Does Your Social Media Have Backbone? 5 Reasons Why You Need a Blog!

Are you overwhelmed by all the social media platforms and don’t know where to start?  Feel a bit like a deer caught in the headlights when planning your social media strategy? If you feel like this, then imagine how your prospects and customers feel when trying to find you, like you, get to know you and trust you”¦and ultimately do business with you”¦lost!

5 Reasons Why you need a Blog (get some social media backbone!).
Build your Blog and put some backbone into it!

Social Media is not just something you “do”.  If you head out into the big, wide social media world without a plan , a base, a strategy, you will be just as lost as your prospects and customers are. And that is no fun for anyone?  You need to get some backbone.

So, how do you get some backbone into your Social Media Strategy?  I have one word for you”¦well, two actually.

Word 1.  Content.

If you want to have a successful social media strategy that helps you attract (and make sense of) all the comments, likes, tweets, posts, pings, pins, @mentions and shares, you need to have some way of producing content that establishes you as an authority in your field or niche. You need to find some way of providing consistent value to your prospects and customers.  And that “way” needs to be something with a stable base.  Sure, I could tell you to engage on Facebook and Tweet to your heart’s content on all the popular, yet isolated social media platforms”¦.but unless you have a home for all of those tweets, comments and likes to gravitate back to, then your likers, followers, and commenters will get lost and drift away.  They will be unsure what you want them to do, and they will head off to find the next shiny bright object to play with.

Which brings me to Word  2.   Blog.

You need a blog.  A what?  A blog.  Now before you say “I am in business, I am not a blogger”.  Think of a blog as a dynamic website. Traditional websites are really little more than a brochure on the web; a static display of information that doesn’t change and doesn’t particularly appeal to Google for SEO purposes.  Times have changed. A Blog (or Blogsite) is a dynamic, changing, content-driven interactive website that allows you to provide a “base” for all of your social media efforts.  It is your social media home. Your mothership. The place where all of your traffic should ideally be heading. Your place to do business. Your place to provide awesome content.  The centre of your strategy.

Your backbone.

Without a backbone, without the spine provided by your blog, you are wasting your time on Social Media. Sorry.  Hate to be blunt, but it’s true.  But don’t panic.  I have some ideas for you.

Here are 5 ways a blogsite will bring “Backbone” to your social media strategy:

  1. It gives your content a “home base”. A blog allows you to create consistent content that has a base or solid foundation.  Whether it be an article, some news, a link to one of your videos, a review of a book or product, or even someone else guest posting on your site, a blog is ideally the BASE for your content. Then you can use the other platforms to share it (ie posting the link on Facebook, tweeting out about it on Twitter, using a video you have produced on YouTube that is featured in your blog post). The potential for cross channel marketing and avenues for sharing your content is immense when you have a BASE for the content in the first place.
  2. It creates a “Cat Flap”. Having a blog allows you to create a cat flapbetween your Website and your other favourite social media platforms. By clever use of plugins, links and references, you can set things up so that your prospect and customers can easily move between your blog, Facebook, Twitter, YouTube and  Pinterest with minimal effort.  This makes it easy for them to  subscribe to your blog posts, like your Facebook Page, Follow you on Twitter, Subscribe to your YouTube Channel and repin your Pinterest Pins.  Some easy ways you can do this are:
    1. Have a Facebook “like box” on your website/blog home page. This allows Facebook users to “like” your page without leaving your blob.
    2. Have an email opt in form on your Facebook Page so that your likers can immediately sign up to your newsletters or blog updates straight from your Facebook Page – without having to leave!
    3. Have links from your Website/Blog to Twitter and YouTube Channels so that they can follow you or subscribe to you or easily find your Blog to join your mailing list”¦with ease.    Just like a cat does with a cat flap.
    4. Set up share buttons on your YouTube Channels so viewers can easily link to Facebook, Twitter, Google Plus and your Website.
  3. It allows you to build your list. Social Media has changed things up a bit, but essentially it is still vital to build a list”¦your database of contacts, prospects and clients. The difference is that now, the list is dynamic. We interact with it, we engage with it and email is just one way in which you will do that.  By having a “base” or a website/blog with backbone, you have somewhere that people feel comfortable exchanging information with you.  A blog or dynamic website can have easy to use email management programs installed (ie mailchimp, a-weber) that allow you to easily manage your list.  If you are providing content as per no 1 above, and driving that content out to Facebook, Twitter etc FROM your blog, then you will find that people will feel comfortable signing up to your database or list”¦”¦whether do it directly from your blog or via your “cat flap” on another social media platform.  Your blog provides the backbone for your list.
  4. It allows you to monetize your social media efforts. If you put the time in and build a community of engaged, loyal clients that become raving referring fans then the potential is great for them to buy your products and services.  And by creating consistent content (ie 1) and giving them a “cat flap” (ie 2) to find those services easily, then they will arrive home to your website or blog to do business with you without even batting an eyelid.   A website or blog that is the “home” to your content is the perfect place to base these products and services.  Here are a few ways you can do this:
    1. Use links or shortened bit-ly links in your tweets to drive traffic back to your blogposts or (if you are promoting a product or service) your sales page or event.
    2. Put your blog/website address on all printed advertising, email signatures and business cards.
    3. Ensure that your blog/website address is hyperlinked wherever it is possible, for example
      1. In your Twitter Bio (you can add your website link)
      2. In the “About”  section of your Facebook Page – a hyperlink will also work here, so ensure that your copy is short, so that the hyperlink shows up on your wall.  On our Socially Sorted page, the About section is listed as:  Thinking about Engaging Social Media? Talk to us! www.sociallysorted.com.au
    4. On your YouTube Channel – new features on YouTube make it easy to list your website (and other social media platforms) on your profile.
    5. Add email/newsletter opt-in opportunities wherever possible to build your list.
  5. It establishes you as a trusted authority in your niche. This one is a no-brainer. Consistently producing great content that gives great value from a stable blog or dynamic website with “backbone” and sharing that content via other social media platforms will help to establish you as a trusted person of authority in your niche.  People want to see where your home base is. They may see you mentioned on Twitter, see your content shared on Facebook or see someone posting a video from your YouTube Channel”¦.but it is your home base that they will come to ultimately to check you out. That’s your blog. Your dynamic website.

