Blogging

It's a one-way process. Social media in contrast allow both sides to talk in a quick and meaningful way. Used properly, it's a valuable marketing tool — but there can be great failures. Companies sometimes have only a fuzzy idea of what they're doing, and unwelcome interpretations of material and negative comments will circulate within and beyond a blog community quickly.

Blogging certainly helps you get noticed online, by contributing original content (of any type, including mixes of text, images, video material and links) in an environment freely available to all. While you will have a specialist community in mind, it may well be read more widely. You can easily produce new blogs and quickly learn valuable lessons from the number of times they're read and the range of comments left. If a blog's worked, links will be made and it will appear elsewhere; future blogs will tend to be read and people will join up as subscribers..

Good design will make it easily recognised as one of yours.

It will link conveniently to pages on your website. Its content will be optimised and contain your keywords; most importantly, its content will be original and of genuine interest.

Individually and corporately, Kalexiko professionals are already part of the blogosphere. Here's the absolute basic advice: you're in a blogging community, so take part — be a reader, a commenter, a listener and a recommender, as required. Write good content. Respond quickly to comments, queries and rants; then respond again later with learning — by meeting your readers' needs better through this or a more appropriate medium. Real communication is a messy affair.