Blogging and Expert Image
Kataja, Timo (2017)
Kataja, Timo
Haaga-Helia ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017111016892
https://urn.fi/URN:NBN:fi:amk-2017111016892
Tiivistelmä
This thesis seeks to find out what kind of blog content is efficient in building an image of ex-pertise for the author of the content. The question is relevant to those considering blogging as a medium to improve their expert image. The research is written as a case study, using my own blog posts, online analytics and an online survey as research data.
In the scope of this thesis is specifically image of expertise for individuals blogging. Things like accumulation of skill will not be discussed. Distribution channels, corporate publications, business aspects of blogging, etc. are outside the scope.
First there is a theoretical literature review and construction of a scoring card for attributes of content, to build an assumption of what kind of content is efficient in both building expert image and being popular with readers. That scoring method is used to assess a selection of blog posts, and finally the assessments are verified against results from online analytics and an online survey posed to a group of regular readers of the blog.
The research resulted in finding correlation between the scoring card created from theoreti-cal review and the real-world results.
In the scope of this thesis is specifically image of expertise for individuals blogging. Things like accumulation of skill will not be discussed. Distribution channels, corporate publications, business aspects of blogging, etc. are outside the scope.
First there is a theoretical literature review and construction of a scoring card for attributes of content, to build an assumption of what kind of content is efficient in both building expert image and being popular with readers. That scoring method is used to assess a selection of blog posts, and finally the assessments are verified against results from online analytics and an online survey posed to a group of regular readers of the blog.
The research resulted in finding correlation between the scoring card created from theoreti-cal review and the real-world results.