshlps wlth my users.

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JUSTIN THORP, communlty manager, AddThls.com
http://twltter.com/thorpus

Our blog tells people how we think.
Michael Sweeney
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 16

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aula Berg formerly of Southwest airlines says this best when she describes their blogs as the “Hub of
my soclal medla strategy.ª
Tlme Magazlne also made a great polnt about Twltter:
". ln recent months Twltter users have begun to ñnd a route around that llmltatlon by
employlng Twltter as a polntlng devlce lnstead of a communlcatlons channel: sharlng llnks to
longer artlcles, dlscusslons, posts, vldeos ÷ anythlng that llves behlnd a UPL. websltes that
once saw thelr tramc domlnated by Google search querles are seelng a growlng number of new
vlsltors comlng from "passed llnksª at soclal networks llke Twltter and Pacebook.ª http://tlnyurl.
com/yìld2q4
So havlng your blogs as the hub and uslng these other 'polntlng devlces' to engage and steer tramc to that
content appears to be an ldeal use for Corporate 8logglng. Often, search ls overlooked ln a tradltlonal 'soclal
medla strategy', but the reallty ls that lt's a crltlcal component.
CHRIS BAGGOTT
http://twltter.com/chrlsbaggott
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 17

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absolutely view the blog as the anchor of the airline’s social media eorts. It is not necessarily the
most tramcked slte, when compared to Twltter or Pacebook, but lt ls the one place where we can house all of
our content and communlcate and play wlthout llmltatlons (l.e.l40 characters or the rules and pollcles of other
sltes).
PAULA BERG, former 8logger Glrl for Southwest Alrllnes' blog, Nuts About Southwest
http://twltter.com/paulaberg

The blog is home base; the website is the
mother ship.
Tom Hood
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 18
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reat question and one that causes internal debate here as it relates to both internal marketing
enorts and cllent marketlng enorts.
Although lt requlred hours of dlscusslon, |M-lng and emalllng to get here, our vlew ls slmple. Our webslte tells
people what we do. Our blog tells people how we thlnk. Our presence on soclal medla propertles - Twltter,
Pacebook, Llnked|n, etc. - serves as a dlstrlbutlon englne for the content produced on both the slte and blog.
Nothlng (at the moment) can supplant a well-deslgned, well-wrltten corporate blog as the hub of soclal medla
enorts.

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MIKE SWEENEY, managlng partner, Plght Source Marketlng
http://twltter.com/mìsweeney
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 19
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f there is one lesson I have learned in my decade+ of helping companies increase their ROI from their
onllne marketlng lnvestments lt ls control what you have complete control over. ¥ou control your blog
and everythlng about lt. ¥ou can always llnk to or pull feeds on to lt from whatever servlce noats the next
generatlons boat. However, lf you make your hub on someone else's turf, don't complaln when the rules of the
game change.

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BRYAN EISENBERG, speaker and co-author, Waiting for Your Cat to Bark
http://twltter.com/thegrok
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 20
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ebbie, I like the conversation you started and I would have to say (as one of your pupils) that our
experlence says the blog ls the home base for us. | would add that the blog needs to polnt to the webslte
whlch ls the mother shlp. Then we use Twltter, Llnked-ln, Pacebook, ¥outube, Slldeshare, and even Second Llfe
to llnk from and to, to ampllfy our message and to meet our members (customers) where they may be. | can't
see anythlng more powerful than the blog as our most useful (| llke the Swlss Army knlfe metaphor) tool for
communlcatlons.

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TOM HOOD, executlve dlrector, MACPA.org
http://twltter.com/tomhood
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 21
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y take on this is that every social media campaign/conversation needs a focus which is a digital
property owned by the brand whlch houses a lot of the assets used ln the campalgn. |t could be a
Pacebook presence for a consumer campalgn but for a corporate campalgn | absolutely thlnk the corporate
blog ls the physlcal centre of the campalgn. The place where all of the conversatlons connected the campalgn
polnt back to. | thlnk GM does lt well at http://fastlane.gmblogs.com
That belng sald, the blogs that do thls well don't necessarlly look llke blogs (as we know them) but rather are
more llke a blog on sterolds or, you guessed lt, a soclallsed webslte. So ls the corporate blog the hub of the
conversatlon or should the web slte be the hubI However not a web slte as we know lt but a slte that ls an
aggregatlon of all the corporate conversatlons out there about the brand. |f you follow thls argument to lts
loglcal concluslon, maybe the comms people should have a blgger lnput lnto these new types of web sltes. |
wrote a post about thls at www.proìectmetal.com

