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A blog is an informational website or a discussion published on the World Wide Web that consists of informal diary-style posts by a single or multiple authors. Multi-author blogs from media outlets, newspapers, think tanks and advocacy groups contribute significantly to blog traffic. Some blogs can provide a commentary on a particular subject such as politics, sports, etc., while others can function as personal diaries or act to advertise a company or brand. Companies use blogs to enhance the organizational culture, communication and employee engagement. They also use them as a tool of marketing, public relations and branding. Most blogs are text-based but they can also feature photographs, art, videos, music and audio. They can be classified into personal blogs, group blogs, political blogs, travel blogs, vlogs, reverse blogs, etc. This textbook unfolds the innovative aspects of blogging, which will be crucial for the holistic understanding of this Internet tool. It also explores all the important genres of blogging and their importance in the modern scenario. Those with an interest to start a blog or make a successful career in blogging will find this book full of crucial and unexplored ideas.
