Social Media and Social Change Blogging, Compositional Guidelines, Interview Tips.
Blogging for change
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Transcript of Blogging for change
Sara Ashton
Amnesty International
Bloggingan introduction
Why blogging matters?
More intimate relationships
that brings you closer to
your customer and builds
affinity with your brand
Photo mindluge on Flickr
Why blogging matters?
Cost effective
tool you can
use to reach
influencers
who will
recommend
you to others
Photo makelessnoise on Flickr
Why blogging matters?
Blogs spread news
They can give your
message wider momentum
– a blog is never
yesterday’s chip paper
Wider comment
opportunities for us and
others
Photo by Stacy Lynn Baum on Flickr
But before we start…
Blogging for the sake
of blogging will bring
no value
Let’s start here…
You are
unique
Photo by HAMED MASOUMI on Flickr
126 million
blogs
Let’s start here…
That’s a lot of noise
How are you different?
Photo by Port of San Diego on Flickr
Find
your
voice
Getting started
Photo by dboy on Flickr
Write about the
things you’re
passionate about
Be clear and
consistent in your
communication
Getting started: Write
Photo by hummyhummy on Flickr
Getting started: Invest
Your community will only
be as good as the amount
of effort you put in
Get involved
Photo by OnTask on Flickr
Getting started: Listen
Don’t broadcast.
You don’t have to
respond to every
comment but it is
about listening and
facilitating
Photo by Tonamel on Flickr
Getting started: Ask their opinion
You don’t need to
provide all the
answers but give
your community
something to think
about
Photo by Monica’s Dad on Flickr
Getting started: Have opinions yourself
Don’t just report:
Have an opinion
and seek it
from others
Photo by cameronparkins on Flickr
Getting started: Experiment
Don’t be afraid to
evolve
Try new things:
Live blogging
Guest blogs
Photos
Video
Photo from The Library of Congress on Flickr
Blogger outreach
Build your network
Find bloggers and
connect
Comment on their
posts, use trackbacks,
have a blogroll and
feature bloggers in
your posts
Photo by Life in LDN on Flickr
Blogging should be part of an integrated web strategy
Beyond blogging
Insert images of Amnesty on other networks
Maintaining a high quality blog
We used a blog post to launch the campaign
Staged a ‘tweet mob’ to draw attention to the number of women facing violence in Britain each year.
At 1:10pm on Friday 6th March around 3000 people tweeted: ‘Each year around 1 in 10 women
experience rape or other violence. Act now: oneten.org.uk’
Amnesty case study: International Women’s Day
Amnesty case study: Shaming Shell
Moderation
Develop your
house rules
Maintain a light touch,
your community will
often self moderate
Measurement
Keep an eye on your
stats, work out which
posts are popular and
why
Building a blog
Comment on their
posts, use trackbacks,
have a blogroll and
feature bloggers in
your posts
You can be up and
running within ten
minutes on
Wordpress or Tumblr
Finally…
It’s not about the blog it’s
about the experience
you create
People talk about a unique
blog and share it with
their friends
A good experience builds
affinity and keeps them
coming back for more
Photo by Plastic_Bat on Flickr
Any questions?
Photo by Experience Reality on Flickr