Non-profits, businesses large and small, ballot initiative campaigns, and even some political candidates and officeholders (willing to eschew blatant self-promotion) should consider starting Web logs, also known as "blogs."

Updated frequently with "posts" arranged in reverse chronological order, content-specific "speciality" blogs can interlace carefully selected online news and commentary links with the proprietor's views and strategic message. Blogs have a far more attractive and easy-to-navigate feel for the end user, compared to old-fangled online "bulletin boards" or "newsgroups." For the blog site operator, adding new content and links is as easy as 1-2-3, and often, so is the initial blog set-up (see "Start Your Own Blog," below). Blogs also tend to have more linked items built into the "posts" than either a standard Web site, or newsgroup space.

Blogs also have a more distinct personality than a standard Web site, due in large part to the voice of the writer(s). A blog's editorial tone, and its look, feel and content should support your company's or organization's objoctives, but the emphasis should be on value-added professional information, relevant news, views, issues and trends. Regurgitation of corporate Web site promotional copy, or press releases is not appropriate for a blog, and undermines credibility.

Most blogs allow comments by readers, which can be an excellent source of drawing on "digital capital," building community and enhancing dialog. Comment strings can and should be monitored, with offensive or inappropriate comments easily and quickly removed. Commercial comment spammers can be permanently blacklisted by URL fragments and IP addresses in a number of blogging software platforms, including Moveable Type.

As an experienced blogger and professional journalist and communications consultant, Matt Rosenberg can provide strategic expertise, resources, training and ongoing editorial services for your blog. Matt's strategic partners in the Triad Project, a Web services consortium, offer top-notch professional Web design and back-end capabilities, as well.

Following are some informational resources for those considering an organizational or business blog.

START YOUR BLOG

Moveable Type.

eBloggy.

Blog-City.

Blogger.

Ready, Set, Blog.

ADVICE ON BLOGGING

"Start Your Own Blog; Control Your Own Destiny," Interviewing, March 2005.

"How To Post On A Blog" (third section of article), Interviewing, March 2005.

EXPERT INSIGHTS

Global PR Blog Week 1.0 (2004). This conference guide provides links to dozens of online papers on the challenges and opportunities posed to corporations and non-profits by the evolving world of blogs.

Here are some of the papers from Global PR Blog Week 1.0 most pertinent to business and non-profit blogging.

"The New PR: How To Use Your Blog To Get Placements With Key Media Sources."

"Blogs For Non-Profit Orgs."

"Thought Leadership, Evangelism, In Blogs."

"Promotional Benefits That Blogs Can Provide."

And some additional resources.

"Ohio Candidates, Parties Explore Web Logs."

Posted by Matt Rosenberg at February 1, 2005 11:24 AM

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