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The buzz about blogs A blog is simply a  user-generated  website where entries are made in  journal style  <ul><li>Blogs.....
Government use of RSS, blogs, wikis, and podcasts is exploding The rise of the online community means the relationship bet...
Blogosphere & Culture Blogging is about  real people  sharing their  personal experiences  and insights, and  engaging  ot...
Is blogging right for your organization? <ul><li>Do start a blog to improve communication </li></ul><ul><li>Do integrate y...
So You Want to Start a Blog <ul><ul><li>Get to know the blogosphere </li></ul></ul><ul><ul><li>Identify your goals/objecti...
1. Get to know the blogosphere <ul><li>Read similar blogs </li></ul><ul><li>Get to know the blogging culture </li></ul><ul...
2. Identify your goals and objectives  <ul><ul><li>Ask Yourself ... </li></ul></ul><ul><ul><li>Why  do   you want a blog? ...
3. Identify your Community <ul><li>Determine if your community is internal, external, or both  </li></ul><ul><li>Understan...
4. Develop Content Strategy <ul><li>Develop content that draws an audience  </li></ul><ul><li>Build your brand and demonst...
5. Who’s the Blogger? <ul><li>Will it be written by you? </li></ul><ul><li>Will it be written by a group with multiple aut...
6. Work with your IT Department <ul><li>What features do you want/need? </li></ul><ul><li>Who is you current web hosting p...
7. Set a blogging guidelines <ul><li>Are you ready for open and transparent feedback? </li></ul><ul><li>How will you react...
8. Develop evaluation metrics <ul><li>What’s the ROI of blogging? </li></ul><ul><li>What does success look like? </li></ul...
9. WRITE WRITE WRITE <ul><li>Write as often as you can </li></ul><ul><li>Set aside regular blogging time  </li></ul><ul><l...
10. Grow and sustain your audience <ul><li>Promote your blog in other communication </li></ul><ul><li>Identify and leverag...
Blogs are here to stay <ul><li>346 million WW read blogs  </li></ul><ul><li>94.1 million US blog readers in 2007 </li></ul...
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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.

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Transcript of "Social Media For Government Blogging 101 Presentation"

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

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