As discussed in one of my earlier posts that the Blog is a type of website or part of a website and it’s short for “web log” which is a web page that serves as a publicly accessible personal journal for an individual such as WordPress application. In addition, Microblogging is web service that allows users to broadcast and exchange small elements of content such as short sentences, individual images and video links. The best example of microblogging is Twitter application. The blogging / micro-blogging strategies benefit the organizations’ marketing and communications for both internal and external.
The organization that my team chose to examine its case study is International Geological Congress (IGC). IGC is the leading global forum for the earth sciences which holds once every four years. The 34th IGC is hosted by Australian Geoscience Council (AGC) and it will be held in Brisbane in August 2012. Some of the 34th IGC major stakeholders are AGC, VALE, bhpbillition and UNESCO.
As the IGC organization has an important event coming in the 5-10 August 2012 and they expect around 5000-7000 delegates to attend from over 100 countries. They are facing some important issues and challenges which will lead to decrease the number of delegates’ attendance. The issues and challenges are:
- The increase of the Australian dollar.
- The increase of the cost living, accommodation and transportation in Australia (Brisbane)
One of the best strategies that will benefit the 34th IGC is using blogging for both advertising the event and improving the communication between the stakeholders and delegates. The best social space for implementing this strategy is in the IGC website www.34igc.org by creating new page called “34th IGC blogs” as a core communication channel for this event. However, before starting this strategy, the IGC should form a blogging team, train the bloggers and establish a comment policy to avoid blogging implications.
The strategy should be implemented in two ways. Firstly, blogging about the event itself such as what the event is about, who are the stakeholders, how many delegates will attend etc. Secondly, blogging about general information such as accommodations, transportations etc. Also, in both ways IGC should post and reply the readers’ comments frequently which will make more interaction with the readers and leads to improve the event’s branding. IGC also should link the blog with social media websites such as Twitter, Facebook and YouTube to build its reputation quickly and to encourage younger delegates to attend.
My question for this post is; what do you think about my blogging / micro-blogging strategy that I chose for IGC and the tactics for implementing this strategy?
Muaath Aljamah 