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Overview of social media and blog production, strategies and tactics

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  1. 1. This is a Blog
  2. 2. And This is a Blog
  3. 3. This is a Non-profit Blog
  4. 4. So What Is a Blog? <ul><li>A blog is a Web page containing a journal or diary about any topic. </li></ul><ul><li>Political blogs tend to be a series of small op eds. </li></ul><ul><li>Information is usually read from top to bottom, in reverse chronological order - i.e., most recent post at top. </li></ul><ul><li>Visitors can read and leave comments for the blog’s author or each other. </li></ul><ul><li>Blogs serve many functions: </li></ul><ul><ul><li>Provide regular news updates, but also opinion and analysis. </li></ul></ul><ul><ul><li>Create our own news, traditional reporting. </li></ul></ul><ul><ul><li>Building a community of activists. </li></ul></ul>
  5. 5. Basics of Blog Vocabulary Blog post Blog post Blog Name Comments : Reader feedback Blogger Bio Ads Blogroll : List of blogs/web sites/ links
  6. 6. How Big is the Blogosphere? <ul><li>11%, or about 57 million, of Internet users are regular blog readers (PEW). </li></ul><ul><li>There are about 75,000 new blogs a day (Technorati). 56.4 million blogs exist. </li></ul><ul><li>There are about 1.2 million posts daily, or about 50,000 blog updates per hour. </li></ul>
  7. 7. Just How Big Is Blog Traffic? DailyKos The White House
  8. 8. Growth of the Blogosphere Aug ‘04 150,000 monthly readers Feb ‘05 1.2m monthly readers Sept ‘05 2.4m monthly readers
  9. 9. Who Blogs? <ul><li>Bloggers: A Portrait of the Internet's New Storytellers (July 06) </li></ul><ul><li>39% of Netizens (57m American adults) read blogs </li></ul><ul><li>8% of Netizens (12m American adults) keep a blog. </li></ul><ul><li>Most US blogs are personal journals. Most bloggers do not consider their blogging journalism. </li></ul><ul><li>54% of bloggers are under 30. </li></ul><ul><li>US bloggers are evenly divided between men and women. </li></ul>
  10. 10. Who are the Progressive Bloggers? <ul><li>Top bloggers’ backgrounds: </li></ul><ul><ul><li>Journalists/writers </li></ul></ul><ul><ul><li>Politics </li></ul></ul><ul><ul><li>Law </li></ul></ul><ul><ul><li>Academia </li></ul></ul><ul><li>Top liberal bloggers: </li></ul><ul><ul><li>Markos/DailyKos is a lawyer, military vet </li></ul></ul><ul><ul><li>Duncan/Atrios is a PhD in Economics </li></ul></ul><ul><ul><li>Aravosis/AMERICAblog is JD/MSFS </li></ul></ul><ul><ul><li>Josh Marshall/TPM is a traditional journalist </li></ul></ul>
  11. 11. Who Visits Progressive Blogs? <ul><li>Top 5 progressive blogs get 2 to 3 million daily visitors, with a nationwide audience. </li></ul><ul><li>Median income of typical reader: $80k. </li></ul><ul><li>Median age: 44. </li></ul><ul><li>60% men, 40% women. </li></ul><ul><li>80% college degree, 41% graduate degree. </li></ul><ul><li>80% donated to or volunteered on campaign in 2004. </li></ul>
  12. 12. Why Blogs Work? <ul><li>36% of public trusts mainstream media. </li></ul><ul><li>68% trust “a person like me” over “experts” (personality of the blogger is key). </li></ul><ul><li>Few barriers to participation - simply need a computer and an Internet connection. </li></ul><ul><li>Formerly alienated/isolated individuals find like-minded community. </li></ul><ul><li>Blog readers feel an ownership/vested in their favorite blog - and thus more willing to help/act. </li></ul>
