Krista Plano

I approached Participant 4 and Participant 5 differently from the others.  They are a married couple, one fits my sample criteria and the other, Participant 4, is my unique participant.  I explained my purpose to Participant 4 in a face-to-face discussion, then sent both her and her husband an email, reiterating my purpose and directing them to my blog for further detail.  I suggested they respond within the blog, instead Participant 4 emailed me her answers and Participant 5 was one of two invited participants who did not respond.  Below are the responses provided by my unique participant:

How do you define a blog? What does “blog” mean to you?

For me a blog is a way for me to maintain and improve my “voice” as a writer and a way for me to share my loves and interests with others as well as a way to connect with readers.

How frequently do you blog or find yourself reading a blog?

My Blog:  Several posts per week

Other Blogs:  Every day

How is the information you find valuable?

I frequent many food, lifestyle and design blogs which offer endless information regarding recipes, home projects and photography.

What types of blogs appeal to you?

Food, photography, lifestyle, design

What is your experience with blogging personally and/or professionally?

I began my blog as a soon-to-be-bride and would-be event planner with hopes of having my own company in the future.  While that goal has changed it is still a wonderful and useful outlet for me and my writing.

What is your opinion regarding companies that keep blogs?

I believe that whatever the company it is a good way to expose the readers or visitors of the website to new information that may be related to the field/mission of the company, but not directly associated with their product or service.  They should still be able to write on the topic that is of interest to the reader.  However, some blogs will not keep my interest if it is as formal as their website.  I enjoy the familiarity a blog can bring and when a blogger really connects with the reader.

How do you think multimedia based companies can use blogs to increase client and user interest?

A blog is a good way for a company to show it’s “human” and relatable side to a client.  It is a good way for the client to feel like they are connecting with the company and getting to know the people behind the impersonal home page.

How do you think multimedia based companies can use blogs to increase employee interest and participation?

This is a great way to show an employee that they are appreciated and valued at the company, by adding their individuality and voice to the blog.

What if you were asked to contribute to your company blog?

I would definitely feel appreciated by my company and would be happy to contribute.

How can a blog be a preferable format for obtaining or communicating information online?

A blog can reach clients that your company’s website may not otherwise be able to.  It also can provide an alternate way for clients to communicate with you.

The remainder of the questions were unanswered.

Thank you to all of my participants!  It is time for me to wrap up my data collection for this particular project and continue analysis.  I owe all four intelligent and thought provoking participants a cocktail…..as promised!

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See below the follow up questions from interview 3:

Follow up: In response to, How is the information you find valuable? You said, I go to blog sites for entertainment; I wouldn’t take anything I read too seriously. You also said, I feel that because anyone can start a blog you should always take what you read with a grain of salt.  I also like how to blogs and instructional blogs.

While you mentioned that you wouldn’t take anything you read too seriously you also said that you like instructional blogs, do you trust them for instructions?

Answer: I use instructional blogs as a starting point.   I go to them for the quick answer.   I use instructional blogs when trying to figure out computer programs or art techniques.  I think I like going to instructional blogs because I can find instructions that I can understand.
Follow up: Your responses indicate that you find value in company blogs, and you take those seriously. Can you name the types of blogs that you do take seriously?

Answer: I dont know if I really do take any blogs “seriously”.  I feel like I go to blogs for entertainment purposes. Websites I consider to be “blogs” that i frequent are reddit.com, crossfit.com, digg.com, lynda.com, creativecow.com

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After reviewing the first half of the blogs I decide to focus on the features used in each rather than trying to analyze the content. Considering the limitations of this project, I would not have the freedom, time, or space to discuss each blog.  So instead, I conducted a feature analysis and chose common elements from each blog.  I then reviewed each blog and noted which elements occurred on which blogs. See below….

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I replaced two of the original samples with blogs recommended by Participant 2.  Below is a narrative for each sample analyzing the approach and content of each blog.  I limited the analysis to the three most recent posts due to time constraints.  A unique addition to the sample is a blog by a web writer, I will review her blog for ideas regarding quality content.  I am evaluating these blogs as a way to learn more about existing company blogs, exploring the do’s and dont’s based on my knowledge as a Web Content Manager.  I’ve also reviewed and made use of knowledge shared by web writer, Tiffani Jones.

Frameweld
We make video and rich media searchable and accessible. Our platform enables you to synchronize slides and other media with video.  Complete reports tell you who watched what, when, and for how long.

