Why Blog: The Interpretive Sourcebook Entry

We’re in Saint Paul, Minnesota, this week for the NAI National Workshop. We’ll be presenting a session on blogging Wednesday, which means we had to prepare actual content (something we’ve done only rarely in three years of blogging). Since writing this blog has inspired the content for the session, I thought I’d take this opportunity to share our paper (written by both of us) with you. Here goes:

Why Blog?
You should blog if there is an audience. As a blogger, it’s important to know your purpose and message, along with where your blog is going to fit in (a common problem for us anyway, and also anyone who identifies themselves as a blogger). We started the Interpretation By Design blog (which we now call simply “The IBD Blog”) in March 2009, about five months after our book by the same name was published. We were aware that there was an audience because multiple presentations at NAI workshops were filled with interest revolving around the subject matter (graphic design and interpretation). Post-presentation conversations (face to face, in emails, on Facebook) led us to create a forum for further discussion. The blog also offered an opportunity for discussion with those not able to attend a presentation or conversation.

Knowing your audience is a tenant of the interpretive profession that can be applied to blogging as well. On the internet, your blog has a potentially large, anonymous audience. IBD is a specialized subsection of two professions (graphic design and interpretation), and it occasionally crosses into other areas of interest (baseball). Just as interpretive sites have streakers, browsers, and students, your blog will have readers who will read every word, while most will pass through from time to time to catch up or see if there is anything of interest to them.

Getting Started
The nature of a blog, where someone has to purposefully come to your page on a regular basis, requires the interest mentioned above as well as knowledge of how a blog differs from a newspaper or book. This less-traditional form of media has room for more opinions, fewer facts, and lots of personality. Where a book is typically focused on one subject or topic, blogs can cover a much wider spectrum within that topic. These positive elements can also be negatives if the blog becomes too much of a personal platform that alienates portions of the audience or is inconsistent in topics.

Before you start a blog, ask yourself why you are doing it. Do you want to create awareness of a site, increase visitation, gain public support for political reasons, or sell a really awesome book that sometimes cracks the top million on Amazon’s rankings? The starting point for setting goals for your blog—as with any other media—is that it should support the mission of your site or organization.

If clear goals are established, you will see your audience grow. A portion of that commitment should be introspective towards building a voice through your writing. Just as front-line interpreters represent their sites to visitors, as the author of a blog, you represent your site to a potentially much larger audience. It’s important that you set an appropriate, engaging tone, and that your writing is interpretive (not just informational).

Nurturing and Maintaining Your Blog
Maintaining a blog is a lot like keeping a pet. It requires constant, consistent nurturing and left unchecked, it might make a mess on your carpet. Just as you can’t keep a pet alive by feeding it a lot for three days then ignoring it for a month, your blog can’t survive without regular attention.

Put another way: Blogs are also like romantic relationships. It’s easy to be enthusiastic when a relationship is new. There’s lots to talk about, it’s new and fun, and it’s your primary point of interest. Then months or years down the road, when you have a cold and other work-related deadlines and the kids are screaming for you to take them to Dairy Queen, the blog might not seem like the most important thing in the world. But without constant attention, the blog suffers and possibly goes away altogether.

Here’s how to keep your blog (or pet or relationship) healthy and vibrant:

  • Give it constant attention. Update your blog, at an absolute minimum, once a week, preferably more often. On our blog, we publish without fail (even on holidays and while we’re on vacation) every Monday (Paul) and Thursday (Shea). If you anticipate a busy schedule, write several posts in advance and use your blogging software (we use WordPress) to schedule them to go live at the appropriate time.
  • Don’t write a Russian novel. You’re more likely to get feedback on shorter posts that ask readers to participate. Our experience has been that posts more than 500 words or so are too long. (This does not stop us from writing long posts. We’re just aware that they’re too long.)
  • Mix it up. Sometimes you need to spice things up (the pet metaphor may break down a little here). In addition to regular posts that occur on a schedule, throw in a quick question, observation, or photo now and again. Commemorate a special event (such as a trip or conference) with a week of “Live from [wherever…]” posts.
  • Communicate. Some readers will simply read your blog and move on. Others will comment regularly. And a select few will comment on nearly every single post. Your commenters are there to engage in a conversation that you started, so be sure to participate. We appreciate all of the comments on Interpretation By Design, and try to show that by responding quickly, giving nicknames to commenters, mentioning them in subsequent posts, and taking suggestions. Even the people who just read and move on are also likely to read the comments.
  • Keep tabs on your blog’s health. You can track statistics on your blog through built-in software (we use a WordPress plugin called StatPress) or an online service like Google Analytics. A healthy blog will get higher and higher hit counts the longer it’s around. Some of these hits will come from random internet users (we get a lot of hits from Googlers searching the term “Phillies font”), but you’ll see consistent growth in numbers as your core readership expands. If you maintain a consistent schedule, your numbers will spike on the days of new posts.
  • Communicate some more. Blogging falls under the umbrella of social media, but it is altogether different from sites like Facebook and Twitter. Maintaining a presence on social media outlets is a great way to alert readers when a new post comes along, or to further the conversations you have on your blog.

Going Viral
Once you have established a routine and a regular readership, you never know what might explode on the internet and garner a lot of attention. For instance, our biggest viral event was caused by, of all things, a flowchart. What started as essentially an inside joke—an example of information design intended to help newcomers to baseball choose a team—was picked up by several national websites, shared extensively on the social networks (including being Tweeted by Katie Couric), and even translated into foreign languages and reposted. Ultimately, it crashed our website.

Obviously, your main focus should be on your core readership, but when that unpredictable viral event occurs, it’s a great way to make a huge number of people aware of your organization and its important mission.

Conclusion
Maintaining a blog is an opportunity for outreach that costs little in terms of finances, but requires great energy and commitment. It should have stated goals, a comfortable tone, regular content, and most importantly, reflect the passion and commitment of the interpreters at your site or organization.