An ode to writing with a human voice

More on the apparent decline of blogs from the Government Digital Service (GDS).

This article makes the excellent counterpoint to a recent GDS post apparently attempting to address the debate around the quality of their recent blogging efforts.

The measures of success cited include levels of ‘engagement’, aligning posts with campaigns, and instances of very senior officials publishing posts. This, to me, fundamentally misunderstands the value of blogging compared with more ‘formal’ communications. Aligning blogs more closely with PR activity doesn’t strengthen blogs— it nullifies their distinct value.

Of course, it is not just GDS who have suffered.

In the early days, blogging and social media was so vital precisely because it wasn’t traditional communications. When the communications people caught wind of the popularity of social media, they took control (which, for some reason, comms people are obsessed with). The comms crowd and the marketing mob turned social media into yet another stifled channel, designed to control the message, thereby destroying actual valuable communication.

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