![Page 1: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/1.jpg)
Web 2.0 and Social MediaBusiness in a Connected World
© McHaney and Sachs 2016 Applications of WordPress
![Page 2: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/2.jpg)
Powerful tool
Helps a business get its message into the world
Allows business to provide news to its stakeholders
Material accessible to everyone immediately
Material remains in original words of the writer
Some organizations use blogs to communicate press releases, others use blogs for voice of internal entities such as marketing, research and development, production, or upper management
WordPress Blogs
![Page 3: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/3.jpg)
• Wide variety of blog uses has resulted in the deployment of numerous options and tools
• Community of WordPress users has provided many ways of customizing and organizing blogs
• Because of parallels to traditional press releases and a desire to promote a wider content distribution, a system for blog syndication has been developed
WordPress Blogs (Continued)
![Page 4: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/4.jpg)
Press the ‘Create Website’ button to begin the process.
Visit WordPress.com and Get Started!
It is also possible to develop a blog directly on the WordPress website. This example installation takes that approach.
![Page 5: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/5.jpg)
General Purpose of WordPress Site
WordPress works in a variety of application areas for your blog.
![Page 6: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/6.jpg)
More WordPress Site Creation
WordPress drills down into more specifics for your application.
![Page 7: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/7.jpg)
Some are free and others must be purchased. We will add one to the blog later.
Explore Over 200 Themes
![Page 8: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/8.jpg)
Some are free and others must be purchased (or you can use an existing one you own).
Obtain Domain Name
![Page 9: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/9.jpg)
Purchase through WordPress if desired.
Obtain Domain Name (Continued)
![Page 10: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/10.jpg)
Purchase or use a free option.
Obtain Pricing Plan
![Page 11: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/11.jpg)
Create and Verify Account
![Page 12: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/12.jpg)
We have covered basics for obtaining a WordPress blog account, starting a blog, and selecting a theme. The blog can be further customized with options and features specific to the needs of a business.
Customization
![Page 13: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/13.jpg)
Enter WordPress Content Management Area
![Page 14: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/14.jpg)
Prior to customization
Customizing WordPress Blog
![Page 15: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/15.jpg)
Configure WordPress Reader to view other blogs and their updates
Customizing WordPress Blog
Tabs on this page provide tools for reading posts written by other WordPress bloggers (e.g. Read Blogs, Freshly Pressed, and Topics). Also, a tab for New Post provides links to information about WordPress and its community of users
![Page 16: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/16.jpg)
Go to My Site to customize your blog! Then visit Themes.
Customizing WordPress Blog
![Page 17: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/17.jpg)
Default Appearance
Customizing WordPress Blog
![Page 18: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/18.jpg)
Start to modify page.
Customizing WordPress Blog
![Page 19: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/19.jpg)
Getting a nice, free theme that matches your site strategy.
Customizing WordPress Blog
![Page 20: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/20.jpg)
Selection of Argent Theme and how it looks on the site initially.
Customizing WordPress Blog
![Page 21: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/21.jpg)
Most themes have customization options after being selected. Make your blog unique!
Customizing WordPress Blog
Most themes provide options for customization including selection of a header image, font and style choices, and different ways of arranging the widgets.
![Page 22: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/22.jpg)
Blog header image can be changed and modified.
Customizing WordPress Blog
Customizing has the direct benefit of making a business site unique. Each WordPress theme may have thousands of adopters. Adding features that further business goals is crucial in creating a unique sense of identity
The Connections theme allows a user to customize the blog header, image, and style. Some themes permit this and others do not. Additional theme customization options may include: background image, background color, header text, font color, and other style choices.
![Page 23: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/23.jpg)
Theme may have pre-installed images. However, for a truly custom appearance,upload a unique image. Investigate a site of open content images (such asCreativeCommons.org or appropriately licensed material at Flickr.com). Or, photoscan be taken with a digital camera.
Customize theme header
Customizing WordPress Blog
![Page 24: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/24.jpg)
http://search.creativecommons.org/
Customize theme header
Get Images from Creative Commons
![Page 25: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/25.jpg)
A photo can be added to the blog to create a custom header
Adding Custom Image to Header
![Page 26: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/26.jpg)
The uploaded image is larger than the header size. WordPress provides a tool to crop it. After selecting the desired portion, click Crop Header to ensure selected part is displayed on the blog.
Customize theme header
Crop Header Image in WordPress
![Page 27: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/27.jpg)
Customize theme header
After Cropping Image
![Page 28: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/28.jpg)
The wrong font color can result in words that are not visible on the image
Customize theme header
Carefully Choose Header Font Color
![Page 29: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/29.jpg)
MS-Paint or other graphic editor can be used to add desired text with more visibility.
Customize theme header
Alternate: Edit Image Outside of WordPress
![Page 30: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/30.jpg)
Customize theme header
Review Finished Graphic Header in Blog
![Page 31: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/31.jpg)
Customize theme header
Disable ‘Display Text’ option to Stop WordPress from Overlaying Header Text
![Page 32: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/32.jpg)
Customize theme header
Header Image Can Also Be From Local Hard Drive (Your Own Photo)
![Page 33: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/33.jpg)
Customize theme header
Header Font Customized
![Page 34: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/34.jpg)
Customize theme header
Image Background and Other Options Set
![Page 35: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/35.jpg)
Customize theme header
WordPress Provides Background Image Options
Image can be uploaded and used for background. Settings permit it to be tiled or displayed according to particular criteria.
