iabc new orleans - blogging leadership
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SOCIAL MEDIA FOR COMMUNICATIONS
LEADERSHIP
Presented by Lizzy Caston, VP of Communications, IABC NOLA
September 22, [email protected]
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.
SOCIAL MEDIA REFRESHER
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 period1,750,000 – number of RSS subscribers to TechCrunch, the most popular Technology blog (January 2009)77% - percentage of active Internet users who read blogs
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
ANOTHER BIG REASON…
S.E.O – Helps People Find You, Your Clients, Your Business, Your Services
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!
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/
A BLOG IS NOT A “BLOG”
It’s Journalism, Not a Thesis!
•Snappy headers and ledes •Who, What, When, Why, How•Links are your friends
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
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
Group Blog or Solo?
GROUP:Strength in NumbersSome Already Have Readers/ReachMight want Business SpecificLess Pressure to Blog More
SOLO:Individual Brand RecognitionAutonomySEO Reasons
DOES MY URL MATTER? YES
TIP: YOU CAN CROSS POST ON OTHER WEBSITES!
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
MORE EXAMPLES
http://tommartin.typepad.com/positive_disruption
EVEN MORE EXAMPLES
LET’S DO A BLOG POST!
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
RESOURCES
http://nola.iabc.com/
PLEASE SEE THE IABC NOLA WEBSITE FOR A LIST OF RESOURCES