Creating group blog momentum

Recently, I decided that the Bainbridge Graduate Institute community should be publishing a group blog. What better way for the community to get its ideas out into the world and for the BGI brand to get exposure in channels it wouldn't normally. While my initial goal for the blog is to be a marketing tool for the school I am beginning to realize how it can also be a powerful marketing tool for the individuals who contribute. For the students, faculty or alumni who choose to participate, their blog posts can serve to help them establish a name for themselves on the web in association with (sustainability) topics they may not normally be associated with. This gets to people's Google ranking and its importance, especially for burgeoning business people looking for jobs in a new field.

I am finding that building momentum towards participation in a group blog is a complex social problem. No answers yet, however I am working with Dawn Danby of Worldchanging who is helping me understand just how difficult coordination and motivation around a group blog can be.