Social Media For Government Blogging 101 Presentation

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

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

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.

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

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

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

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 ?

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

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

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”

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?

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?

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?

9. WRITE WRITE WRITE
Write as often as you can
Set aside regular blogging time
Don’t get discouraged
Enhance existing communication processes

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

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

Social Media For Government Blogging 101 Presentation

by Steve Radick on Dec 01, 2008

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Social Media For Government Blogging 101 Presentation — Presentation Transcript

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