I've been looking at the examples the folks have shared in the WeAreMedia Module 3: Sharing Your Story Social Media Style, particularly blogs and thinking about questions, strategies, and frameworks that one might think about before getting into the nitty gritty of the tool itself. (We'll be doing the nitty gritty in October)
For some reason, I landed on this excellent post by Nina Simon that categorizes different types of museum blogs. I really like how she has presented the different approaches to blogging. This framework could make a terrific card/training game for blogging workshop, too.
So, I thought I'd take a stab at remixing it for nonprofits. It is a good series of questions and a great rubric.
- What's the purpose of your organization's blog?
- And your organizational web site isn't enough because ...
- Who will write for the blog?
- What is the voice of the blog?
- How often will you post to the blog?
- What happens if something controversial comes up, how does your blog react?
Here's a remix of the approaches mapped to other types of nonprofits:
Blue: Institutional Information Blog
This is a blog that provides information about the organization's programs and services. The content includes announcements, events, program happenings, staff changes, commentary, stories about volunteers or donors, and answers to stakeholder questions. The blogging platform makes it easy for non-technical staff to update a web presence.
Strategy Tip: Get multiple authors to write the blog posts aren't dependent on one person.
Green: Aggregate Content Blog
These blogs distribute news related to the content of the organization. These become the living version of the organization's topic areas and are typically made up of short posts that link to other content sources for
the full story.
Strategy Tip: Become an expert in news gathering and RSS and aggregate content for your niche like no one else.
Lime Green: Community Blog
These are blogs communities or group blogging sites created by a nonprofit that lets their stakeholders blog on their site.
Strategy Tip: You need a community manager and an engagement plan.
Bright Yellow: Specialize Content - Campaign, Event, or Program
These blogs are focused around a specific event, program, or campaign. While they may include organizational information, they primarily serve as a focused source on a particular issue or topic.
Strategy Tip: Bring in subject matter experts to blog for a limited time period.
Light Yellow: Personal Blog
Though this approach is the gold standard for personal professional blogs, it can be adapted for organizations. These are blogs where an individual from the organization or small group of staff offer their personal commentary about their organization, programs, issue areas, or field. It's blog with personality included.
Does your organization's blog fall into one of these categories? If so, share the URL and a lesson learned in the comments below.