  13. 13. Blogs Matter Because Reporters Read Them <ul><li>“ Ironically, the most fervid blog readers are journalists — the group perhaps that feels most threatened by them.” (PEW/Columbia) </li></ul><ul><li>A 2005 University of Connecticut study found: </li></ul><ul><ul><li>41% of journalists read blogs at least once a week. </li></ul></ul><ul><ul><li>55% say they read blogs as part of their work. </li></ul></ul>
  14. 14. Blog Activism: Cell Phone Privacy
  15. 15. US House Passes Privacy Bill <ul><li>Passed US House on April 26, 2006 vote of 409 – 0. </li></ul><ul><li>From National Journal, Beltway Blogroll, April 26, 2006: </li></ul><ul><li>As reported in my Feb. 14 column, the push to protect phone records had languished until early this year. After John Aravosis of Americablog read an article about the issue, he decided to make cell-phone privacy a pet cause. </li></ul><ul><li>Aravosis first bought his own records to prove a point, then he bought the records of someone who mattered: 2004 Democratic presidential candidate Wesley Clark . That ploy generated lots of publicity and jumpstarted the issue in Congress. </li></ul><ul><li>Three House bills and two Senate measures were introduced within days. House Judiciary approved H.R. 4709 by voice vote on March 2, and Senate Judiciary approved a similar measure, S. 2178, by voice vote the same day. </li></ul>
  16. 16. Path to 9/11
  17. 17. The Blogs Engage
  18. 18. 10 Days Later <ul><li>Actions </li></ul><ul><li>Led by Think Progress and AMERICAblog, blogs </li></ul><ul><li>“ swarmed” the story. </li></ul><ul><li>Traditional media became interested. </li></ul><ul><li>Created an environment in which elected officials felt comfortable speaking out. </li></ul><ul><li>Results : </li></ul><ul><li>ABC/Disney cut 1/2 hour. </li></ul><ul><li>Major PR disaster for network. </li></ul><ul><li>Scholastic backed out of distribution deal. </li></ul><ul><li>American Airlines threatened lawsuit. </li></ul>
  19. 19. AARP and the Blogosphere <ul><li>Should AARP have a blog? </li></ul><ul><li>Answer: It depends. </li></ul><ul><li>The Good: Blogs work to build a community share information; create conventional wisdom/spin. </li></ul><ul><li>The Bad: Loss of control for HQ. </li></ul><ul><li>Campaign-type (Citigroup: Katrina) blogs can be very effective. </li></ul><ul><li>Consider having state players do a local blog. </li></ul>
  20. 20. Working with Blogs <ul><li>The blogosphere is not a monolith. Each blog has its own focus/interests. </li></ul><ul><ul><li>Kos: Elections. </li></ul></ul><ul><ul><li>AMERICAblog: Issue advocacy. </li></ul></ul><ul><li>Top liberal blogs view themselves as partisans: We are Democrats first. </li></ul><ul><li>Liberal blogs tend to be anti-establishment, anti-“DC insider.” </li></ul>
  21. 21. Working with Bloggers <ul><li>Treat bloggers as potentially friendly journalists. </li></ul><ul><ul><li>Get to know them before you trust them. </li></ul></ul><ul><ul><li>Some are more trustworthy/interested in helping than others. </li></ul></ul><ul><ul><li>Each has a different specialty, area of interest. </li></ul></ul><ul><li>Caveat: Blogs don’t operate under the same rules as journalists. </li></ul><ul><ul><li>“ Off the record” may not mean anything to a blogger. </li></ul></ul>
  22. 22. How to Reach Out to Bloggers <ul><li>Send them your original content. </li></ul><ul><ul><li>High-profile campaigns. </li></ul></ul><ul><ul><li>“ I gotcha” moments. </li></ul></ul><ul><ul><li>Partisan material (targeted). </li></ul></ul><ul><ul><li>Not press releases. </li></ul></ul><ul><li>Several blogs (DailyKos, Huffington Post, TPM Café, and soon AMERICAblog) accept blog posts from a wide range of writers. </li></ul><ul><li>Advertise your activism on blogs. </li></ul>
  23. 23. This is the Old Boss
  24. 24. This is the New Boss
  25. 25. This is the Other New Boss