week 9 – organization and political communication

Agenda

SEO and WP Tips

Practicing what we’ve learned

  • We’ll divide into four groups (perhaps based in part on what you wrote about after Monday)
  • Each group has a scenario and statement of work
  • Groups will report out to the class
  • Someone needs to be the “recorder” who posts a summary of the group’s work as a comment on this post; someone else should be the “reporter”

Scenarios

  1. You work for a not-for-profit organization (not an agency) and your new president wants the organization add a blog to the website. The president is interested in blogging on behalf of the organization but also wants the executive director to blog as well. Your job is to put together a plan to make this happen; you report to the ED.
    • Who might be the audience for the blog?
    • What are the pluses/minuses of having the blog be self-hosted (integrated with your website) versus externally hosts (like WordPress.com)? Make and explain your recommendation.
    • How do you develop a publishing schedule? What can you do to coordinate the postings of the two organization leaders? How does the content change depending on the people who write for the blog? Should there be more voices than these two? Why?
    • What kinds of policies do you need to have in place regarding content?
    • How will you promote your blog?
    • What other considerations should be included in your report?
  2. You work for a corporation that sells products at retail; your new boss (the VP of marketing) has decided the company needs a blog. You’ve been told to create one. Where do you start? What do you do?
    • Who might be the audience for the blog?
    • What are the pluses/minuses of having the blog be self-hosted (integrated with your website) versus externally hosts (like WordPress.com)? Make and explain your recommendation.
    • How do you find people to write for the blog? Or should there be only one author? If there are multiple authors, how do you make it clear who is talking? How does the content change depending on the people who write for the blog?
    • What kinds of policies do you need to have in place regarding content?
    • How will you promote your blog?
    • What other considerations should be included in your report?
  3. You work for a local politician who is going to run for a new office (one up the ladder, so to speak). You are trying to incorporate blogs and other forms of social media into the campaign.
    • What are the pluses/minuses of having the blog be self-hosted (integrated with your website) versus externally hosts (like WordPress.com)? Make and explain your recommendation.
    • How do you decide who writes on behalf of the candidate? Or does only the candidate write? If there are multiple authors, how do you make it clear who is talking? How does the content change depending on the people who write for the blog?
    • What kinds of policies do you need to have in place regarding content?
    • How will you promote your blog and social accounts?
    • What other considerations should be included in your recommendation?
  4. You work for an appointed state government agency executive. It’s 2013 and there’s a new governor; your boss has worked in this field but was just appointed to this position. You are trying to figure out what to do with a dormant blog.
    • Who might be the audience for the blog?
    • What do you do with the old content? Do you stay with the current hosting system (externally hosted on WordPress) or do you integrate the blog with the agency website? Why?
    • How do you tap people to write for the blog? Or should there be only one author, the exec? If there are multiple authors, how do you make it clear who is talking How does the content change depending on the people who write for the blog?
    • What kinds of policies do you need to have in place regarding content?
    • How will you promote your blog?
    • What other considerations should be included in your report?

Project Time

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5 Comments

  1. Scenario 4:

    1) The audience would be the constituency.
    2) We would first evaluate the content to see if it aligns with the policy and opinion with the new official. Then make any relevant changes necessary. We thought it’d be best if the blog is integrated into the agency website since the blog was dormant before and most likely had little traffic. The blog would look more streamlined and match the appearance of the agency’s. Lastly, we would suggest to leave a final blog post on the dormant site that alerts viewers to move to new, integrated one.
    3) There would only be one primary author, however, this person could introduce guest writers so there is a variety of opinions and not so dry. At the same time, there is consistency with the one known author.
    4) There should be an editor to oversee and manage content as a gatekeeper to make sure policies are kept in place. There would be the typical policies that would not allow libel, obscenity, profanity etc. There should also be a contract signed by guest writers to agree to not discuss “off the record” topics.
    5) One way of promotion is to create a twitter account for the boss to make him accessible. Another is to inform reporters of the blog’s existence. Maintenance of the blog is crucial and utilizing keywords so it is easy to find on search engines. Also, to be sure to incorporate pictures, video, speeches and other multimedia content.
    6) Since the prior blog was dormant, the new one needs to be on a set schedule of frequent updating to stay relevant.