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DAVID HARGREAVES, dlgltal agency, 8eyond
http://twltter.com/davldhargreaves
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 22
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or Kodak - the blogs are the center of our social media eorts. It’s the place where we are not
restrlcted by l40 characters or an appllcatlons llmlts. we can embed photos, vldeos and llnks. we use our
other soclal medla tools, Twltter, Pacebook etc to drlve readers to the blogs to read the whole story.

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JENNIFER CISNEY, Kodak chlef blogger
http://twltter.com/kodakCB
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 23
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o third party social site can replace a branded space that is managed and made publicly available
by the company, for customers and others to enìoy, share and learn from. A corporate blog ls the tasty
treat that ampllñes a well executed buslness plan.
Twltter (and the rest) are lclng, not cake.
what's more, over-rellance on sltes owned by thlrd partles ls an unwlse buslness practlce from an lntellectual
property perspectlve. |f Twltter, Posterous, Pace8ook (etc.) are all you have, what happens when they
temporarlly go down, are changed ln ways you don't llke or worse -- cease to exlst altogether. Not llkely, but the
rlsk of relylng heavlly on thlrd partles to "serve upª your content ls too great to make much sense.

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DONNA MARIA COLES JOHNSON, |ndle 8uslness 8log
http://twltter.com/lndlebuslness
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 24
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ur blog does serve as the hub of our overall social web program. We often use it as a toolkit for our
chapters and the publlc to grab dlgltal elements that mlght help them prevent, prepare for, and respond
to emergencles. 8ut lf | were startlng my ìob today and had to evaluate whether to create a corporate blog,
would |I Maybe.
|t wouldn't be the ñrst prlorlty but ours ls a great home base platform to aggregate our content from Pllckr,
¥ouTube, and to keep our passlonate stakeholders aware of our actlvltles. |'ve hardly ever met a corporate blog
that was compelllng or fun to read but they are worth lt lf you understand that and use lt as a hub for other
more engaglng and valuable proìects.
we've also found that ln tlmes of crlsls and dlsaster people have a trust ln commentlng on our blog that they
don't seem to have on Twltter and Pacebook. |n general we get very few comments on most of our blog posts
and lots of engagement on P8 and Twltter. |n tlmes of crlsls a blog post that relates to an ongolng dlsaster llke
the Port Hood shootlng or the earthquake ln Haltl, we see people nock to our comment sectlon and form a
communlty of support there. we stlll see lncreased actlvlty on P8 and Twltter, but there's somethlng speclal
about how people support one another on our blog.

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WENDY HARMAN, soclal medla manager, Amerlcan Ped Cross
http://twltter.com/wharman
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 25
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or me, my blog is my hub for my social media presence. If you go there, that’s where I link out to all
of my other networks, whereas my other networks ìust llnk back to my blog. Por an organlzatlon, however,
|'m not sure there's a "doª or "don'tª when lt comes to thls subìect. |n some organlzatlons, the blog ls used to
share thought leadershlp, ln others, lt's a human face for recrultlng, ln others, lt's thelr prlmary customer servlce
channel. 1ust as there's no one way to use Twltter or one way to blog, there's no one strategy that says your blog
should or shouldn't be the hub of your soclal medla marketlng. |t's all ln how you use lt. | thlnk the blog has
become the most popular "hubª because of thls nexlblllty. |t's easy to lntegrate Pllckr, Twltter, ¥ouTube, etc. rlght
lnto a blog. Not so wlth some of the other soclal medla tools. | llke Paul's comment that a blog ls llke the "Swlss
Army knlfeª of soclal medla. 8ecause of that, blogs seem to ñt that role better, but that's not to say that one
couldn't use Twltter or Pllckr as your hub elther.
That sald, wlth the evolutlon of content management systems lncorporatlng many of these soclal elements, |
thlnk we're golng to start seelng a movement back toward tradltlonal websltes becomlng the "hubª of our soclal
medla marketlng. Lxcept these websltes wlll have all of these soclal capabllltles bullt ln. The blog as a separate
slte apart from the corporate slte wlll soon be a thlng of the past. |nstead, look for more blogs as features of the
larger corporate slte. That wlll be the new "hubª for soclal medla marketlng - the slte that comblnes the soclal
and the omclal.

