Why You Need a Blog and How to Leverage It Using Social Media

ID-100168006More than 70 percent of Fortune 500 companies have active Facebook and Twitter accounts, yet only 34 percent have a blog. As brands’ reach continues to decrease on Facebook, some are looking to take their marketing resources and dollars to other social networks. But the reality is that other social networks could soon follow in Facebook’s footsteps. Rather than host your original content on someone else’s site, why not host it on your own? Different social networks are going to come and go in terms of popularity, price and audience, but the content on your blog will always be yours—and you can share it on whatever social network you please, driving followers back to your website.

The most common response we hear against starting a blog is it will take too much time and what if no one reads it. While it’s true that starting a blog can take some time, once you develop a content calendar, brainstorm a few ideas and get used to setting aside time to write each week, the time invested in blogging is well worth the effort.

Still on the fence? According to statistics from Social Media Today, 77% of Internet users read blogs; 70% of people learn about a company through articles rather than ads; and 81% trust advice and information from blogs.

Now that you know having a blog is no longer an option, understand that social media and blogs go hand-in-hand. Blogging supplies you with content for your social networks, while using social media to promote your blog will help build your readership and ensure someone actually reads it. Below are best practices for integrating social media and blogs:

  • Promote every blog post on your key social networks. In order to get results with blogging, you need to promote your blog. Utilize your existing social networks where you already have a presence to send traffic to your blog.
  • Write unique social media messages. Don’t just tweet your blog post title and link. Write creative and compelling social media posts to entice people to click on the link and read your blog. Also, be sure to include a call to action.
  • Share blog posts multiple times. A lot of time and effort goes into writing each blog post, so be sure to promote it more than once. As mentioned above, write a unique social message each time you promote the blog post.
  • Incorporate social media feedback into blog content. Pay attention to which blog posts receive the most engagement when you are choosing which topics to write about. This will ensure you are writing about the topics that resonate the most with your audience. You could also take it one step further and poll your audience on what topics they enjoy the most.
  • Link to your blog from social networks and vice versa. Include a link to your blog in your social media profiles and encourage followers to subscribe. Be sure your blog URL is included in your Facebook profile, Twitter bio, LinkedIn profile, YouTube channel description, etc. Similarly, include icons and links to your social media networks on your blog.
  • Make it as easy as possible to share your blog. Include share buttons for Facebook, Twitter, LinkedIn, Google+ and StumbleUpon to make it easy for readers to share your post.

Now that have a continuous stream of content that is hosted on your website, you will always have content for your social media channels, not matter what those might be.

Lindsey Congeni

About Lindsey Congeni

Lindsey Congeni is the Social Media Director at Fathom. She is a graduate of Ohio University with a degree in journalism. She has 10 years of experience in corporate communications, public relations and digital marketing. Lindsey specializes in social media research and analysis, and uses the data she uncovers to provide complex organizations with sound social media strategies. Outside of the office, Lindsey teaches fitness classes and enjoys running and reading.

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