The document discusses using a blog as part of a social media strategy. It notes that a blog can be a hub for social media by providing personal, timely content that engages supporters to interact and share. This builds the brand and improves search engine results while building a subscriber list. The document recommends using stories, images, breaking news, opinions, and calls to action in blog content. It also provides best practices such as inviting and moderating comments, using a simple branded design, encouraging sharing, and including images and keywords for search optimization. Finally, it briefly describes the Blogger platform and notes it is less robust than WordPress options.

1. Content Creation:
The Blog
Tool: Blogger
J. Morlock

2. Why blog?
Can be hub of social media strategy
Personal, fresh, timely content
Engages supporters to comment,
interact, share
Builds your brand

3. Content to share on twitter, facebook,
e-news
Improves search engine results
Builds subscriber list, number of
followers
Another source of data about your
social media (from the blogging
platform)
Niche in the strategy

4. Content?
Stories and images that convey who
you are and what you accomplish
Breaking news
Point of view, opinion
Calls to action
Share expertise

5. Best practices
Invite comments, and moderate
wisely
Simple design, branded for your org
Encourage sharing
Use image with each post
Name blog and use keywords with
search engine optimizing in mind
Link posts to breaking news

6. Tool: Blogger
Launched 1999; purchased later by
Google
Integrated with other Google tools:
AdSense, Blog This!—post from
mobile, from email, from camera
Not as robust a platform as
Wordpress.com or Wordpress.org

7. The Blog
J. Morlock