In a previous post we discussed the challenge of communicating security awareness to people. Specifically, if people have to attend a scheduled event you probably will average a 5% show-up rate. For today's generation, you need to communicate in a manner where they can take training when they want, from wherever they want. I mentioned at least four different approaches that I have seen work well; online videos, blogs, newsletters and stickers. Today I will cover blogging. Blogging has several tremendous advantages.
- People visit your blog when they want, how they want. By making the content convenient you are far more likely to reach people.
- Blogging is cheap, you most likely already have the infrastructure to start your own internal blog, if not there are numerous free or low cost options, including Google and WordPress.
- Blogging is interactive. People can leave comments, you can have guest bloggers, you can link to various other resources, or post pictures or videos.
The challenge is developing an engaging blog that draws people. Creating the blog is easy, creating a blog people want to read is hard. Some tips to consider are
- A good rule of thumb is post 2-3 times a week. Anything more and its hard to keep up for both you and your readers. Less posts and people stop coming as there is nothing to read. I know of one organization that was posting only three times a quarter then wondering why no one was following their blog.
- There is a sweet spot in content that is too long or short. To short and you might as well use twitter. Too long and people will not have time to read the entire blog. You have to figure out the best length for your organization.
- The ultimate goal is engaging content. Don't make your blog a corporate policy board, instead share real stories, talk about want people want to read. My favorite example of this is the Center for Disease Control (CDC). For years CDC has been posting information on how families should prepare for disasters, such as tornados, hurricanes or floods, the problem was no one was listening (sound familar). Then May 16, 2011 the CDC posted a blog entry about how to prepare for disasters, more specifically Zombie Apocalypse disasters. Disaster preparation is the same regardless for the disaster type, including Zombies. This post was one of the most successful in the history of CDC, literally crashing the server within hours because it was overwhelmed. Due to the success the CDC now has an entire site dedicated disaster preparation based on a Zombie Apocalypse.
Make your blog fun, engaging and updated and you will have an effective tool to reach people in your organization and allowing them to read your content when they want to.