We Want More!
May 7th, 2008
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
Entry Filed under: eduWeb Conference, Web 2.0, Blogs, YouTube, Content, Online Communications
2 Comments Add your own
1. Bradjward | May 8th, 2008 at 1:07 am
I don’t think I agree with a few of your comments.
#1 - “ensure that you can monitor and veto blog posts before they are live on the web.” Never, never, never. Instead, get student bloggers you can trust and allow them to run the show. In 150+ blog posts this year and over 800 forum posts, I have not moderated a single thing. Give the students the benefit of doubt here. Our most popular blog posts are about parties and picture of parties as well as athletic events and greek life. You say that bloggers know what topics their peers want to hear, which is correct. However, moderating will only eliminate the topics that students want to hear. It’s all about authenticity, not controlled content.
#2 - Dead on. Video is a great enhancement to a post.
#3 - According to this formula, I would have needed FORTY bloggers to get my expected results of 8 good blogs for my prospective students.
I had 8 bloggers ( )this year and they all posted the same amount of content, 27-35 posts in 32 weeks without reminders. Maybe I just had amazing students??
On the topic of “And, worst of all, you won’t know which ones until it’s too late”, I would say that a good blogging advisor would be checking in each week to see what is being posted. My rule is that if someone hasn’t posted within the past 14 days, I send them a reminder and occasionally offer a topic suggestion. I think I only had to send about 5 of those emails this year.
I think that any more than 8-10 bloggers is overkill and the prospective students will a) not take the time to read them all, b) not engage in conversation with the bloggers, and c) won’t develop a meaningful relationship with the student blogger, which is ultimately the goal. If you can build relationships between prospective students and current students, your yield of those students will be much higher.
2. lance.merker | May 13th, 2008 at 8:10 pm
You points are very good! Finding the right bloggers and trusting them is key. However the political reality for many institutions I’ve spoken with is that some form of veto power over blog entries is the key to getting their blog initiative off the ground. The ability to approve blogs for inappropriate content (even if it never occurs) might be the only way. As for the right number of bloggers, I agree that too many blogs can be an issue. However, be prepared to replace those who don’t participate. Presenting blogs that have little activity could be counter productive to your goals!
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