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STEVE RADICK, Soclal Medla Lead for 8ooz Allen Hamllton
http://twltter.com/sradlck
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 26
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MHO, various social media channels (Twitter, FB, etc) are there to help you form a wide web of social
connectlons, but your blog (corporate or personal) should remaln at the center of that web. Thls ls the space
where you take your tlme to explaln your posltlon and lnteract wlth your audlence on your terms wlthout the
l40-character llmlt and wlthout worrylng about Pacebook relevancy algorlthms. Thls not to say that blogglng
should be done ln a vacuum. |t should be tlghtly lntegrated wlth your other channels (e.g. Pltney 8owes
Connectlon Center blogs http://www.pbconnect.com/blog/ are tlghtly lntegrated w/ a dedlcated «P8connect
twltter handle and P8's Pacebook presence and they work ln concert especlally when drlvlng content to these
blogs).

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ANETA HALL, Pltney 8owes http://www.pbconnect.com/blog
http://twltter.com/anetah
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nteresting question - although it may be semantic, as the tools will constantly be in ux. At Ford, we believe
that our focus shouldn't be on tools but on behavlor and corporate culture. |f Twltter and Pacebook dlsappear
tomorrow, we'll stlll have the notlon of regular engagement and lnteractlon baked lnto our collectlve psyche.
Por that reason, there's an absolute necesslty to open up dlalog on a corporate slte - whether or not lt's deemed a "blog,ª
and lt's also lmportant to get out there and lnteract wlth customers on the sltes they frequent as well. 8ut to place a
company's soclal network eggs ln one basket (lf you'll forglve me for uslng such a cllche) ls mlsgulded, as there's no
certalnty as to the evolutlon or prolonged support of such a platform.
One of the reasons we've been so actlve on Twltter at Pord ls because lt has served a wlder strateglc purpose. Twltter ls
probably the most personal of the soclal networks, as lt allows you to have one-on-one lnteractlon - in the public square.
Not only do lndlvlduals get questlons answered, but the rest of the communlty watches lt happen. The resultI Pord's
reputatlon rlses ln that person's eyes as well as ln the eyes of the entlre audlence that ls watchlng the dlalog unfold. we
become a company that "gets lt,ª and people start paylng closer attentlon to our actlvltles.
The companles that wlll be successful are those that understand how to do all of the above and how to lntegrate lt
enectlvely. 8rlng outslde conversatlon ln, take lnslde comments out. Aggregate content. Make the lmportant content
easy to ñnd and easy to share, and ln the process glve people a chance to connect wlth others llke them - both customers
and employees allke. whether or not thls ls deemed a blog ls lmmaterlal: the notlon ls that we're llkely to see more
corporate sltes - or at least portlons of them - becomlng more blog-llke ln nature.

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SCOTT MONTY, Global Dlgltal Communlcatlons Pord Motor Company
http://twltter.com/ScottMonty
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 28
I
n my opinion the corporate blog is the perfect hub. All the other tools like Twitter, Facebook & co are
spontaneous, lmmedlate communlcatlon lnstruments. A hub, however, needs to be deslgned wlth a long-
term focus. |t ls a very strateglc tool that can collect other parts of a larger dlscusslon, whlch are dlstrlbuted all
over the lnternet. At Dalmler (http://blog.dalmler.de) we can start a dlscusslon on the blog and can extend lt vla
Twltter and Pacebook to reach more potentlally lnterested people. 8ut there always needs to be one place were
people can see the blg plcture (also after some tlme). whlle Twltter and Pacebook have qulte short lnformatlon
half-llfe, the blog can preserve thls valuable lnformatlon.
However, many managers lack the courage to start such long-term commltment, whlle short-term tools such
as Twltter are boomlng ln corporate communlcatlon. | am currently conductlng a study that alms at addresslng
thls fear by communlcatlon managers - trylng to explaln what factors lnnuence the acceptance of a corporate
blog by lts audlence.

