We Want More!
In my last post, I left with the idea that stimulating regular visits to your blog can be about “wanting more.” The cliffhanger approach to blog posting is certainly one method that works. The fact that you are reading is proof itself. But there’s more. And, last time I promised you three more tips to keep your audience coming back. So, here they are…
Tip #1
Give them what they want!
If your institution is blogging as a means of communicating with prospective students, current students, and others of the “millennial generation,” don’t force institutional messaging into blogs. Create an environment where students themselves can participate (in a controlled manner) in the blog posting. Believe me, your student bloggers will know what topics are most interesting to their peers. Now this might seem very obvious, but it’s not as simple as it sounds. The software and contractual controls you put in place should ensure that you can monitor and veto blog posts before they are live on the web (as marcom professionals it’s your responsibility to the institution). But, don’t get trigger happy with the veto button. Work with your student bloggers to ensure they know where you must draw the line, yet let them be creative with the subject matter to ensure it’s
relevant and interesting to the audience you’re trying to reach.
Tip #2
Embed Videos
The popularity of plopping YouTube videos right into blog posts should come as no surprise. Blogging is very much a Web 2.0 phenomenon and mixed media is a big part of the equation. Offer your bloggers a way to add videos — and if YouTube is just not acceptable (I’ll talk more about that later), then offer ways to convert and upload video files directly to your server. Don’t be afraid of video, embrace it.
Tip #3
Use the 1 in 5 Rule
For every five bloggers you recruit, you’ll only get one that keeps it going. Believe it or not, for all the concerns your administration might have about “appropriate” content issues, the biggest problem you’ll have is a lack of content. Most of your bloggers will disappear on you. And, worst of all, you won’t know which ones until it’s too late. The most enthusiastic, the best writers, or the ones you’re certain will be great are the ones you’ll probably lose first. The solution is to get lots of bloggers. If you figure you’ll have one in five who make it, you won’t be disappointed later.
Ok, let me get off my blogging horse, and get to one of the biggest issues of online communications!
Ah, but for that, you’ll need to wait until next time…
Lance Merker
Guest Blogger, May 2008
CEO
OmniUpdate, Inc.
lance@omniupdate.com
2 comments May 7th, 2008
