It’s been about 15 months now since we got into blogging here at the Department for International Development (DFID). I say “we” - actually, it’s our staff around the world who write the blogs while we support them through style tips and technical help.
So what spurred us to join the blogosphere in the first place? The big idea for us was to give our web visitors another channel, beyond the main website, where they can get the real-life story of our work from those who are actually out there doing it and to allow visitors to ask questions directly and continue the debate. We wanted to move away from a purely one-way online presence, to a two-way interaction with our audience.
As with much of the social media we’ve ventured into (including YouTube, Twitter, Facebook and Flickr) it’s been a learning curve as we’ve gone along. That’s not to say we hadn’t scoped it out beforehand (far from it), but we have realised that social media is very much about the doing (rather than just planning).
Once we’d figured out the mechanics of the blog and had a platform we were happy with (we use WordPress, tailored to our needs thanks to the skills of Puffbox) we soon realised the biggest challenge was the ongoing management of bloggers and the actual content.
In terms of the latter, our first issue became apparent as soon as we mentioned the project to our colleagues in the Press Team – and gave a few of them a mild heart murmur (“…so let me get this straight, you want to let our staff write what they want about their work, then make it public?!”).
I’m hamming it up here a bit of course, but the point is you may face some valid internal concerns about giving staff free reign to publish. But it shouldn’t be an insurmountable obstacle. After consulting with our Press colleagues further and agreeing on some sensible precautions we’ve come up with a solution that everyone’s happy with.
The other big ‘lesson learnt’ was management of the bloggers and the supply of content. We help to support them to develop their own style and to get the best out of their blogs with practical tips such as linking, using photos, incorporating a story, etc.
With this support, several bloggers have taken to it easily and require little management. Some may also be bloggers in their spare time or have a keen personal interest so run away with it. However, we like to ensure we have a range of bloggers, and that also means a range of abilities and time to upload the blog themselves.
For us, we think getting the range of content is crucial (for example, from the heads of our offices down to the programme workers), so we’ve tried to adapt our approach to support bloggers on their terms. What this means is that if a blogger is happy to do it all themselves, they’re free to do so. If they’re tight for time and can only bash out the text of a blog in between other commitments, they can send it to us and we do the rest: format it, add photos and upload it to our system.
So basically, once the blog is up and running, we’ve found it’s still a hands-on process. And it will vary from blogger to blogger. I know it’s been a different experience for other departments and agencies, and it makes sense that organisations adapt their strategy according to their staff, purpose and audience.
And of course we are still refining the process, so it would be great to hear what approaches others have taken and the lessons they’ve learnt as we try to improve. Any thoughts anyone?
While we’re looking to do better, we’re happy to be reaping the benefits of our blog already. Since we began we’ve had more than 50,000 visits to the site and our number of daily visits has steadily climbed, roughly doubling since October 2008.
It’s not just numbers. There is a real engagement with our audience now, with several comments being posted, many beyond the UK (who’d have guessed Nepal would be such a hotbed of discussion?). For one reader, it even gave him “an emotional connection to a government department – something I never thought I would say!”
Our bloggers are also making new connections – for example, Martin Leach’s blog on the Rwandan genocide prompted a researcher from the London School of Economics (LSE) to get in touch, while Emily Poskett’s post on the Comic Relief celebrity climb of Mt Kilimanjaro broadened our exposure to thousands of visitors beyond our typical audience.
But see for yourself and let us know what you think we could do to improve. And, if you’re a fan, let us know which you think was the best DFID blog of last year in our round-up on Facebook.
Julia Chandler and Simon Davis are members of the Department for International Development's Online Content team