Influence via Blogging on Social Media


In our previous post, Facilitate Viralocity on Social Media, we took a look at ideas for helping your social media efforts go viral, thus expanding your influence. In this post, we examine blogging as a way to make your voice heard.

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Blog to Influence

A major way you can influence your community is by blogging. Don’t let the sobering fact that tens of thousands of blogs are created each day stop you from starting your own. Make sure you know what you want to say, and what your point of view and style will be before getting started. You’ll need to do more than just start a blog and hope they will come; you’ll need to promote it. And once you get people to your blog, you must be sure you’re giving them something of value, not necessarily just your opinion.

You should include a blog on your Website for sure, and also on as many blog sites as you can. However, cross-posting – posting the same blog on multiple sites – is discouraged by Google’s latest site ranking algorithms. It’s possible to use a site such as Ping.fm[1] to put the same material on each site, but it’s best for your readers and for search engines if you modify it for the intended audiences on the other sites.

If possible, get yourself invited to be a guest blogger by a more-influential site. It’s a great way for both sites to benefit, and for you to find an audience. By the same token, having guests post on your blog can introduce their audience to your blog.

You can even ask other bloggers to blog about you, but you should have a good reason why they’d want to.

When blogging, always remember, like all social media, blogging is not a one-way channel. It’s not just a way for you to present your agenda and point of view. It’s a way for your community to respond to you. So you should definitely enable comments on your blog. Doing this may cause you a little extra work — monitoring and responding, and even removing offensive posts — but you’ll find the interaction not only stimulating, but traffic-building.

Everywhere you are on social media, think about making an offer of some kind, like offering help or more information if a reader takes some action. A good place to do this is as a standing part of your blog’s author bio. It can be as simple as, “Email me for more info on _____” or as a link to your site for more information. You can also take a page from Hotmail’s viral success and incorporate your offer and a link to your blog into your email signature.[2]


Influence via Blogging on Social Media is the 61st in a series of excerpts from our book, Be a Person: the Social Operating Manual for Enterprises (itself part of a series for different audiences). We’re just past page 190. At this rate it’ll be a long time before we get through all 430 pages, but luckily, if you’re impatient, the book is available in paper form at bit.ly/OrderBeAPerson and you can save $5 using Coupon Code 62YTRFCV

See the previous posts What is Social Media?Social Sites DefinedWhy Social Media? How is Social Media Relevant to Business? First Steps Toward a Social Media Strategy, and Decide What Your Business Will Do About Social Computing, pt. 1

Next up: Get Found on Social Media


[1] Ping.fm: bit.ly/dwbqG3

[2] Advice on email sigs: bit.ly/9eCOfM

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About NextPhase Selling

Social Media Performance Group is a premier enterprise social media consulting company that offers a unique approach to integrating social media into the enterprise — forget about the tools, it's all about the strategy! Rather than focusing on the tactics (do this or that on LinkedIn, Twitter, YouTube), first we work with you and your senior leadership to comprehend your corporate strategy. Once we understand your strategic objectives and goals, we show you how a comprehensive social media strategy can integrate with and support your corporate strategy. We take an enterprise-wide view based on our unique Enterprise Social Media Framework, which maps social media to all appropriate touchpoints in your enterprise. We go beyond the obvious quick hits — sales and marketing — and help you achieve social-media-driven results in areas such as product development, customer service, and employee engagement and retention. As a result, social media is not just bolted on; it is integrated with, and provides support for, your company's existing strategy and operations, yielding unprecedented results.
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