Vol.3: Background of Writing the Blog Article Series

This is the Vol.3 of "Future Direction of Internet and Web 2.0 Marketing"

Instead of writing about the definition of Web 2.0, clarifying what distinguishes Web 2.0 from Web 1.0 and then about detailed use of Web 2.0 to succeed the previous article, which is "Vol.2 - How Companies are Benefiting from Web 2.0? "

the author decided to first write about why she is doing this, i.e. writing about Web 2.0/Internet in English blog, then go back to write the main issues. This is because when she asked for help to write upcoming articles to her LinkedIn members, among some kind help and offer which she was greatly thankful and impressed, she also had a proposal of “what about writing why you are doing this”. She understood that this kind of information is also what the readers would like to read.

1. Why the author decided to write the series of articles on Web 2.0/Internet marketing

The author has already written about this in the first article, which was the introduction.

Vol. 1 - Introduction
http://megumioyanagi.blogspot.com/2009/09/future-direction-of-web-20-and-internet.html

The trigger of starting writing this series was the fact that the author became a heavy Web 2.0 and social media user this year, and the recent survey results on Web 2.0 usage. She thought it could be a good idea to write about Web 2.0/Internet marketing focusing on use and future trend/direction, which can be applied to (everyday) use in business and private settings. She realized that this could be a kind of follow-up from her MBA thesis as well.

2. Why writing in English

It might be strange for a Japanese author, i.e. native language being Japanese, to write blog articles in English, but it is logical and natural for the author. From her experience of writing a thesis on web, the author is fully aware that most information to be used for this kind of topic would be in English. This means it would be easier to write in English because it would be easier to write in the same language as the source and references as long as the author has sufficient English communication skills. As for the author, she has much experience of writing in English; thesis and reports on assignments for MBA, and at work variety of texts including press releases, internal articles and executive messages/speeches in English and Japanese besides checking web contents and catalogue texts. The fact that most relevant information would be in English implies that the target for the articles would be mostly people who can read and communicate well in English. From all these points, author decided to write in English.

3. Why blog articles

After profound consideration, the author concluded that series of blog articles in not-too-casual style is the best. Considering the objectives and targets, she first thought perhaps some other format is appropriate; however, formal paper would be over the top and also too big a hurdle to start and continue. The author wanted to write more casually. In addition, this kind of topic evolves momentarily and the author preferred something flexible. Thus, the author decided to write blog articles in series, in not-too-casual style.

The author also writes blog articles in Japanese, but the target and objectives is different from English ones and therefore the style is different. Many Japanese blog articles are casual (many are like diary) and her Japanese blog articles are in a casual style as well, in a “talking-to-readers” style, similarly to the e-newsletter with many links to related web contents she has been writing and distributing for more than 5 years.

4. What does writing this blog article series mean to the author

For the author, writing this blog article series is a way of self-expressing her belief and thoughts, and also a way of focusing on her careers. She was originally IT illiterate but changed her role and position to start Internet/web initiatives in March 2001 by job posting system when she was working for her ex-employer, marking a turning point in her career. (Her ex-bosses and colleagues were extremely surprised about this). This was because she “felt” the potential of the Internet and believed that the success of the company and the individual in the new economy of 21st century would be determined by effective use of IT and the Internet technology (together with English communication skill plus strengths/unique skill/competency that can be paraphrased as core competency) in all realms of business and management, regardless of the industry, the organization, the function of the role. It does not necessarily mean that the user of IT and the Internet technology need to know much about the technology itself.

The Internet/web is not only about technology and system engineers, but is a tool/platform for innovation in business and management, and therefore it must be aligned with the overall business and management strategy, meaning it must be effectively mixed with traditional infrastructure, systems and media/channels, based on the clicks & mortar concept. This is why the author has been driving (global) web initiatives AND driving and advocating media mix for online and offline synergy, developing various concepts and frameworks. She believes that this concept should be applied to online business as well because it is very unlikely for any business to be fulfilled in am exclusive online/virtual world

Such of her beliefs has become stronger and stronger although the author’s role had not necessarily been focusing on Internet/web for the past 3 years. And now that Web 2.0/social media has become a hot topic, she strongly believes that it is high time for her to go back to the Internet/web and leverage Web 2.0. The author had a kind of community and relationship concept of social media in mind when she stated in her MBA thesis on web equity that the key for website success would be “stickiness” of the site and retention of web users. The fact that her current employer started to leverage Web 2.0 (e.g. Yammer, a microblogging website) worldwide and she uses it daily is also a wind-wing situation. So she first joined LinkedIn, and started Facebook and Twitter, then Japanese blog followed by English blog. Many of her Japanese blog articles are about how she is leveraging Web 2.0 and social media including simple explanation of Twitter and some tips. But she concluded that leveraging social media vehicles including LinkedIn and Twitter and writing blog articles in English on this topic is good if she is to study and give output professionally to share and utilize in business.


The author hope the above would help readers better understand the background of the series of blog articles.

Should you have any further questions and comments, please let the author know. She would be delighted to know.


The next article is

Vol.4: What is Web 2.0? What Distinguishes Web 2.0 from Web 1.0?
http://megumioyanagi.blogspot.com/2009/10/what-is-web-20-what-distinguishes-web.html