    -Katie, John, Benjamin, Doug, & Meme

    Reply
  2. Group: Jasmina, Graham, Shelby, Tim, Glenn

    1. Having your blog on WP would reach more people because people can search for you or stumble upon your page. A bigger community makes for a bigger audience.
    If you have your own hosting, you can make it look closer to what you ideally want it to look like. Your page design can be set up to fit your campaign message and be unique which will set you apart other blogs.

    2. Ideally, the candidate would select one person he or she trusts who knows his writing/speaking style and conveys the message he wants to spread on his blog. If candidate prefers to edit or review some posts he feels strongly about, he may do that. If the blog has a guest writer other than the main writer, it is specified under blog title.

    3.We would have a “second pair” of eyes like the candidates advisor, to review the content before it is published. The blog is set up to automatically block comments with profanity or other questionable material. The campaign has the full discretion to choose what comments can be posted or deleted.

    4.Main stream social media accounts, as well as on campaign posters, pins, or commercials. Also, during campaign stops and speeches.

    5.The look of the site and layout should be professional but not confusing. Audience should easily access different blog posts. A direct link to a donation site for the campaign which includes a money counter showing the supporters how much has been raised as well as what the money is going towards. Theme should be red, white, and blue to show patriotic aspirations. There is direct links to all social media sites of the candidate which is easily accessible and visible. There are sharing buttons at the bottoms of each post that links to facebook or twitter. You can locate local events near you by entering your zip code. People are also welcome to volunteer, or host events for the campaign.

    Reply
  3. Andrea, Ava, Zack, Kimberley, Ben

    Scenario #2: Retail, outdoor gear

    TO START: we would create a mission, vision and goal
    -mission would be the tool to help our audiences gain knowledge of product and our company
    -vision: what it will look like when our mission is accomplished, increase sales and become make REI look like K-mart.
    -goals: would be weekly posts so the audience knows when to check for new information

    Audience:
    -Men and women, college educated, active people mid-20s to mid 50s

    Blog:
    -Our recommendation is to have a our blog integrated as a /blog

    Finding people:
    -find outdoor enthusiast to guest blog, hiring them on occasion
    *creating guest account for the guest blogger with link to learn more about them
    – We will primarily have a single person who posts
    *will include staff picks for favorite products
    *hot buys

    Content Change:
    -Guest blogger will have a bio and their history and activities outdoors, recommendations for trips and products.
    -Our posts will follow set guidelines each week

    Policies:
    -code of conduct, what’s appropriate and what’s not
    -staying within the themes and products for the store

    Promotion:
    -Community activities; consumers send in personal pictures of your current outdoor excursions
    -host community hikes or activities for each store depending upon location
    -coupon offers for visiting/following our blog
    -make sure the blog is linked to all other website and social media pages

    Other considerations:
    -Change appearance with seasons (small changes not to affect overall image/logo of company)

    Reply
  4. • Who might be the audience for the blog?
    General public, other non-profit organizations, members or donors to similar organizations, board members of this non-profit and other non-profits

    • What are the pluses/minuses of having the blog be self-hosted (integrated with your website) versus externally hosts (like WordPress.com)? Make and explain your recommendation.
    Self-hosted helps search optimization, more freedom for customization, easier to link to website, more stable platform, more professional

    • How do you develop a publishing schedule? What can you do to coordinate the postings of the two organization leaders? How does the content change depending on the people who write for the blog? Should there be more voices than these two? Why?
    -Establish weekly and monthly (possibly quarterly) schedules
    -Moderation schedules and responsibilities – emphasis on consistency
    -More than two voices would be good: more in touch with grassroots activities, community outreach representatives, event coordinator
    -Topically different posts based on their roles in the organization

    • What kinds of policies do you need to have in place regarding content?
    -Editing process for approval and copy editing: legal and representative from board members to review
    -Rules for moderating

    • How will you promote your blog?
    -Twitter, Facebook, Google+, other social media sites, link in with other similar non-profits and organizations, board member organizations
    -Competitions or incentives
    -Use traditional media, newspapers, and radio stations to do trade outs

    • What other considerations should be included in your report?
    -Examples of successful blogs: corporate, non-profits, organizations
    -Review legal implications and board member perspectives
    -Whether or not having a blog is feasible and worth the time of high paid executives: weigh resources, is the content interesting enough to garner readership, what is the return on investment, how to judge success (just reading and following, donations, action, event attendance)

    Reply

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