Internal Blogging

Last October my team worked with our Internal Communications colleagues to develop an internal blogging platform (WordPress) to allow our new 14 Heads of Service to share thinking and updates about the council’s direction as well as updates from within their services areas.

We have had experience of internal blogging before – the chief executive used to blog, but that essentially faded away and was replaced with an internal email newsletter from the chief executive.

I remember having conversation with people back then and many said that they did like and value the chief executives blog but many thought that a more localised view from their head of service would make more sense….so here we are a few years down the road and we are now in that position.

So in the 3 months that they been going, my personal view is that they are successful – ok, not all heads of service are actively blogging yet, but we didn’t create or set any expectations for any of them. BUT and this is the good bit a good number of them are actively blogging and in my view are doing a great job.

So I thought I’d share some interesting high level stats in the short time they have been going – The stats are from 13th October 2011 to 12th January 2012.

  • 4,482 – visits
  • 1,850 – unique visitors
  • 18,733 – page views
  • 4.18 – pages a visit
  • 3 mins 09 secs – average time on site
  • 61% – returning visitors
  • 26 – comments

In my view – this is fantastic, really good. The kind of stats we couldn’t have actually hoped for initially. My only concern is the number of comments, but this is a cultural thing really as well as the content in the blog posts…not all are written to encourage comments, some are purely information only…so we will be looking to add a “like this post” option so we can get a sense as to whether or not people are finding the posts valuable.

What we will be doing with our internal comms colleagues is providing some individual reports for those heads of service who blog to help them understand the details of their blogging pattern and style, for example which posts received most visits.

The most successful writing style is one which brings in elements of humour as well as the personality of the individual themselves…i guess a natural style…so our challenge is to encourage and support them to write more consistently like this when appropriate.

It is great to see and be part of a team (the wider communications team) who are making such great progress.