Program manager Angela Wilson wants to hear your success stories in tobacco control. 
Welcome to the first in an ongoing series of columns about new media. Through these posts, we hope to teach you how to use these vitally important - sometimes free - marketing options.
New media promotions are critical to reaching today's target audiences. Blogs, social networks, podcasts, videos and more are essential components of any successful marketing campaign. Not only do these allow you to brand yourself, they also offer a platform to control your message. This is incredibly vital today, as Big Tobacco has already honed in on this important marketing element.
New media is also a way to build credibility among media, and allows you to share columns, news articles, events and soundbytes with reporters, who may not have the time to go out and interview you, but do have time to download what you have on the Web.
This post is the first in a two-part series about blogs. If you have additional questions about blogs, or other topics you want covered, e-mail Missouri's Tobacco Control Exchange Program Manager Angela Wilson.
What is a blog?
A blog is simply a kind of website that's very easy to set up and maintain. In fact, it's so easy, many organizations find the Web becomes their primary tool for sharing stories, communicating consistently with donors and constituents, raising money, organizing events and performing other tasks that have been difficult and time-consuming in the past.
Every day, 175,000 blogs are created - including blogs by the pro-tobacco lobby. Your blog is vitally important to structuring your cessation/prevention message online. It allows you to brand your organization, share tips and tricks to kick the habit, as well as share personal stories of triumph - and tragedy - over tobacco use.
What are the benefits of a blog?
- It is free.
- You control your message - your brand.
- You can control your reputation. Anyone can get a domain name and use it for whatever purpose. You should control your name recognition as much as possible.
- You communicate directly with your audience.
- You can personalize your communications.
- You can become an "expert' in the field.
- You can immediately respond to breaking news, studies, legislation and other timely items.
- Reporters search blogs for experts for stories.
- It is an easy way to keep reporters apprised of what is happening with your group.
- It saves you postage. With a blog, you don't need as many mailers to donors or volunteers. In some cases, you can cut those out completely.
- It will increase your visibility on the Internet by improving your Search Engine Optimization.
- The more you are on the Web, the more changes you have to present your message.
What type of information should I share on my blog?
Links to news releases, event notification, person stories about tobacco use, resources for cessation and prevention... Virtually anything can be posted on your blog. Be sure what you post relates to your subject matter.
What should I do before starting a blog?
Your organization needs to have a definitive market, as well as specific posting and content goals.
Make a list of who your blog should reach (Other cessation professionals? The public?) and what type of content you want to provide to this audience. Then, discuss the number of times per week you will post, and who is responsible for posting and monitoring comments.
Read more about finding your target demographic. Use the information as a starting point to find your own audience. If you need assistance, contact Missouri's Tobacco Control Exchange Program Manager Angela Wilson.
Be sure to check out Part II about Blogs tomorrow! In the meantime, check out other tobacco-related groups using blogs as a communication tool:
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