Issue 128

What use governments can make of blogs

Where politicians have seized on blogs and video as a way to engage voters, governments have been slow to follow. But some pioneering examples show promise, says David Bowen.

Best practice from AARP, The Football Association, BASF, and Zurich

• AARP: Searching for specialists
  Search results automatically provide a separate selection for a professional audience.
• The Football Association: Muffing a final decision
  A selective editorial approach may not best please a major sponsor.
• BASF: Broadcasting chemistry
  A weekly general interest podcast reinforces brand positioning.
• Zurich: Switching policy
  Local treatment of external links gives a glimpse of internal governance.