Tina

Tina began by providing a definition of blog/blogging. It's essentially a journal online.

3 points to focus:

1. how to use blogs to work with clients?

2. what are the benefits for the organization?

3. how can blogs help PR and marketing?

For clients:

- personal blogs are like their online portfolios, thus requiring long-term commitment

- self-marketing

- requires good writing skills

For organizations:

- org learning blog / sharing knowledge and expertise

- internal info blog

- use blog for training

(Tina asked for feedback and comments at this point)

- colleagues to help one another in learning by sharing their thoughts

- use blogs to post resources and information as a way to reduce the flow of emails

For PR/marketing:

- helps search engines ranking if the blog is ACTIVE

- timely, dynamic, useful content for clients

- showcasing org accomplishments - establishing credibility

- content should be valuable for clients, not just for promoting the organization - "sticky" content

Some considerations:

- be very cautious about the content - it's your organizational publication

- know your reader

- be precise and concise - "byte-sized" content for easy reading

- what's your niche - what's unique about the content

- continuity of the blog requires staff training and succession strategy

- takes time - capacity of staff

- learning curve - also takes time

- maintain an organizational voice

- be careful with privacy and confidentiality

- be truthful in your content

Major tools:

- WordPress

- Typepad

- Blogger