Janet Johnson on Gross Blog Anatomy

This afternoon’s session is by Janet Johnson. I believe she just went out on her own, so her current blog is really new, but based on her presentation today I’m sure it will become a good source for helpful PR and marketing information.

We have representatives from FEMA, Wyndham Worldwide, Leiner Health Products, Verizon, several branches of the military, Hewlett-Packard, Dansko,General Electric Energy Division, Prudential Real Estate, and a few others for whom I didn’t get the spelling of their company name.

Janet started out by telling about her experience with the Marqui paybloggers controversy. It highlights a point I will be making in my presentation, that new media can have lots of news media leverage.

She discussed Paul Kedrosky and the concept of “dark matter” – that once something is out on the web, it’s there forever.

The evolution of consumer web use from surfing in the 1990s to search in the 2000s to subscribing via RSS today is a helpful broad overview of the trends, along with the move from publishing to participation.

She suggested that buying up all domain names conceivably related to your organization is smart (e.g. iheartdansko.com) because people guess at domain names instead of just using Google.

Janet showed a Google Heat Map that demonstrates where people look on the Google search results, and said BLOG stands for Better Listing on Google.

She also said smaller, more frequent posting is better than a long post. This one is too long already, so I’m going to post it and start a new one.

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Author: Lee Aase

Husband of one, father of six, grandfather of 15. Chancellor Emeritus, SMUG. Emeritus staff of Mayo Clinic. Founder of HELPcare and Administrator for HELPcare Clinic.

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