This is actually the website I am currently working on:  I’ve gathered the authors, the employees willing to participate, and input their profiles.  Now, the hard part will be to get them to write.  The new site will have a blog that I will manage.  The current blog is stale, the most recent post is from April 19th, 2010.  The most recent post is about an event the company recently attended, a nice use of the blog to keep followers up-to-date.  The details of the event should be clarified with bullet points for easily readability and the extraneous information can be deleted.  The last paragraph is dedicated to explaining Frameweld’s contribution to an interconnected world which is appropriate to mention but this post is bloated with information that can be found on the about page.  The second recent blogs calls out an event where a company founder spoke, it is informative and useful but lacks the details an interested reader would need to attend or to find out further information. Another blog highlights a conference that the company took part in but the details are unclear as well as the the role of the company.
Observations

• The most recent posts are several months apart
• The blog feed is available on the company homepage
• Blog is also a top level category in the global navigation
• Two different authors in the first three posts
• Some contain unnecessary information and others do not include enough
• Relevant events are called out, but details need to be included
• Link to appropriate outside sources
• 0 comments on all 3, few links

37 Signals
This is Signal vs. Noise, a weblog by 37signals about design, business, experience, simplicity, the web, culture, and more. Established 1999 in Chicago. Visit the Product Blog for more information on our products.
Note: A developer recommended I review this blog for ideas on what to do and what not to do on the Frameweld blog.

The most recent post is from today, and from scanning the blog it looks like 37 Signals blogs at least three times a week, the recommended amount by web writer Tiffani Jones.  Author, Jason F. posted about a job opening at the company with details on the position and its responsibilities, deadline, and how to apply.  It links to a page on their site and to the email for applications. Another post summarizes the stories of recent applications that have been shut down by their programmers, links to the product, and highlights why this was necessary.  The third author posted a video of his recent keynote speech.

Observations

• Multiple comments to every post and multiple authors
• Links and mixed media within posts, references other useful and related articles, video included when appropriate
• Links to two of their blogs, the Company Blog and the Product Blog are 2 of four links at the top right of the homepage.

Second and Park
Tiffani Jones is a web writer. She owns Second and Park, a web writing and content strategy company.
This is her blog about business, writing, and art—and other selected topics. You can also find her at thingsthatarebrown.com

Tiffani’s blogs are usually frequent but her most recent is dated one month ago.  The most recent post suggests local Seattle opportunities for writers and other professionals to explore their intellectual, academic selves.  The entries are brief and informative.  The second one discusses the integral relationship between copy and design.  The third entry is on MBA’s.

Observations

• Blog is the first item featured in the top level navigation.
• Conversational tone with intellectual savvy
• Content combines work and pleasure
• A handful of comments
• Links within posts

Things That Are Brown
Working with us is easy. Sure we’re creative, but our process is built on clear goals and good business sense. This makes working with us straightforward and fun. Matt’s been designing websites since the internet went big (1996. Seriously). He’s created websites for companies both big (like Microsoft) and small since 2001. On the side, he writes for publications like .net Magazine and speaks at web events. In a previous life he was Lead Designer at SEOMoz and Catylist, two awesome internet companies.

The most recent post from earlier this month discusses his new MacBook Air.  He shares with his audience the benefits of this new Mac model.  In the second post Tiffani writes about a new, recently launched website, image and links included.  The third is about the ‘power user’ and the expected speed of CPU, he speaks specifically to a design audience in this post.

Observations

• Link to blog in top level navigation
• Tiffani and Matt’s posts range from several times a week to several times a month
• Conversational and savvy tone
• Substantial comments and conversation
• Images and links included

Infusionsoft
Small business marketing just grew up. Infusionsoft is Email Marketing 2.0 for entrepreneurs who want a better way to grow their business.
Note: Found via Technorati search.

The first post is about the company and their recognition in a local journal.  The second post talks about the company in relation to their customers and how they can help each customer depending on their business models.  The third is about a contest for users.

Observations

• Link to blog in top level navigation on homepage
• Most recent post is from yesterday
• Average of several posts a week
• Posts have images
• Different authors
• Linked to facebook, like this
• Twitter
• Share this via email
• Search
• Tags
• Sort Feature
• Search Feature

It was after this first half of the analysis that I decided to simplify my approach…..more on this to follow!

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I will take advantage of this blog to post the information I find useful from my literature review….unfortunately, it cannot all be squeezed into a 14-16 pager!  Below is a screen shot of the first article I am reviewing which highlights the steps in a proposed http://www.crmbuyer.com/story/43483.html?wlc=1291687563 procedure, a method that businesses can use to discover the customer needs through blog content and blogger comments.

Reference

Chen, L.S., Hsu, C.C., & Chen, M.C.. (2009). Customer segmentation and classification from blogs by using data mining: An example of voip home. Cybernetics and Systems: An International Journal, 40, 608-632.

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Like Interview 2, I sent the questions via email to Participant 3.  I had to follow up several days later before I received a response.  I will be sending follow up questions and will post them if and when the responses are returned.

I consider a blog to be a topic of your choosing that you write or comment about on the Internet for a community to see.

I myself don’t really blog, but I frequent blog sites on a daily basis.

I go to blog sites for entertainment; I wouldn’t take anything I read too seriously.

I enjoy humor blogs and my friend’s blogs.   I feel that because anyone can start a blog you should always take what you read with a
grain of salt.  I also like how to blogs and instructional blogs.

I work as a freelancer and I feel that having a blog would be a way for people discover my personality and style. Note: Participant 1 also used the term personality when discussing the use of company blogs.