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NILS KONIG, Dalmler's 8logDok
http://twltter.com/KlngNlls
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 29
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or me, the blog is the hub of the social business for certain audiences.
| conslder lt a way to gather product requlrements, test polnts of vlew (llke you are dolng!), and to answer
pendlng questlons. |t helps me gauge the lnterest level ln a set of buslness toplcs.
However, remember | am a 828 company -- lf | was 82C, my hub would be Pacebook.
And lf | was targetlng younger audlences, | would go for MySpace. Pew |nternet released a report yesterday
called Soclal Medla and ¥oung Adults that shows teen blogglng down by 50% over the past four years, even as
blogglng lncreased among those over 30 years old. |nterestlngly, even as MySpace popularlty wanes overall,
young people are stlll almost double as llkely to malntaln a proñle there as are older adults...

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SANDY CARTER, vP, |8M and author
http://twltter.com/sandy_carter
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 30
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t its heart, a blog is about content. And “content” is exactly what attracts followers, so long as it is
relevant, useful and fresh.
So yes, your blog can be the hub of your Soclal Medla proñle. 8ut so could anythlng else you use to generate
and dlstrlbute relevant content. Pacebook. Mlcro sltes. ¥our ¥ouTube channel. Lven that long-ln-the-tooth
cousln, emall.
The one exceptlon to thls would seem to be the corporate web slte. whlle organlzatlons stlll love them, the
"one-and-doneª aspect to most of them make them serve more as a dlrectory than as a source of fresh content.
Por more thoughts on thls, check out http://www.qulsenblog.com/2009/l0/l5/soclal-medla-you-can-own/

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MICKEY LONCHAR, Oulsenberry Marketlng and Deslgn
http://twltter.com/mlckeylonchar
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 31
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blog is absolutely the hub of social media marketing. Imagine these scenarios:
l) An expert ln your lndustry follows you on Twltter. After several exchanges, he decldes he llkes your style and
decldes to check out your slte to learn more about you and your buslness. Does your slte have content that
ìlbes wlth your Tweets and "real tlmeª expertlseI Peal tlme expertlse ¬ blog posts.
2) New Pacebook fans see that you really know your stun, ìudglng by your lnslghtful updates and posts. They
vlslt your slte to devour more content and take ln more lnformatlon. |f you llmlt your content to Pacebook,
where's `your` company's brandI Shouldn't you have a home base to say, "Hello! welcome to our dlgltal home.ª
|'ll refraln from sharlng the 200 more scenarlos danclng through my head!
Most tradltlonal websltes slmply can't do your soclal medla enorts ìustlce. A blog, however, serves up real-
tlme lnformatlon that's fresh, not over-processed and relevant to the soclal medla conversatlons out there. Too
many buslnesses try soclal medla on for slze, only to send vlsltors and fans to a slte that's outdated, statlc and
sunerlng from content anemla. A blog ls an ldeal way to serve up content that speaks to those vlsltors.

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DEANA GOLDASICH, founder, well Planned web
http://twltter.com/goldaslch
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 32
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ocialization and engagement at all levels, whether it is corporate or individual always emanates
from a "home baseª. |t's crltlcal that that base truly represents the people or person (or organlzatlon) from
whlch lt comes. That sald, Twltter and Pacebook should be thought of as extenslons of the home, much llke the
clubs and assoclatlons we all partlclpate ln outslde of our own homes.
|t's lmportant to dlstlngulsh between the two (home and extenslons of "homeª) because, as author, 1aron Lanler
"¥ou Are Not A Gadgetª, polnts out we are NOT the customer of Pacebook and Twltter÷the advertlser ls. And
therefore we don't have any control over the envlronment we're all communlcatlng from. Sort of llke lnvltlng
someone to come over for dlnner at someone else's house.
8est to use those "extenslonsª of our dlgltal tools (P8, Twltter, etc.) to lnvlte readers back lnto our homes where
we can entertaln and enllghten÷and ultlmately create stronger relatlonshlps.
|Dlsclosure: | have developed and contlnue to edltorlally manage "blogsª for Morgan Stanley Smlth 8arney]

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ANDY JACOBSON, graphlc deslgn and communlcatlons
http://twltter.com/andyìacobson
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 33
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say destinations, in the long run, don’t matter at all.
Read his blog post: Roadmap: Make Your Corporate Websites Relevant by Integrating Facebook, Google, MySpace,
LinkedIn, or Twitter at http://is.gd/9sked

