Social blogging platforms offer organizations an excellent opportunity to engage with their
prospects and customers in their world. Where a company’s site or blog can be considered its
online home, which requires sending out “invitations” to get prospects to come visit, a social
blogging platform is akin to a party where you can meet and engage with your target market on
Whereas many organizations have jumped on the “social media” train, many tend to stick with
what they know, such as Facebook and Twitter. However, there are a number of social blogging
platforms that can still be considered part of the social media sphere but offer a different
approach to content consumption, such as Tumblr, Medium, Anchor and Postagon.
These types of sites are just as effective for organizations as other platforms such as Google+,
Facebook and Twitter. And when used together, they can create a powerful social media
presence that will endear your organization to your target market, allowing you to establish solid
relationships that will turn into higher lifetime customer value. Whether promoting a new site
feature or just hoping to increase sales, a socially-engaged audience will listen.
Here are a few tips to help you leverage social blogging platforms to generate the most bang for
Understand Your Audience and Platform
Like with any marketing campaign, the first step is to understand your target market and the
platform you have chosen. Now, you probably already have a good idea of who your target
market is. If you’ve been in business for a while, you likely have a detailed customer profile and
know them like the back of your hand–if you don’t, then what are you waiting for?
However, when it comes to social blogging, you need to take things a step further. You need to
understand your target market via the perspective of the social blogging platform you will be
For example, Tumblr caters to a younger, more fun-loving demographic that prefers to share
content rather than create it. It’s also a very visual based platform meaning that it makes sharing
images easy. This means that you need to tailor your campaign to provide engaging and fun
Offer the Right Type of Value
Offering the right type of value goes hand in hand with understanding the platform and
audience. Once you have a good understanding of who you are trying to connect with, you will
be in a better position to offer something important to your audience.
A platform like Medium caters to people who want to create content without the hassle of having
to build up an audience or cater to it. All content is sorted by theme and engagement and
authorship has less value than on other platforms. On a platform where the content matters
more than anything else, including who wrote it, you’d have to tailor your campaign to provide
lots of useful information while minimizing the promotional aspect.
A Little Humor Goes a Long Way
There’s nothing worse than posting content that reads like a textbook on a social blogging
platform. People want to be engaged and they want to be entertained. If your article is drier than
the Sahara Desert, then you’re going to have a problem.
So, add a little personality and a little humor to establish that connection. The more entertaining
your content is, the more likely it is that people will share it, increasing the chances that your
content will go viral.
Interaction Is Critical
Like with any other social media platform, you need to interact with your audience. The more
you interact with people, the more they will want to engage with you because they will feel you
respect them. So, encourage comments and feedback. Encourage people to share your content
but also to share their own experiences. And make sure that you always answer their questions
and respond to their comments, even if it’s with a simple thank you.
The biggest mistake you can make is to ignore people’s comments because it will make your
audience feel you have no respect for them. The goal is to show your audience you care, and
ignoring them is a surefire way to convince them of the opposite.
Regardless of how much work you put into social blogging, you can’t rely solely on these
platforms. You need to have your own blog on your own website because rules change,
platforms rise and fall, and people shift from one platform to another. So, as a hedge, you
should have your own blog which should, essentially, be the central hub for all your social media
endeavors. This way you can build up a following that is independent of third-party platforms.