Blogging 101

Go ahead. Be Creative!

Blogs are one of the easiest ways to tell a story online. Whether it’s your story as an aspiring PR professional or a client’s story, blogs are simple to create and publish. The difficult part is writing them. But with tools like WordPress, you can go from draft to post in just a few quick steps.

Drafts can be kept unpublished and you can edit them on the fly with the mobile app version of WordPress, then finish up at your desk or laptop.

The only true requirement for a good blog is that it must contain in introduction, a body and a conclusion. You should set up the topic for the reader and then wrap it up for them at the end. A catchy title doesn’t hurt, either!

A note about blogs:

They are typically:

  • written in an informal, engaging tone (less formal than a web page) using active voice;
  • crowdsourced across company employees in a professional setting; and
  • short, scannable pieces that contain elements that break up text such as images, headings, sub heads, bullet points and call out quotes.

When blogging for a company and/or client, it is important to keep to a regular schedule (editorial calendar) AND make sure you have a trusted editor to fact check and catch style or GSP errors and typos.


Blog Pick of the Week: Listening & Engagement

Image Credit: Melvin Gaal, Flickr
Image Credit: Melvin Gaal, Flickr

I’m perpetually behind. This college prof gig is the most rewarding AND the most demanding thing I’ve ever done. But today is a new day.

My digital students were given the following mission:

Social media monitoring is one of the biggest missed opportunities for businesses today. Also known as social listening, it involves monitoring what people are saying on social media about your business and the issues that affect it. This allows organizations to identify opportunities as they happen and reach out proactively rather than reactively.

Identify a current issue where an organization’s listening and engagement on social media (or lack thereof) has or could potentially impact their reputation. Propose a positive response by the brand.

I enjoy reading all of my student blogs, but here’s my top pics. Enjoy!

Engaging or Imploding?

By Brittany Lee

Twitter is hard. Believe it or not, there is a right and a wrong way to tweet. And while some people get it, others definitely don’t. I think I’m a really funny tweeter – usually because I’m not afraid to tastefully laugh at myself. Granted, I try REALLY hard, but I think I’m hilarious.

There’s just something about making people chuckle that I think is really rewarding.  But I think in a quest to adequately target and entice a young and spry audience, American brands have taken to Twitter in a way that’s – well – bad. Engagement is great. Actually it’s more than great. It is so, so, so, SO important. But humor is so sensitive these days that it’s important to really dissect your jokes before you post them online.

Read more.

Nicole Arbour and Her PR Nightmare

By Kelly Kingston

Last week, Canadian comedian, musician and dancer Nicole Arbour posted a Youtube video titled “Dear Fat People.” The comedian posts many “rant” videos, where she takes a current issue and voices her (typically offensive) opinion. She started gaining popularity when her “Dear Instagram Models” video went viral on Facebook with people praising the harsh truth she spoke. But “Dear Fat People” went viral for another reason, a very negative one.

When a comedian pokes fun at someone who CHOOSES to do the belittling behavior, like posting racy photos on the Internet, people can laugh. But when a comedian chooses to poke fun at someone who has health issues out of their control, people will get mad.

And they did.  Read more.

Super Bowl XILX Brand Watch

I’m in the middle of teaching my Digital Media class how to evaluate digital strategy. To look at the “Why” and the “How” with a critical eye and evaluate whether the digital team is following the overall strategic objectives of the brand. What better way than to kick it off with the Super Bowl (I’m so punny)? The assignment? Pick five brands to follow. Determine their “Why” and their “Ask,” then blog about it. Why is the Super Bowl important? On average, $4.5 million to buy a spot and only 17 minutes of the 3.5 hours of the game are devoted to live football.


I assembled all my prep info Sunday morning and we’re hanging at BJ’s watching the game. It’s funny to hear the crowd’s responses to the ads. Definitely Kim K’s T-Mobile is getting bad reviews and the heart-string pulling Budweiser puppy and “pay with love” from McDonald’s get the popular vote. Here’s my review.


Why: #MakeItHappy for the Big Game.
Ask: Respond to negative tweets with #MakeItHappy.
Klout score: 92
Analysis: They teamed up with Kid President/Soul Pancake, Danica Patrick and others in what appears to be a campaign against cyberbullying. They began teasing it on Jan. 26, 2015, on YouTube, Facebook and Twitter. On Twitter, they haven’t put out content since Nov., but they are actively engaging fans. They are putting out more content on Facebook . Their website promotes the campaign and shows FB, Twitter, YouTube and Flickr accounts. They have an unlisted instagram and it’s in sync with the promo. But ARE YOU KIDDING ME? Why aren’t they on Pinterest? Do you know how many things are made with coke? This might be theirs …

They’ve been a touch-feely brand since the ’70s ala “I’d Like to Teach the World to Sing,” so it’s in line with their Why. But seriously? Get your digital act together.

Why: When your phone dies, who knows what can happen. mophie. #StayPowerful.
Ask: Visit to find out how.
Klout score: 81

Analysis:No information about the campaign on their website. Assets listed: pinterest, fb, twitter, insta, g+, youtube. They used the new “pin” option on Twitter to make the video the first in their feed and they pinned the video on their pinterest board with the hashtag. What’s more, they are actively putting out content and engaging on all published platforms.
mophie Good surroundsound: a little over the top, but right in line with their brand

P&G (Always)
Why: A girl’s confidence plummets during puberty but it doesn’t have to.
Ask: Everyone should #runlikeagirl
Klout score: 64
Analysis: This is not a new campaign, but they did a good job of hyping it. I think insta and pinterest could be valuable and they might consider snapchat. They’ve obviously got the full support of the powerhouse that is P&G, but frankly, I don’t know what this has to do with visits from Aunt Flow. Good use of owned assets: They had the full release in their news section.

Why: They are the unMobile company. Other phone companies steal your data and you suffer.
Ask: Free #KimsDataStash | T-Mobile Commercial
Klout Score: 80

Let me be on record, I’m not a fan the Kardashians. Our fascination with them baffles me. But, I chose to follow this brand because … the internets.

Analysis: There was absolutely no mention of the campaign on their website. Their social platform messaging was very confusing. They were having contests, but I couldn’t figure out how to participate. Kim Kardashian seemed to be sharing her ridiculous selfies with Twitter users, but I couldn’t figure out how to join the fun. Lots of noise and clutter, but they got their point across. They want you to switch to T-Mobile, but I’m not sure what makes them the “unmobile.” Honestly, they have so many taglines and brand propositions, I don’t know who they are.

Why: The only Social Media Intelligence Platform Focused on Brands.
Ask: Check out their new Event Pulse Platform | 17,306 brands, 28 hashtags
Klout score: 60

Analysis: All B2B digital companies offer “news you can use” and Unmetric is no exception, they even offer last minute content tips on their Facebook page. They are the typical B2B company: Blog, Pinterest, LinkedIn and FB.