The elements of blogging : expanding the conversation of journalism / Mark Leccese and Jerry Lanson.

INTRODUCTION: Why Blog? * The changing blogging landscap * Who blogs and how * Blogs can be about almost anythin * Why expertise matter * Why audience matters CHAPTER 1: Anatomy of a Blog Post * Finding a blog-worthy idea * Gathering information (with links!) * Writing a draft * Rewriting, tweaking and other improvements * Headlines, visuals, summaries * Making the text look inviting * Links and more links * Telling the world about your post * Chapter comments (linked to website) CHAPTER 2: Two Models: Reporter Blogger vs. Op-ed Blogger * What kind of journalist do you want to be? * How to blog effectively * The basics of writing and reporting a news blog (being a reporter, organizing and writing your reporter blog post, the lede, the body) * Blogging your opinions * Tips for writing a strong opinion blog post * Reflective assignment & exercise * Chapter comments (linked to website) CHAPTER 3: Getting Started * Choosing a blog topic (why a niche matters) * Naming your blog * Checking out the competition * Where to get ideas, find resources to tap regularly (social media, hub blog communities, finding experts) * Establishing a focus (carrowing your topic, writing a focus statement, outlining to help organize, looking ahead instead of behind * Finding and using links (getting to the original source, giving varied views) * Building an audience (the importance of regular posts, varying your pace, keeping a reserve file, pushing out, Rome wasn't built in a day: Be patient) * Chapter comments (linked to website) CHAPTER 4: Blogging as rap * The pleasure of playing with words * Let's get loose: Stretching exercises * Hearing the written word (varying cadence and pace, alliteration, sibilance and all that linguistic rhythm, reading your work out loud) * Small scenes can deliver big stories * How to find your voice (the right tone for your subject; different blogs, different voices; how the pros establish a voice) * Chapter comments (linked to website) CHAPTER 5: Striking up a Conversation * Giving your readers their say * When to engage those who comment - and how * Dealing with spammers, bots and other headaches * Chapter comments (linked to website) CHAPTER 6: Why Headlines Matter * Two seconds and they're gone * Clear and direct trumps clever * Why keywords count * The elements of good headlines (specificity, S-V-O, watch for multiple meanings, look forward, tell it with a twist, bad breaks, on deck [how second decks supply more news]) * Chapter breaks carry the reader forward * Chapter comments (linked to website) CHAPTER 7: Beyond Words * Words aren't always best: Choosing the right medium * Picturebook: Telling a story with a photo blog (one picture can be an entire story, words and cutlines working together, slideshows) * I am a radio station: Podcasts (choosing a recording device, natural sound, sound and the imagination) * Some of this, some of that: tumbleblogs (how media can complement one another, each element is its own story, choosing the right media) * TV Reality: Video blogs * Chapter comments (linked to website) CHAPTER 8: Making Universal Connections with Stories of Everyday Life * Inventorying your own life * Thinking small * The power of universal connections * Be a character in your own story * A little humor can go a long way * Chapter comments (linked to website) CHAPTER 9: On the Road Again: The Travel Blog * Gathering string (connections can take time to sort) * Using the senses to take readers with you * Write about a place through its people * Don't be breezy, be specific * Using dialogue to tell story * Simple stories work best * Take lots of pictures: People like to see things * Chapter comments (linked to website) CHAPTER 10: Blogging about Politics and Journalism * Read a lot and mix up your reading * Find a place to stand * Build a single, strong argument * How to structure an argument * Show your readers where your facts came from * Be a voice, not an echo * Chapter comments (linked to website) CHAPTER 11: Consider This: Advice and Reviews * Remember the three S rule: Be succinct, simple and sincere * This is your show: Don't be afraid to offer an opinion * Do base that opinion on facts * Incorporate other experts and (once again) link like crazy * Mix advice and demonstration * Build your own club * Chapter comments (linked to website) CHAPTER 12: Building your blogging brand * Picking a name that resonates * Twitter, Facebook, LinkedIn and who knows what's next * Johnny Blogseed: Wherever you go, spread your blog * You're not just a blog, you're a person * From pixels to ink: Getting your posts published in old media * Chapter comments (linked to website) CHAPTER 13: Looking ahead * Going mobile * New tools for bloggers - and followers * Growing by collaborating * Subscription blogs * The supremacy of quality * Chapter comments (linked to website) APPENDICES: Two bloggers & their work