I feel it’s a good way to understand the personality of the company.  I feel if you had two companies that were exactly the same but one kept a blog that gave you a little extra look into what they are all about, the company with the blog would get my business.  Note: Participant 1 also used the term personality when discussing the use of company blogs.

It would be a good way to keep clients and users up to date with what is currently happening in the company.   Companies could use blogs as
a way to announce new products or events.   They could take polls and collect data on their customers so they could better serve them.

I feel that companies should encourage their employees to submit articles or start a blog that they find interesting on the company blog space. You could also announce contest.  I think blogs are about being fun.  When someone is able to contribute something it makes them feel more connected and appreciated by the company.

I would be fine contributing to a company blog as long as I agreed with the subject.

Having a blog can just be another marketing strategy.  Having a blog that people read creates a buzz about your company and product.  You could use a blog as a way to estimate the public attitude towards topics.

I think it would convey the style of the company.   Pretty much everything we have today can be customized to our personal style or
taste; I feel blogs are a way for companies to show their style.

I used to work for a company that had an employee blog.  Employees could write what ever they felt like.  Some wrote about new cooking
recipes or races they were entering.  Some had funny articles on how to build wacky stuff.  It was a way to highlight the people that worked within the company.  It gave the company a personality.

Do you like pie? Note: An example of what it can be like to interview friends and colleagues.

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There is one more week to go and I have lots to do!  I spent a large part of today thinking about the research that remains, the requirements I must fulfill, and the final product.

To Do:

1. Follow up with the interviewees who have not responded: do they plan to respond?
2. Gather and edit information from texts used in the course for use in my final paper.
3. Analyze blog sample.  I will write a narrative based on the three most recent posts in each blog due to time limitations.
4. Add blog suggestions to sample from Participant 2.
5. Write literature review.
6. Compose final paper.
7. Collect references.

Now that I have my ideas in order, I am ready to move forward. Wish me luck!

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I used email to send Participant 2 my follow up questions and she responded in the same evening.

My response to Participant 2 with follow up questions:

Follow up: Can you explain why you keep them neatly filed on your computer rather than starting a blog?

Because a blog should have a point or a common theme otherwise it’s almost impossible to gain a following. (and in my own personal experience, I always finish writing something and then say to myself “who on earth would find that interesting?”) I’m not a fan of writing to see myself write, so without a good reason I wouldn’t want to put it online.

Comment: This is precisely why my participant sample consists of those of you who work with and are knowledgeable regarding putting information online.

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Due to lack of time and logistical dilemmas I decided to conduct several interviews via email.  My first response has arrived!  See details below.  Included in the next post will be responses to my follow up questions.

I sent the following email to Participant 2 after a brief face-to-face introduction to my research purpose:

Hi Participant 2:

Per our earlier discussion please respond to the questions below at your earliest convenience.  My research question (as of now unless it evolves into something else) is:  How can blogs benefit your business? I am interviewing you savvy users and analyzing a sample of company blogs among other things. Your participation is much appreciated. Please let me know if you have any questions or if you intend to deny this request.

Thank you kindly,

Krista Plano

Participant 2 responded (within 24 hours):

I define a blog as quick news or updates that are written in a seriously casual tone. They are engaging, short, and to-the-point but they go beyond the typical social media update. I see a facebook update or tweet as an thought fragment a blog is a complete thought, it explains the context but makes a point.

I almost never blog even though I intend to and see the value in blogging. I read at least two or three different blogs a day, I don’t really follow any specific blogs but I do frequent a few – A List Apart, The Bloggess, Paleofuture, Cocktail Party Physics, Beyond the Beyond to name a few.

The information I read in blogs is valuable as entertainment and at times it answers questions that come up at work. I think there is high value in recent, relevant information from experts.

Humor blogs and super nerd blogs mostly. I also like usability and IA blogs from experts on occasion – Peter Morville, Jakob Nielsen.

Nothing notable. I have written some posts and then kept them neatly in files on my computer a number of times.

Some companies really blog well. They give their bloggers plenty of room to showcase their personality and their passion for their work. (37 signals) Note:  37 Signals is one of my blog samples for analysis.

Other companies really think that blogs are for a series of superbly boring press releases. That bloating their site with meaningless content is attracting customers.

I think multimedia can be a mystery to those who don’t work with it online. They get youtube, but they don’t understand the technology and the ramifications of different architecture that can affect the quality. I think that by blogging about how the technology works in an easy to read, informative, how-to sort of why would attract interest and build trust across clients and users.

I promise I will write something soon. Note: This comment is directed at myself.  The participant and I a

I think the most important asset a blog has is the post title. This needs to clearly articulate what the post is about. I guess that more attention gaining. A blog is a preferable format for people who don’t like to watch video.

Other things I may suggest to make blogs generally more preferable – engaging writing, easy to scan format, pictures, managable length, humor, searchability, tagging to suggest related information and maintain engagement.

I can’t think of any way that a multimedia company would be different from any company is encouraging blog readership.

Krista does that. Yep, that’s pretty much how blogs are used at my company.

No, but I’m super tired. So feel free to call me out on crap answers and I will figure out something more intelligent tomorrow.

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