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JEREMIAH OWYANG, Partner Altlmeter Group
http://twltter.com/ìowyang
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 34
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orth American Agency of the Year. I think that brands need to incorporate a “social media hub” into
thelr marketlng strategles. |t ls cruclal to have a locatlon to elaborate on soclal content and drlve people
to. |deally thls hub ls lntegrated lnto the entlre slte at varlous touch polnts, but the baslc ldea of a destlnatlon
can not be fully reallzed untll you brlng the soclal channels to your slte. Prom there, you can use Twltter to
spread the message further, share valuable llnks and baslc back and forth conversatlons, but the brand and the
communlty manager must have a place to host the deeper story. Many companles are scared to use the term
"8logª, because the term blog has a lot of baggage and people are hesltant to call lt that. So let's ìust call lt a
"Soclal Medla Hubª
People fear the term blog because they thlnk lt has to be one person ln a room wlth strong oplnlons and
brands have a hard tlme reallzlng that a blog ls really ìust a way to organlze content and can have many
dlnerent personalltles, contrlbutors and purposes. So a "hubª for soclal content ls a much more palatable term.

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JON CRONIN, Dlrector of Dlgltal Marketlng Strategy at Devrles Publlc Pelatlons
http://twltter.com/ìoncronln
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 35
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he challenge for Social Media strategists is to blend real-time information (Twitter et al) with
buslness data held ln the back omce systems, such as a pollcles, procedures, reports etc. The end goal for
an organlzatlon ls to capltallze and marry both data sets.
An lnfatuatlon wlth real-tlme data can lead us to glve more value to the chatter and nolse than lt may deserve...
whereas blogs, websltes and tradltlonal medla, such as newspapers, may oner a rlcher, deeper vlew of a toplc.
wlth the best wlll ln the world, how much could you learn from, for example, Peter Drucker, lf he only used
Twltter.

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IVAN WALSH, Chlna-based dlgltal content consultant
http://lvanwalsh.posterous.com
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 36
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bviously social media eorts need to have a hub. But what actually is a hub? I think it has two very
dlstlnct functlons. One ls a content authorlng platform and the other ls a publlshlng/sharlng platform.
8logs have served both functlons very well, whlch ls why up to now they have been seen by many as the hub.
Although many new optlons wlll no doubt come along, | thlnk blogs and blog platforms wlll contlnue to
domlnate as the most popular cholce to serve as the hub. Any transltlon to new cholces wlll be falrly slow by
soclal medla standards. Por one thlng, blogglng platforms themselves wlll not stand stlll. Por another, whlle lt's
posslble to shlft your Hub to say Pacebook or a Nlng communlty or somethlng else, for many the beneñts are
nelther obvlous nor certaln. Maklng that change strlctly to go after a speclñc audlence ls old, "walled gardenª
klnd of thlnklng. Lastly, Twltter ls great, but lt'll never replace a blog or a content management system as the
best way to author/produce the rlch, deep content needed to fuel the whole soclal enterprlse.

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STEVEN PARKER, PP and medla consultant
http://twltter.com/sparker9
why ¥our 8log |s ¥our Soclal Medla Hub - Debble well 37
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he word “blogging” is old fashioned, even old school… but the concept lives on.
Uslng wordpress, we have really made our new webslte, 8ethesdaLmedlaMarketlng.com, a blog.
Llke a blog, we are addlng materlals and Google and other searchers are checklng us out earller and more
often. The results mean we get lnto the lndex faster. Of course, we have those pages you expect ln a webslte:
Homepage and About Us and Contact Us. but these seem to be glven better attentlon when treated ln the
blog format.
we set up a second blog account for our blog llbrary of lmportant marketlng artlcles from many sources. Thls
has begun to generate organlc tramc as we have bullt lt as well.
Over the years we have learned that organlc search ls key to success as much as PPC and thls cholce of platform
ls provlng ltself as we are stlll ln the lnltlal slte re-launch and are lncluded more often ln searches.

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DAVID JAMES, founder and presldent of 8ethesda Llst Center and Lmedla Marketlng
http://twltter.com/dìamesbethesda