Have you got the backbone for blogging?  I know you do! Remember that you can start simple and go from there. One post a week on a consistent day is a great way to start. It can be a news article, a blogpost containing tips, how-tos or a top 5,7 or 10 list”¦or perhaps a link to a video, a review, a series of photos, or even your take on someone elses article or content.  Start simply and go from there. Nobody needs you to be “Wordsworth”.  People just want to hear about your message and why you do what you do. Start with that. After all, it is your passion that really provides the backbone. A blog is just  a tool for you to express it.

So, do you have a blog? Have you tried blogging? If so, what works best for you? If not, are you now interested in blogging for your business? Leave your blog link below!

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Donna Moritz

Visual Social Media Strategist at Socially Sorted
Donna is the founder of Socially Sorted, winner of Best Business Blog in Australia 2014 and a Top 10 Social Media Blog for Social Media Examiner, 2015-2017. She helps brands leverage the power of visual storytelling and content strategy in their business. Her content has been featured in publications such as Forbes and Entrepreneur Online and she is a contributor to Social Media Examiner. Donna speaks about digital and visual content for the marketing and tourism industries internationally.
  • You’re a woman after my own heart! And to those with a business saying ‘what do I blog about’….. it’s a case of taking all of that knowledge in you head, and on your hard drive and turning it into easy to read articles and useful resources that answers some of the questions you most commonly hear. You can also share interesting and fun stories, personal insights…..there really is no limit to a blog!

    • Thanks Krishna! I just love the whole idea of re-purposing content. I often have clients who say that they have no time for blogging and they don’t have anything to say, and they are already providing so much content via presentations, articles, interviews, webinars and it is all there! There are so many ways that you can come up with content. It is limitless really. Thanks for your comment and reminder about how important it is! :o) Donna

  • Love it! I like the terminology get some backbone too. I’ve been saying “are you taking your social media seriously yet?” to try and change mindsets around what it will do for your business. So I just shared on my page. 🙂

    • Thanks so much Amanda. I am glad you found it useful. I agree, businesses do need to start taking social media seriously…or even better to take relationship and content marketing seriously. At the end of the day they are all names for connecting with customers or potential customers, providing them with great information, content, VALUE and good old fashioned customer service. There are many tools for doing this, but it just so happens that social media, and particularly a blog are tools on steroids that just work so well! Thanks for sharing too! :o) Donna

  • zoe

    Great post – too true re having a blog and using it as a gateway for social media and your website.

    • Thanks Zoe – yes a blog is definitely a great homebase. It is amazing how many people do not have a blog, or in fact any “dynamic” way of providing info on their website. If websites are static or without changing content nowadays, they may as well not be there…Google loves variety, organic content and VALUE!

  • Great advice – having a blog definitely makes it easier to use some of the other social media tools because you’ve acctually got some content that you can share and promote

    • You are so right! I find that with most of my clients, once they get a blog going, they have a lot of content that they can use and repurpose…and it definitely drives traffic back to their website by posting out to other sites about it. So I definitely agree with you!