Week 12: Strategy, Content, People

April 6-12, 2016


Read Content Strategy for the Web, Chapters  7-9

  • Core Strategy (chapter 7): really, really important to not define your core with “get on Twitter” (98).  Remember that content isn’t just social media.  So for ASAH, our core strategy is “To build a community of support (a village online and offline) that can protect and educate 50 orphan girls who will become leaders in their family, community, and country: South Sudan.”  What that means is that we need to think about how to use our channels and our means of communication in ways that build our community of support.  If Twitter, Pinterest, and Linked In don’t help us build our community, we either need to drop them or revise our approach.  If our website doesn’t build this community of support, we need to change our approach.  If Facebook is our most successful channel, we need to ask ourselves, could we do better community building there?  And we need to apply this same core strategy to letter writing, pamphlets, presentations, etc.. And really, really important to remember the “magic layer” (98-99): everyone has to make up these core strategies.
  • Content (chapter 8): longest chapter (understandably).  Notice that the approach to content development is very rhetorical: identify your audience (104), define your message and a hierarchy (106-08), define the purpose of all content (great rhetorical list p. 111), develop your organizational voice and tone (111-12).  Include a topic map in your report (109-10), and identify the channels, platforms, and formats that will work for your organization (119).
  • People (chapter 9): you will be working with small organizations, so you will need to read past the content about big organizations and pay particular attention to 142ff.  Consider developing an editorial calendar and/or the other tools listed on p. 145.  Don’t forget to develop metrics: how will you and your organization measure the impact of any strategies you use?

Read Chapters 6 & 7 in NNP. These chapters won’t be as immediately practical as CSW’s chapters, but they have some cool concepts you should pay attention to:  the three types of organizations: fortress, transactional, transparent (77-79), some ideas for leveraging the network (or crowdsourcing), and finally “Using social media is a way of working that has to be woven into an organization’s fabric and an individual’s work flow” (95).


  1. Write blog post #9.  You are free to write in a way that continues to develop your avatar, but the theme this week is strategy, so you can reflect on your personal “core strategy” if that would be helpful and interesting.
  2. Your team should send me a draft of your web content strategy plan by April 12th.
  3. This is a busy week, but if you can complete your summary and analysis of Adam Copeland’s article on crowdsourcing, please try to get that done.  Weeks 14 and 15 might be ideal for complete the final two summaries and analyses, so I am willing to be flexible with these assignments.


  • Big week for drafting your web content analysis and strategy plan.  Stay in touch with your organization.  You should check in at least once, maybe as many as three times, without becoming a pest.
  • Stay active on social media. Don’t be afraid to “crowdsource” aspects of your report (i.e. ask for help).
  • Read and respond to each others’ blogs.

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