It seems everyone these days wants a blog. But blogging–writing, managing, and promoting–is laborious, time-intensive work. Anyone can swing a baseball bat; very few can hit pitches.
To wit: When considering a blog, ask the following questions:
1. How many people on your staff can write well?
2. Can they write for the Web—with links and pictures and blockquotes, etc.?
3. Do you trust these people to publish what they write, or must everything first be approved by another department?
4. Will managers give these people sufficient time to blog?
5. Is there a single person, either on staff or who you can hire, who can serve as the blog’s editor?
6. What niche will the blog satisfy? (In other words, why will people want to read it?) If the niche is already filled, how will your blog be better?
Poll of the Week
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