Good Question. A Web Log (or Blog for short) can be many things, from an online personal diary to a mega-brand builder.

• It’s a conversation starter.
• It’s a destination.
• It’s news,
• It’s facts,
• It’s dialog.
• But above all, a blog gets people involved.

And that means more loyalty from customers, more exposure to new audiences, and the ability to get your message out to the people who are most likely to spread it for you. You’ve no doubt heard of viral marketing (the idea that certain people are “sneezers” who spread the “ideavirus” far and wide when they really like something)…well a Web Log is the vector, the point where sneezers can first be exposed to the message you want them to spread.

Think of it! Hundreds or thousands of visitors to your company’s blog hear and read the information you want them to spread, and then they go out and spread it to the world! That’s power! That’s a huge return on a minimal investment. That’s a Web Log!

(Want an example? This is a blog, and you can sign up to find out about new items when we add them by subscribing to our email alert list in the column on the right, or by using RSS, which is explained here.)

RSS stands for Really Simple Syndication, and it’s one of the most exciting things to happen in web technology. It is just breaking into the mainstream, but web sites who have implemented it early are already experiencing huge benefits. So what is it?

• RSS allows visitors to automatically subscribe to all the new content on your web site or blog with the click of a button. It’s that easy! No more email, no more unwanted messages cluttering up the inbox.
• RSS requires that the subscriber has a feed reader, which is software that goes out to the web and checks on all the web sites in the reader’s subscription list, and looks for new content. When it finds it, it alerts the computer user that there is new information on one or more of the web sites he has subscribed to, and then displays it when the user wants to see it. Imagine being able to push out updates and product announcements, or schedule changes or other important relevant information without sending out one single email!
• Web browsers like Firefox and IE7 come standard with an RSS feed reader, and there are many more standalone products as well, such as my favorite, Google Reader.

How could your web site or blog benefit from this technology? Could you use it to tell loyal customers when you are having a sale (before anyone else knows?) What about alerting people when a new product ships? How about telling customers when there’s news that could benefit them?

I’m glad you asked this question because I’m probably more excited about the potential of this new media opportunity than any other!

Podcasting is a combination of an internet broadcast with RSS delivery. In other words, if someone creates an audio series, and they publish it on a web site equipped with RSS, then anyone can subscribe to the feed and automatically get the new audio files when they are released. It’s sort of like setting the VCR or TiVo to record your favorite show for you, so you can listen or watch at your convenience. Listeners can listen on a computer, laptop, or an iPod or other digital media device. It works with video, and eBook content as well!

Because the vast majority of US internet users now have broadband internet connections at home or at work, guess what kinds of files types have become the most popular? If you are thinking mp3 and video files, you’re right! Imagine if your business offered audio/video content to visitors. Imagine if they could subscribe via RSS to know the moment new content became available for download!

Podcast and audio/video content uses for web sites:

• Audio testimonials
• Video product demonstrations
• Seminars
• Helpful tips, hints and advice for frequently asked questions
• Extend value to your customers by providing entertaining content in relevant subjects, and win their loyalty for life!
• Give your visitors something to spread for you by letting them send an email link to the podcast or online video.
• Establish yourself as an expert in your field by podcasting helpful information to people hungry for answers.
• Overcome poor image or reputation as an employer by providing audio endorsements from happy employees on your hiring web page.
• Encourage participation in a web-based contest
• Advertise in dozens of free podcast directories, including iTunes!

The creative uses are endless, and Harkins Creative just loves to find new ways to capitalize on this opportunity. Let us know about your project, and we’ll be happy to put our creative minds to the task.

Here’s an example of a podcast you can play right now!