This is an interesting post by at Fast Company, "Newslfash: No One Cares About your Blog." As more and more companies and big brands are scrambling to grab onto the newest gadgets and technologies in social media, the expectation is that if you build it, they will come. Bhargavaat corrects us,
Ring a bell? If it doesn't, it's because you are one of the majority who has better things to do than play with Brand XYZ's exciting new facebook app, despite their expecations that developing such a gadget would prove their relevance, importance or hipness in this rapidly changing marketing world.
Our CEO and Cofounder Chris Baggott often reminds us that our blogs aren't going to get followed as much as they are going to get picked up in a one-time search. The overwhelming majority of our blog traffic are first time visits, which tell us that searchers find what they're looking for in a post that was relevant to their search. We don't expect them to follow us everyday and join some sort of community around our business blogging software, they just happened to find our post in search. And that is our goal in our search marketing efforts, to get found.
Bhargavaat goes on, "Find the individuals who will be interacting on behalf of your brand in social media, and then give them the tools and support to do it well." This is something that a multi-author blogging platform enables, and when you allow your employees to generate content for you and "interact on your behalf," you are creating more and more outlets for your blog to be found. Maybe not "followed" regularly, but surely, found.
"Ironically, the thing that most brands have to worry about isn't negativity (as they often fear), it is indifference. The most common "backlash" against company sponsored social media initiatives are the embarrassing sounds of crickets. No one visits and no one cares."
Ring a bell? If it doesn't, it's because you are one of the majority who has better things to do than play with Brand XYZ's exciting new facebook app, despite their expecations that developing such a gadget would prove their relevance, importance or hipness in this rapidly changing marketing world.
Our CEO and Cofounder Chris Baggott often reminds us that our blogs aren't going to get followed as much as they are going to get picked up in a one-time search. The overwhelming majority of our blog traffic are first time visits, which tell us that searchers find what they're looking for in a post that was relevant to their search. We don't expect them to follow us everyday and join some sort of community around our business blogging software, they just happened to find our post in search. And that is our goal in our search marketing efforts, to get found.
Bhargavaat goes on, "Find the individuals who will be interacting on behalf of your brand in social media, and then give them the tools and support to do it well." This is something that a multi-author blogging platform enables, and when you allow your employees to generate content for you and "interact on your behalf," you are creating more and more outlets for your blog to be found. Maybe not "followed" regularly, but surely, found.
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