Starting and Maintaining an Organizational BlogWarren Alpert Medical School – Brown University

The Warren Alpert Blog

In this tutorial, you will learn:• Why blog?

– Tips from expert Ashkon Eslami (Edelman PR)• How to maintain the blog• Dos and Don’ts of Blogging

Why Blog?

• Increase online traffic by at least 55 percent

• Share the school’s culture and vision• Engage all target audiences

– Great platform for two-way communication• Provide expertise and industry news• Link to social media sites• .

Maintaining the Warren Alpert Blog

• Tips from expert Ashkon Eslami (Edelman PR): – Develop ideas for at least 10 different posts before you start

blogging.– Link to other organizations’ blog posts, in an effort to create an

online relationship, and others will link back to your blog.– Vary the type of information.

• Do not provide too much text. It is a good idea to post video, audio, and pictures to keep the interest of your publics.

– Make sure posts positively reflect the medical school. – Link information in your blog to your other social media sites,

and your website.

Blogging Dos

• Establish a process for developing blog content and responding to blogs

• Humanize the medical school– But remember to maintain the overall tone of the school

• Provide expertise and opinions reflecting the school• Promote your social media sites in posts

• Welcome negative feedback (Handling Negative Feedback)

• Most importantly: Maintain conversation!

Blogging Don’ts

• Don’t be anonymous• Don’t forget to respond to comments• Don’t be overly sensitive• Don’t forget to link

– Social media and other blogs; important sites

Evaluating the Blog

• Check blog peripherals (Items external to the blog content)– E.g. Blog statistics, Technorati, etc.– “Blog peripherals are blog effects, ideals, goals, reactions,

responses, external impact–they are not the blog proper, the blog as it exists in itself (Corporate Blog Revolution).”

• Ask yourself: Do you know pretty well what your readers tend to need? Do you then provide it in a manner you think fits with your personal style and with their expectations?– If your blog meets the needs of your audience, your blog is good,

effective, worth continuing forever

Blogging Tips & Trends with Darren Rowse

• Problogger Darren Rowse

Please click the link to learn professional tips on blogging.

References

• http://mashable.com/2010/07/20/corporate-blogging-tips/• http://marktzk.com/10-corporate-blogging-mistakes/• http://www.bloggingtips.com/2008/01/21/top-10-blogging-

donts/

• http://electrica.wordpress.com/2006/03/06/how-to-evaluate-your-blog-part-2-2/

• http://www.youtube.com/watch?v=kQ40VgFnKqQ