The social media can do so much in the daily management of a blog. It seems a trivial step, almost taken for granted, but in most cases these channels are used as a simple link amplification. I publish the post, share it on Facebook and Twitter, close the browser and continue to do other things.
It does not work like this. Social media is your blog’s best friend when you leverage these platforms the right way. And however varied the scenario may be, partly due to the great choice and dynamics linked to the single reality, there is a truth behind it all.
You know what I mean? Conversation. Social media can help your blog implement visits. How? Through what you already know how to do and maybe put into practice with some success: I’m talking about sharing, the classic publishing activity that attracts all of us. Do you have a Facebook page to manage?
Perfect, you launch the post and put it on the bulletin board. How? With a classic URL copy and paste action. But in this way you take advantage of only a small part of the opportunities that arise on social networks.
The real power of social media
This is one of the most important mistakes, one of those that is best avoided: the social network is considered as a place in which to launch links to collect visits and clicks. But things are bad, free visibility is increasingly distant. Are there any methods to increase organic reach on Facebook ? Sure.
But what is really needed is to think through a different perspective: the social network is a channel. Not a tool to launch links and disturb the user in his daily activity, but a solution to create connections. Only in this way can you fully exploit the great power of social media.
A power that goes beyond the casual visit but is linked with the audience’s ability to connect to a channel. What are social media for? How can they be best used when running a blog ? Let’s try to indicate a list of good activities to always do when you manage an online diary?
Social as part of inbound marketing
Social media are an integral part of the inbound marketing process, i.e. those activities that allow you to be found when people need you. Here the idea of interrupting the user while searching for his content is lost, you have to be what people want.
Among the various solutions you can use to do this – email marketing, search engine positioning, influencer marketing, videos and podcasts, events, webinars – there are also Social Media Marketing activities. The relationship between all this and the editorial activity of the blog is close, intimate, exclusive. Because through the online diary (but not only) you create the contents to feed social networks.
Never forget about engagement
Most of the conversations that once livened up blogging now develop on social media. It is not your fault, it is part of the evolution of user habits that requires an increasingly intense use of the smartphone. And you can well imagine that the comment on Facebook is simpler and more immediate here.
But this does not mean dividing the universes: this is not the point, what develops on social networks influences the bond that followers have towards the blog. A tool that always remains the center of your work and your communication: taking care of the involvement that arises in social media comments is a positive step that allows your link to be found on the platform. So you can receive new clicks and comments. But above all, you can reach a wider audience.
Focus on the brand, not on visits
This is an essential point: due to the idea of having to improve the views of the blog through social networks you push yourself into dangerous territories. For example that of spam in groups or click baiting.
That is, creating headlines designed only to grab attention, fuel curiosity, and increase the number of people who expect to find something about your article. In the end, does all this find a great disappointment? Not good, in an instant, social networks become a sentence.
Yes, because you lose credibility. Your name is the most important asset available to an individual, a company, any entity that decides to use the blog to make itself known. The content marketing is the focus of your thoughts, uses the company to create interest in what you do, but you do not think about the effective headline as a tool to hoodwink potential readers.
At the same time, comment marketing must not be just an excuse to leave links in Facebook groups that are de-contextualized, superfluous and unsuitable for conversation. The respect of the audience comes first, and that’s because fairness is a value that never goes out of style. Then there is your good name to defend: once credibility is lost, it will be difficult to recover it, you can be sure.
Are social media your friends?
Yes, when you run a blog (personal or corporate) the ability to optimize flows through good social media marketing is important. Not enough, platforms like Facebook and Twitter must be managed with the dexterity of those who know the rules of content curation, where every update does not translate into pale publication but into a painstaking work of packaging the right content. In short, do you want to turn social media into trusted friends of your blog?