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Published on: 8/15/2007
Last Visited: 8/28/2009
"The mission of National Geographic Kids is to inspire kids to care about the planet, including all the people, places and animals in it," says Michelle Sullivan, Executive Producer of National Geographic Digital Media, Kids.
"The NG Kid's blogs are natural extension of that, because they bring the world right into their laps... or in this case, laptops!"
The editorial team finds most of its kid bloggers by reaching out to their own extended network of employees, colleagues and friends.
The kids are then contracted to become bloggers and agree to an editorial schedule; a team of online editors reviews and posts content.
"It seems so much more credible when it's a kid-to-kid conversation," Sullivan explains.
"That's what really make us unique and differentiates us from other kids' sites.
The editors review the content before they post it, but they're careful not to use a heavy hand in the editing process.
"Authenticity is important to us, says Sullivan.
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"We make extra efforts to keep our community secure and give moms and dads peace of mind that their kids are in a safe online space," explains Michelle Sullivan.
Hands-On-Explorer.jpg
National Geographic enlisted Seattle-based Textura Design, Inc. and San Francisco development consultancy Endevver to build out the sites.
They used Movable Type's flexible comment moderation tools to enable editors to review and publish comments from multiple interfaces - inside the application, via email or mobile device.
"The Movable Type software has made it easy for our team to manage and publish content," Sullivan says.
"We really love it."
The company is committed to expanding its digital presence in the future, with plans for additional blogs, more exciting content, and new ways to engage its readers.
"This is a generation of digital explorers," says Sullivan.
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"Kids love giving their feedback on the books," says Michelle Sullivan.
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