IABC New Orleans - Blogging Leadership

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IABC New Orleans - Blogging Leadership

  1. 1. Presented by Lizzy Caston, VP of Communications, IABC NOLA September 22, 2010 Lizzy.caston@gmail.com
  2. 2. SOCIAL MEDIA REFRESHER Social media uses web based technologies to transform and broadcast media monologues into social media dialogues… A common thread running through all definitions of social media is a blending of technology and social interaction for the co-creation of value.
  3. 3. SOCIAL MEDIA REFRESHER
  4. 4. WHO CARES? STAGGERING FACTS ABOUT SOCIAL MEDIA IN 2010 346,000,000 – number of people globally who read blogs (comScore March 2008) 900,000 – average number of blog posts in a 24 hour period 1,750,000 – number of RSS subscribers to TechCrunch, the most popular Technology blog (January 2009) 77% - percentage of active Internet users who read blogs
  5. 5. WHY PARTICIPATE? If You Aren’t Participating in Social Media, You Aren’t Fully Participating in the Communications Profession •Skills and Educational Development •Leadership, Community Trust, Authority •Job Hunting, Recruitment •Crises Management, Community Outreach & Management •Client Management, Reputation Management •Successful PR and Media Placement/Pitches •Customer Service, Customer Retention Management •Client Lead Generation •Marketing, PR, Advertising, Journalism,…All Use Social Walk the Walk, Don’t Just Talk the Talk
  6. 6. ANOTHER BIG REASON… S.E.O – Helps People Find You, Your Clients, Your Business, Your Services
  7. 7. BUT SOCIAL ISN’T THE “MAGIC BUTTON” •Another set of tools and tactics in the communications “toolbox” •It’s still about messaging, relationships, listening, interacting •AND…It’s still all about the strategy, execution, and management!
  8. 8. HOW TO BLOG? •Decide why you want to blog •Pick the subject •Define the audience you are writing for •Decide what you are willing to invest •Define a publishing and editorial plan •Follow publishing rules – be regular, be disciplined, be consistent, be professional •Don’t be afraid to experiment •Stay objective. Avoid politics, avoid personal gripes (but a little controversy can be very good) •Don’t be Cheezy McSleazy, Don’t react --- respond instead •Define how you want to promote your posts http://www.reinhartmarketinggroup.com/support/tips-how-to-write-a-professional-blog/
  9. 9. A BLOG IS NOT A “BLOG”
  10. 10. It’s Journalism, Not a Thesis! •Snappy headers and ledes •Who, What, When, Why, How •Links are your friends
  11. 11. TYPES OF BLOG POSTS •Industry News, Book and/or Article Reviews •Best Practices •Case Studies •***A Problem, Controversy, Call to Action, Dilemma*** •Client or Prospective Client Profiles •Highlight, Feature Other Leaders, Members, Communications Pros •Events, Event Recaps •Best of Lists •Industry Trends
  12. 12. THE RULES OF ENGAGEMENT •Read and comment on other blogs – converse, don’t just broadcast •Develop clear blogging, commenting, moderating policies •Respond, but don’t react. Don’t feed the trolls! •Consider the ACT of blogging just as important as the words •Have a passion for what you write about •Learn blogging best practices •Learn FTC and other important legal rules about blogging
  13. 13. Group Blog or Solo? GROUP: Strength in Numbers Some Already Have Readers/Reach Might want Business Specific Less Pressure to Blog More SOLO: Individual Brand Recognition Autonomy SEO Reasons DOES MY URL MATTER? YES TIP: YOU CAN CROSS POST ON OTHER WEBSITES!
  14. 14. WHEN NOT TO BLOG •If you aren’t committed to regular posts over a 6 – 12 month period •If you feel like you have nothing to say •If you don’t care about your subject •If you don’t read other blogs/online media •If you don’t like seeing comments about your work •If you don’t want to be honest, ethical, transparent •If your workplace has policies against blogging
  15. 15. EXAMPLES http://chicago.iabc.com/
  16. 16. MORE EXAMPLES http://tommartin.typepad.com/positive_disruption
  17. 17. EVEN MORE EXAMPLES
  18. 18. LET’S DO A BLOG POST!
  19. 19. PROMOTING YOUR POSTS http://vandelaydesign.com/blog/blog-promotion/99-ways-to-promote-your- blog-for-free/ •Social Media: Twitter, Facebook, LinkedIn, your own social networks •Emails to your contacts, include in your e-newsletters •Industry blogs, business blogs, professional associations – cross postings •Blog Listings: Digg, del.icio.us ,StumbleUpon, Reddit, RSS •Write an occasional industry article for magazine, online •Presentations at conferences, Cross blogging at conferences
  20. 20. RESOURCES http://nola.iabc.com/ PLEASE SEE THE IABC NOLA WEBSITE FOR A LIST OF RESOURCES

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