What is blogging??

Basic common features of the 201x blog

  • Forum or social bookmarking website
  • Published chronologically
  • Updated regularly
  • Ability to leave comments
  • Other bloggers have options to interact with blog page
  • Content is syndicated via RSS feeds

List compiled by Dailyblogtips

Self-disclosure and Social Richness

Two further characteristics  have been defined as characteristics of blogs by Kaplan; high self-disclosure and low social richness.

Self-disclosure principles relate to how important perceptions must be cultivated  by the creators. In extension, it is through the cultivation, conscious or subconscious revelations are made by the users especially from blogs of a personal nature.

In contrast, social richness is the extent of the immediacy and intimacy of how the information has been provided. Written blogs on sites such as WordPress have low social richness as they are written and tend to have asynchronous communication between the producers of the content (posts) and the readers (comments).

When a person is writing a blog, like any social media format, intentions are vital

A personal journal

Formerly known as ‘Weblogs’ in the early-mid 1990’s as coined by ‘online diarist’ J. Barger

It was shortened to its more common name, blogging two years later.

The first known use of weblogging had happened on In fact, much of the early instances of blogging were purely personal live journals to place thoughts and feelings into a written format, online.  A look at Hall’s personal account of his story and passion for people to create personal blogs can be found in his video; Overshare: the story.


Blogbasics states that people had and have used personal blogging to share personal stories, views, and perspectives because every person has a voice and they want to use it. Blogs in this format were not only unedited, unfiltered but they were also uncollaborative. Open Diary was the premier community during the late 90’s to bring ‘journal’ bloggers as a community.

Evolving meanings


With the advent of the ability to comment on other blogs which were added features in communities such as Open Diaries, the blogging world was starting to aim for more collaboration. Further proof of this, includes the many ‘events’ over the years following including the advent of Blogger, Adsense, Myspace, and MSN which had led to greater interactivity. In conclusion, it seemed only a natural progression to have blogs evolving from merely personal, to include ‘social’, political, business and other categories  to reflect the changing physical and Internet environment. Further events can be found on webopedia and nymag.


As previously mentioned in my last past, What is Social Media?, businesses utilise social media for their brand whether as a corporation or as an individual. When they use blogs, the most common intention is to attract.


Attraction can be placed into these categories;

  • Having a desirable product or service to gain traffic
  • Being a brand leader for creditability
  • Customer management relationship
  • Search Engine Optimisation (SEO)
  • Communicate to current stakeholders
  • Provide expertise

Reasons provided by blogger wishpond

Blogging, when done correctly, helps businesses not only realise the benefits mentioned above but also, helps businesses reach their strategy particularly differentiation strategies. Blogs, inside their very core, are highly entrenched in self-presentation. So, therefore, ensuring their blogs have the’essence’ of what makes their business great means that they are more likely to attract consumers with similar ‘values’ in mind. A common interest point would be having a business have a blog detailing their progress in improving their environmental impact such as jetsongreen.

Important considerations for any blog

Regardless of whether a blog is used for business, pleasure or both, there are a number of factors that should be considered. These are;

  • Voice: Every writer has a tone so make sure it is an appropriate one
  • Frequency: Too little means less hype, too much means annoyance
  • Style: How a blog is designed leaves perceptions on visitors
  • Features: Social and Traditional for better searches and shares
  • Passion: Stronger typically is better



2 thoughts on “Blogging

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