How to Master Social Blogging Platforms

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

their turf.

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

your buck.

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.

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