As the resident social media marketing person at F4B I’m offering a Twitter / Blogging – 28 Point Check List.
Does it help? Damn right.
Is it prescriptive? If you follow it to the letter I know it yields results – yes, I can prove it. So here you go:
- Never direct sell your products
- Feature your customers
- Give useful advice away for free, demonstrate your knowledge
- Keep it business like, but not boring
- Give credit where it’s due
- Tell a story
- Plan your posts; make a note of topics covered
- Add value to material you quote or link to
- Blog news articles about your staff, area and clients
- Host it on dedicated hosting (Blog obviously)
- Think about the audience you wish to attract
- Break it up with images and video
- Keep it professional; don’t ruin it with constant product plugging
- Keep it a 2 way affair, read other blogs / Tweets and leave comments
- Match the appearance with the company website
- Feature events you attend
- Talk about problems your business has solved for your clients or visitors
- Use attractive or fun blog titles
- Space out your posts and blog regularly
- Stop emailing PDF newsletters – register them to the blog
- Measure and review your blog popularity / traffic and ‘click-through’ rates
- Cross reference your posts with previous ones
- Include key search phrases, SEO is always part of the goal
- Get everyone in the company involved (no really)
- Cross fertilise with Facebook, Youtube, Twitter, LinkedIn… be sure it is contextually appropriate
- Socialise offline – i.e. mention it when you meet people.
- Give it time
Weekly blog activity, this needs to be a rota system that embraces any and all activity going on in and around the business. The blog will be the voice of the business offering opportunities for staff, management, suppliers, distributors, volunteers, retailers and other friends of the business to suggest and supply content or provide incentives to entice and grow a loyal fan base.
In general the activity will be at the very least be 2 posts a week and can be as little as 300 words (2000 absolute max).
The blog will always have two articles in hand – in other words – 3 will be written, with the first being posted, the other 2 posted in intervals thereafter – the idea being that we create consistency allowing for holiday cover and or illness.
There will be a central administrator who will drive and or be responsible for collecting (and sometimes writing) the content. It is essential that articles are written by a named person and not “the business”. The reason we become emotionally loyal to a brand or product is through association and when copy has personality (and is written from the heart) it is considerably easier to gain fans for the organisation.
Seeding (leaving comments)
One of the essential parts of running a Blog is managing the flow of discussion and linking to other blogs / pictures / videos… you are looking for other bloggers with a large amount of followers in your field.