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IABC New Orleans - Blogging Leadership
1. Presented by Lizzy Caston, VP of Communications, IABC NOLA
September 22, 2010
Lizzy.caston@gmail.com
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.
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. 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
8. 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!
9. 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/
11. It’s Journalism, Not a Thesis!
•Snappy headers and ledes
•Who, What, When, Why, How
•Links are your friends
12. 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
13. 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
14. 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!
15. 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
20. 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
