Blogging has been around for a while; and some people embrace it while others just don’t get it.  The bottom line is that writing for a blog is exchanging and broadcasting information.  Some governments build blogs into their official website, while others branch out and use social media sites to draw an audience to a blogging platform like Blogger or WordPress.  

In blogging, it is necessary to have a game plan. Here are some key considerations for crafting your social media strategy:

1. Know and say “why”.   Every blog needs a purpose.   The sooner you publicize your mission statement, the better people will understand your blog and want to follow along.  
2. Create an editorial calendar.  An editorial calendar is vital to scheduling weekly posts and topics to stay organized and on track.  Even Jim and I, your Knowledge Network interns, have an editorial calendar for our blog posts.  I use a Google calendar for my personal blog, and I find that it works out very well.
3. Utilize guest posts.  Hosting a guest to virtually-appear on your blog to write a guest post can provide a different or new perspective about a situation or issue for your audience
4. Create a spotlight.  Highlight members of your community who are actively making a difference and promote their causes.  In addition to bringing your government issues to the light, this is the perfect time to showcase charitable causes or campaigns that are occurring in your community.  
5. Engage all demographics.  It’s hard to deny that Millennials have a natural understanding of the virtual environment.  Use their interest to offer opportunities for young people looking to gain valuable lessons.
6. Inspire yourself.   Check out a few articles on why blogging in local government is important: 

• In “Why Blogging Local Government Matters” you can read about the impact of local government that most citizens don’t realize and the importance of citizen involvement.  
• Emerging Local Government Leaders let the people vote this year on the MVP of Guest Bloggers. 
• Localopolis shares his ideas about the type of blogging that local governments should participate in.
• Ingrid Koehler shares her ideas for possible future posts for a local government blog.  
• Don’t forget to check out the ICMA’s help site for using our blogs and our Social Media Topic Page for the latest innovation in social media.  

Check back soon for a post on using WordPress in government, and don't forget to keep in touch with our blog, In the Know, as well as the other blogs found on the Knowledge Network.  

Hilary Badger

Knowledge Network, Intern

ICMA