SEO: Search, at it’s most basic level, is dependent on content. Because of resource and monetary considerations, even the most well-crafted Web site is not conducive to continual content updates. Corporate blogging during a recession isn’t a social proposition; it’s an economic one. Consumer spending might be slowing, but Internet search is alive and well. And now is the perfect time for your voice to be heard above the din – without breaking your company’s budget.
Keep it simple. Recommended post length is 150-175 words. Posts over 200 words should be used in other strategic ways, generally for lead generation. Anyone can do it. The best blogs use ‘subject matter experts’ under the umbrella of a topic area, or tag, to keep it current, diverse and relevant. Because anyone can do it, there must be rules. Blogging policies should be in place for employee activity on and off the official company blog. Rich media is a winner. Using Facebook as an indicator, users are 70 percent more likely to engage with posted content if there’s video. If the video has sharing features (e.g. embed code), bloggers are more likely to pickup the post for the same reason. Which reminds me, all client video should be branded with top, tail and bug treatment. Keep it to 3 to 5 minutes. SEO is key. Corporate blogs are not keenly followed or written about today, one of the biggest contributions they can make to a company/brand is SEO, ideally driving SEM spend down.
Transparency Build community Consistency Make it easy to use Be committed Take the good with the bad Admit mistakes Make a policy Have a strategy and specific goals
Benefits: Allows you to add to the existing dialogue. Increases your online presence. Broadcast your message on posts of targeted interest. Increase the number of trackbacks your blog and site. Recommended Tools: Look for appropriate places to comment at least 1x weekly. Provide detailed company and/or product information. Have comment replies emailed to you – return to the post to clarify or acknowledge any company-related comments. Target industries and publications to comment on – be sure there is supporting content on your site.
Posts should include: Headline and link to all positive coverage. Headline and link to all press releases. Headline and link to all events, webinars & product demos. If a feed of this activity can be created, this can be automated as well. “Tweet” at least once daily. Think about broadcasting your key messages. This can be automated. Promptly reply to “Replies” or “Direct Messages.” It is considered rude if you don’t. Using a micro-blogging desktop application can help you manage. Use a Twitter “badge” on your site to promote your Twitter presence and encourage people to follow you. Learn to use Twitter search to track who is talking about your brand. Engage with key customers and potential customers who are talking about your company by replying to their posts by messaging them or direct messaging them.
Company profile vs Personal profile Groups Fan pages How to gather a crowd
Identify and train a group of employees – such as members of the blog team, key product managers, or technical support staff – to be positioned as your company’s team of subject matter experts on LinkedIn.
Benefits: If you can access the the Internet, you can access your presentations. It can be a good backup for a lost/malfunctioning flash drive (or storage for those without a flash drive). Doing a group presentation? Everyone can access the file (no emailing large PowerPoint files to group members; no excuses for not practicing). You can make the slideshow public, or restrict viewing to a “private” list so only you and your chosen contacts can view/present it. Save paper. Instead of printing the presentation, give your audience the URL to it. You can embed your slideshow into your own blogs and Web sites and post it to social networking sites.
Learn How To Utilize Social Networking Tools (Facebook and LinkedIn) For Business