Social Media For Government Blogging 101 Presentation

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Blogging 101 Presentation from the Social Media for Government Conference in December in Washington, DC.

Blogging 101 Presentation from the Social Media for Government Conference in December in Washington, DC.

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Transcript

  • 1.  
  • 2. The buzz about blogs A blog is simply a user-generated website where entries are made in journal style
    • Blogs..
    • Provide a tool for free expression
    • Generate on-line communities of people with similar
    • interests
    • Can help you with public relations and lead generation
    • Are used as a source of news and information
  • 3. Government use of RSS, blogs, wikis, and podcasts is exploding The rise of the online community means the relationship between the government and the people is shifting radically
    • Social media democratizes the discussion by allowing the public to comment
    • Members of congress, cabinet members and agency leaders are directly engaging with their constituents on a regular basis
  • 4. Blogosphere & Culture Blogging is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversations.
    • Blog readers seek out transparency
    • Successful bloggers consistently provide value through relevant content
    • Advertising or self promotion are frowned upon
    Blogging is about real people sharing their personal experiences and insights, and engaging others in thoughtful conversations.
  • 5. Is blogging right for your organization?
    • Do start a blog to improve communication
    • Do integrate your blog with existing strategies
    • Do an assessment to determine if you even need/want a blog
    • Don’t start a blog just to say you have a blog
    • Don’t start a blog on a whim
    • Don’t start a blog just because someone says you need one
    Do’s Don’ts
  • 6. So You Want to Start a Blog
      • Get to know the blogosphere
      • Identify your goals/objectives
      • Identify your community
      • Develop content strategy
      • Determine who will be blogging
      • Work with your IT department
      • Set up blogging guidelines
      • Develop evaluation metrics
      • WRITE WRITE WRITE
      • Grow and sustain your audience
  • 7. 1. Get to know the blogosphere
    • Read similar blogs
    • Get to know the blogging culture
    • Know your audience
    • Understand blogging
    • Suggested readings:
      • Cluetrain Manisfesto
      • Now is Gone
      • Groundswell
  • 8. 2. Identify your goals and objectives
      • Ask Yourself ...
      • Why do you want a blog?
      • What do you want to accomplish?
      • What is your message ?
      • Will your blog help you with your organization objectives ?
  • 9. 3. Identify your Community
    • Determine if your community is internal, external, or both
    • Understand your target audience
    • Know their value
    • Identify other relevant blogs and members of the community you are trying to reach
    • Participate in the community
  • 10. 4. Develop Content Strategy
    • Develop content that draws an audience
    • Build your brand and demonstrate expertise
    • Remember that you are a human being
    • Set and manage expectations
  • 11. 5. Who’s the Blogger?
    • Will it be written by you?
    • Will it be written by a group with multiple authors?
    • Tone – choose a tone that is appropriate to your audience
    • Who can write in a style that initiate an honest conversation with your audience?
    “ It’s better to free a blogger than try to create one”
  • 12. 6. Work with your IT Department
    • What features do you want/need?
    • Who is you current web hosting provider and administrator?
    • How will the blog integrate into existing website?
    • What type of security do you need – inside or outside of the firewall?
    • Who will be the blog administrator?
  • 13. 7. Set a blogging guidelines
    • Are you ready for open and transparent feedback?
    • How will you react to comments and customer blog posts?
    • Will comments be moderated?
    • Who will be the moderator?
    • Will users have to register?
    • Will anonymity be allowed?
  • 14. 8. Develop evaluation metrics
    • What’s the ROI of blogging?
    • What does success look like?
    • How will you measure that?
    • Do you need any technical evaluation tools?
  • 15. 9. WRITE WRITE WRITE
    • Write as often as you can
    • Set aside regular blogging time
    • Don’t get discouraged
    • Enhance existing communication processes
  • 16. 10. Grow and sustain your audience
    • Promote your blog in other communication
    • Identify and leverage champions
    • Respond to comments
    • Embrace criticism and respond to it
    • Comment on others’ blogs
    • Take Action
  • 17. Blogs are here to stay
    • 346 million WW read blogs
    • 94.1 million US blog readers in 2007
    Source: Universal McCann (March 2008) , eMarketer (May 2008) The number of those who read blogs at least once a month has grown 300% in the past four years