![Page 36: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/36.jpg)
Alternate way to customize page background:
Selecting hex color value for solid background.
Navigate to: Select a Color which opens a color wheel with a large number of choices.
Customize theme header
WordPress Permits Background To Be Set As A Color
![Page 37: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/37.jpg)
To access these settings from a theme perspective, navigate from the Customize Theme Dashboard to ‘Site Identity’
WordPress General Settings Customization
![Page 38: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/38.jpg)
General settings include site title, tag line (the subheading found under the title), language, time zone, date format and more.
WordPress General Settings Customization
![Page 39: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/39.jpg)
An icon to represent your blog in people’s browsers and on other Web sites.
Creating a Blog Icon or Blog Avatar (Blavatar)
![Page 40: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/40.jpg)
Blavatar
![Page 41: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/41.jpg)
• Small add-ons used to interact with other applications and provide features that help build an audience for a blog
• Can show recent Tweets, provide Flickr pictures, show Facebook wall entries, link to articles, and many other things
• Often provided by third-party developers
Widgets
![Page 42: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/42.jpg)
Widget Selection
![Page 43: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/43.jpg)
Widgets usually require configuration. Clicking the down arrow beside the Widget’s name causes a configuration dialog box to appear. This slide shows a Twitter Widget on the sidebar
Twitter Widget
Widget Configuration
![Page 44: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/44.jpg)
Another widget example
Goodreads Widget Selected and Configured
![Page 45: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/45.jpg)
Adding Blog Posts
![Page 46: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/46.jpg)
Text, images, and other items can be added to a post.
Blog Post
![Page 47: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/47.jpg)
Tags and Categories Added.
Blog Post Published After Tagging
![Page 48: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/48.jpg)
Blog tracks them.
More Posts Added
![Page 49: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/49.jpg)
Look under appearances.
Configure Mobile Options
![Page 50: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/50.jpg)
An ‘About’ page added.
Adding Pages Like A Web Site
![Page 51: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/51.jpg)
For a blog to be successful, it must connect with its intended audience
In business this means potential customers, clients, and other stakeholders
Connecting with search engines and potential viewers.
Sharing Settings
![Page 52: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/52.jpg)
Having social media, news services, and other re-broadcasters pick up your blog feeds is desirable.
Broadcasting to the World
![Page 53: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/53.jpg)
Register with WordPress’s Webmaster tools to ensure posts are indexed by major search engines such as Google, Bing, and Yahoo.
Notice links under the ‘Webmaster Tools Verification’ header.
Webmaster Tools
![Page 54: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/54.jpg)
Blog owner must have account with a UserID and Password for the service. After clicking on the ‘Google Webmaster Tools’ and logging in with GoogleID and password, Press ‘Add a Site’ then copy Blog Address into textbox prompt. This tells Google’s search engine to index the site.
Example: Registering with Google Webmaster Tools
![Page 55: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/55.jpg)
Search engine will require user to add code to Web site to prove ownership
Proof of Ownership
![Page 56: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/56.jpg)
Copy and paste the tag as shown above
Proof of Ownership (Continued)
![Page 57: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/57.jpg)
Paste text into the appropriate textbox. This will ensure Google recognizes the blog and will give owner the ability to review statistics related to the Website.
Proof of Ownership (Continued)
![Page 58: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/58.jpg)
Publicity for a blog should extend beyond search engines. Social media has become an important venue for businesses to meet, connect with, and retain customers. WordPress provides a set of tools for exposing its blogs to social media.
From the Dashboard, navigate to ‘Tools’ and ‘Settings’.
Connecting With Customers
![Page 59: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/59.jpg)
WordPress asks that you authorize connection and then log into Twitter. Once you have supplied a Twitter UserID and Password, the blog will be connected. This means posts on your blog are automatically sent to anyone in your network. In Twitter, Tweets inviting Followers to read the newest blog entries are sent.
Example: Connecting to Twitter
![Page 60: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/60.jpg)
Another WordPress Dashboard section is called ‘Sharing Buttons’. For instance, providing a ‘Facebook’ button will automate the process of sharing a specific blog post with Facebook friends.
Adding Sharing Buttons to Blog
![Page 61: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/61.jpg)
The ‘Theme Options’ selection can be found under appearance on the dashboard menu or by using the buttons under ‘managing themes’.
Share Buttons More Share Buttons
Blog Entry with Share Buttons Enabled
![Page 62: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/62.jpg)
Services Behind the ‘More’ Button
![Page 63: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/63.jpg)
The bottom of the ‘Sharing Settings’ page provides a few more options. Button Style, Sharing Label, whether links open in a New Window and where to show the Share Buttons can all be set
Formatting Share Buttons
![Page 64: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/64.jpg)
Connecting with search engines and social media will help build traffic. To monitor traffic, WordPress provides a “My Stats” tab on the WordPress Login Page.
View Traffic Stats
![Page 65: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/65.jpg)
Configuring a WordPress business blog is very important
An eye-catching Web site is only part of the story
Perhaps the most important task is configuring the site to connect with search engines and customers through social media.
Without the tools provided by a modern tool such as WordPress, a business puts itself at a disadvantage and fails to utilize all the free resources at its disposal.
Appendix B Summary
![Page 66: Appendix B, Web 2.0 and Social Media for Business, 3rd Edition](https://reader033.vdocuments.mx/reader033/viewer/2022051720/587b90de1a28ab4e4f8b5141/html5/thumbnails/66.jpg)
Contact: Roger McHaney, Kansas State University, [email protected]