DISCUSSION: Blogs: Strategic Communication in the Blogosphere

COMMENT: Using Blogs Strategically

Submitted by Nedra Weinreich, MS   on 9/16/08 8:56 AM

Hi everyone,

This is a great conversation so far, and I look forward to diving in, but will not be able to until a little later this morning (Pacific time). This intro was supposed to be included as the first post, but didn't make it up apparently, so I'm posting it now:

Welcome to our Web Dialogue on blogging! I will be checking in throughout the day to provide some food for thought, answer your questions and keep the conversation on track (though I will be first able to follow up in late morning Pacific time, so please be patient!). I know that many of the people who have signed up as participants also have extensive experience with blogging and social media, so my hope and expectation is that we will all learn from each other.

To get the conversation rolling, I thought I would place blogs in context with how they can be used strategically. But first, in case any of you are brand new to this topic and are wondering, “What are these blog things, anyway?” you can find an excellent basic introduction here: http://www.problogger.net/archives/2005/02/05/what-is-a-blog....

Blogs can be used in three main ways:

1. To listen – According to Technorati, there are 112.8 million blogs out there. Whether you know it or not, bloggers are probably already talking about the issues you are working on, and may even be talking about their experiences with or impressions of your organization or product. Several tools exist that you can use to easily monitor whenever someone mentions your organization’s name, the issue you address, or other keywords you think are important. Use things like Google Alerts (http://www.google.com/alerts) and Technorati searches (http://lifehacker.com/software/top/technophilia-ten-ways-to-search-...) to get email or RSS updates as soon as a blog or website mentions your keywords.

2. To respond and reach out – Once you know what bloggers are saying, then you can respond to their questions, praise or criticism in the space where they and their readers are most likely to see your answer: on their blogs. By leaving relevant comments in response to those posts, you can engage in a conversation with the bloggers who are talking about your issues on their turf. Blogger outreach also may involve identifying the blogs to which your target audience is most likely to pay attention, and reaching out directly in comments or via email to try to interest bloggers in talking about your organization’s efforts or messages. Here is a guide to getting started with commenting and blogger outreach: http://moblogsmoproblems.blogspot.com/2007/09/how-to-launch-success...

3. To initiate conversations – Your organization can create its own blog to control how you present your message and tell your story (http://www.netsquared.org/blog/britt-bravo/10-ways-nonprofits-can-u...). By establishing an outpost in the blogosphere, people who have something to say to you have a place to do so, and you become a member of the online community rather than an outsider. Blog posts can achieve many different purposes: to put a human face on your organization or issue, to bring readers into the workings of your organization, to highlight your successes and current initiatives, to motivate your audience to change, and to engage in a conversation with the people you are trying to reach.

Now it’s your turn. What questions and ideas do you have about how best to use blogs strategically in your work? What are some good examples you’ve seen of blogs related to health issues or created by health-related organizations? For now, let’s focus on strategy. Later in the day we will talk more about the technical aspects of blogging.