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Blogging is a seriously underrated tool, but remains a powerful and exciting branch of social media. Blogs can be interesting, inspiring, reflective, action-packed and much more, while they also nearly all come with a platform for comments – giving every blog post a natural space for discussion and engagement.

Blogs can be about whatever you like; you might use them as a chance to offer your opinion on current events or news stories, or make them an opportunity to see behind the scenes of where you work.

You might invite guest contributions, e.g. from students, to give someone else a chance to have their say, or you could use them give a lay person’s summary of a new piece of research and invite questions or comments on it.

Business case

Blogs aren’t going anywhere; they’ve been around for 20 years and there are more than 200 million of them online. While they are often overlooked and underrated, if you start a blog you will still be joining a thriving online community. Blogging is the perfect way to offer a genuine voice about what life is like in your department/school/job. You can control them and their content, and they are really easy to hook up with your other social media channels.

Best practice

  • Be yourself and tell the story
    Blogs are personal and the best ones are where you feel the author is being genuine. When writing a post, bear in mind you’re telling a story, not writing a press release/report/research paper. Write conversationally and avoid the jargon.
  • Content>platform
    The key factor in a successful blog is having good content as opposed to going to the right channel to post it on. Get your content sorted and you'll find plenty of spaces where you can post it.
  • Be honest
    Be clear about who you are and your connection to your subject matter.
  • Be shareable
    Make sure your content can be shared easily by enabling social sharing buttons and keep your headlines to a tweetable length.
  • Be responsive
    Similarly to other forms of social media, if your posts receive comments and discussion, be responsive and engage with those readers who’ve taken the time to put their opinion forward.
  • Be generous
    If your blog post is inspired by the work of someone else, reference them properly. Attribute, cite, link to the best of your ability. Share the love!