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Appendix D. Guidance for Bloggers

Properly Request a Blog

Requests to create a blog must be made to the Office of Communication and Marketing at socialmedia@gsa.gov. They will help you make sure you follow all best practices.

Let People Know Who You Are

Blogs succeed when visitors feel they have reached a trusted source of information. Let readers know who the blogger is from a professional standpoint. But do not release personal information that the general public shouldn't know, for example a home address or phone number.

Post Often

Be prepared to post content on a regular basis. This may mean daily or weekly, but at least every two weeks. Let readers know what the posting schedule is. Be realistic in preparing a schedule. It's always better to increase frequency over the life of a blog. If a blog remains idle for 60 days or more, GSA reserves the right to take it offline.

Be Attentive

Be prepared to make time and devote resources to moderating all comments that readers post. Read every comment. If you need time to research responses, tell your audience the time frame they can expect to receive your response.

Engage Colleagues

Invite guest contributors. This is a great way to enhance value without increasing workload. Announce who the guest contributors will be.

Be Open

Be prepared to respond on the blog to the posted comments, especially negative ones. Blogs build credibility and readership when they're as open as possible.

Strategize About How to Handle Frequent Questions

If the same questions are posed repeatedly, consider creating boilerplate responses to the questions.

Be Creative

Be aware that there are a variety of ways people will find the blog (via search engines, search, RSS feeds, various social networking sites, bookmarking sites, and email from another person). This means individuals will often read only a headline (or title), or a headline and a couple of sentences. The more intriguing and relevant the headline of the blog and the content that follows, the more likely the content is to build readership.

 

Appendix E. Risks and Mitigation Strategies > >


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