Social media

Blogs

The term ‘blog’ refers to a web log or type of online journal. Like a journal, blogs are usually updated regularly, more frequently than a website. Blogging software makes it easy to quickly publish content online and for readers of your blog posts to comment on the information you publish and respond to you and other readers.

Most successful blogs consist of a regular flow of new and relevant posts to keep people coming back. They also include tools such as RSS feeds which automatically notify people about new posts and keep them reading and engaging with the blog.

Instead of just posting relatively static information about your organisation and its activities, products or services (as you may choose to do for your website), blogs are often used as an informal means by which to share information related to your organisation, issues of interest to your products and services or core mission, your service delivery, techniques or social responsibility areas. Sharing interesting and valuable knowledge, educational information or participating in wider debates is a way to build your organisation’s credibility and audience engagement.

Logos of some examples of popular blogging platforms

You can keep a post relatively short and to the point, while the writing style tends to be informal and conversational. Although blogs primarily offer one-way communication (that is, you publish blog posts), it is common practice to allow readers to comment on those posts. To promote engagement, it is best practice to read and respond to comments, where appropriate. You may also want to consider how to manage the expectations of people posting comments to your blog. The issues discussed about moderating an online forum also apply when considering moderating a blog.

You can incorporate a blog into your own website or intranet, or you can use one of the hosted online solutions available. To explore some popular blog sites visit WordPress, Blogger or Tumblr.