study by The Center For Marketing Research declared, “blogging declines as new media rules.” Based on results of a survey sent to the Inc 500, the article states, “there is clearly a shift in how these nimble companies are communicating.”

If it is true that blogging is on the decline, then I’d say these companies are more fickle than nimble. Throwing over — or not starting a blog because it’s easier to use Facebook, Twitter or Pinterest is short-sighted and risky. A blog may be an “old” form of social media but it has five benefits that the newer platforms can’t touch.

Ownership

Unless the internet disappears, a blog is the one platform you know you will always be there when you log in. The equity you build is yours to keep. What guarantee do you have that the time and effort you put into building relationships on Facebook and Twitter will not evaporate one day five years from now? And based on how fickle marketers are, who knows what platform the next social media craze will drive everyone to?  Are you willing to bet 100% of your social media efforts on platforms you don’t control?

Insight

filedesc http://www.epa.gov/win/winnews/images...

Image via Wikipedia

The data you get from your blog through Google analytics is deeper, more detailed and more valuable than anything you can get from the other platforms. You have the opportunity to test and learn at will on your blog.  Facebook insights are about as good as it gets on the other platforms, yet even that data pale in comparison to the information that Google analytics provides.

SEO

If Google loves your blog, why wouldn’t you? The Google algorithm prefers your blog to your website because it is fresher, and has (hopefully) valuable, original content.  If you’ve been using best practices on your blog by keeping up with it, offering helpful content, writing to your customers’ needs,  in the language they use (using keywords they are looking for), then your blog posts are helping your SEO. Individual Facebook posts or tweets don’t do that for you.

Space

On your blog, there are no limits to the number of characters, image size or overall length.  On a blog, not only can you take as many words and as much space as you want to tell your story, but you can use your blog to extend the space that you have on the other platforms.  Where will you sent thad Pinterest link?  Do you need your Facebook post to link to a story with an image or video?  The blog is the perfect spot.  While you may want to keep certain conversations within the Facebook and Twitter platforms, the blog provides endless opportunities to create landing pages where you can offer your communities on other platforms the opportunity to visit you in your permanent home.

Trust

Trust is what builds your business and your brand. Nothing establishes trust, thought leadership, and authority like a blog. It takes more than 140 or 255 characters to make a point, tell a story, or build a reputation. And it takes the ability to look back and read the history of what has been written to grasp the entire story or the depth of knowledge that a company brings to the table. You can’t look back very far on Facebook and Twitter.

Blogging has such value that virtually all of the most influential social media marketers are bloggers. Seth Godin, who is one of my marketing heroes, uses blogging as virtually his only digital form of marketing.

It’s easy to have our heads turned by the next shiny object in social media and in fact, many of the latest “crazes” are innovative, addictive and at least seemingly, effective. We want to test them, move to them and because we can’t do everything, abandon something else. That’s the definition of being fickle, not nimble.  I’m not sure how to deal with all the new opportunities in social media.  I do know that jumping from one thing to the next because one is easier, even if the other is more solid can come back to bite you later.

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About Ilana Rabinowitz

Ilana Rabinowitz

Ilana Rabinowitz is the vice-president for marketing for Lion Brand Yarn and blogs about social media at Marketing Without A Net. Rabinowitz approaches marketing with an uncompromising focus on the customer and a grounding in psychology and neuroscience to understand what motivates people to make buying decisions.  She believes that businesses need to develop their own media as a means of creating a branded experience for customers.  She has spoken at digital marketing conferences including Web 2.0, Blogher Business and Internet Retailer. She is the author of a book about psychology, a book about mindfulness and co-author of a book about the culture of knitting. Follow her on Twitter at @ilana221.

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://www.brandboost.co.uk Danny Blair

    The Blogging process is also a great way of disciplining your online and social marketing. Researching and gathering data for an indepth blog post invariably provides ‘joined-up’ ideas for Facebook posts, tweets, Linkedin questions, email blasts as well as being repurposable for PR stories and newsletters. A blog can be the hub of a whole host of social marketing activity.

    • http://twitter.com/Ilana221 Ilana Rabinowitz

      Excellent point Danny.  Blog as hub. Another solid reason that just chucking this form of social media can remove the core that holds everything together.

      • http://www.brandboost.co.uk Danny Blair

        It works for us as a small company. We have to fit our own activity (which is critical for our business) around our clients’ needs. We can only manage one blog a month (which we tend to make in-depth) so the hub approach allows us to use all the research and data gathering we do more efficiently. 

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  • http://orgspring.com/ OrgSpring

    Completely agree here. With newspapers falling like dominoes – blogs are the new repositories for the world’s true data and engaging content. Big companies fall all the time, while it’s not likely that sites like Facebook and Twitter would close down in the near future, it’s certainly a possibility, and if you were relying on only those places for content publishing you’re material will be gone forever. Vive le blog! (that’s not real French, sorry.)

    • http://twitter.com/Ilana221 Ilana Rabinowitz

      One of the best things about creating your own media (and a blog is as close as it gets to your own magazine or newspaper) is that when you want to be published, you just hit publish. The point you make–that a blog is also an alternative to traditional print media is yet another reason to keep up with a blog. A blog is a solid choice in a very uncertain world where so much of the media are on shaky ground.

  • http://orgspring.com/ OrgSpring

    Completely agree here. With newspapers falling like dominoes – blogs are the new repositories for the world’s true data and engaging content. Big companies fall all the time, while it’s not likely that sites like Facebook and Twitter would close down in the near future, it’s certainly a possibility, and if you were relying on only those places for content publishing you’re material will be gone forever. Vive le blog! (that’s not real French, sorry.)

  • Anonymous

    This is such a great post ilana.  I read that report last week just weeks after I started my Blog & I was like ‘Nooooooo!!’ 

    Then I realized this is actually a good thing.  We’ll be Blogging about what we do & love, building a following/tribe, gaining SEO & traffic, becoming an expert & trusted authority, while everyone else is sharing 140-character posts to those who might not even be paying attention!  I’m almost with Seth Godin at this point, he doesn’t even use FB, Twitter.  He has no need to.  Most on those sites are just pushing, they’re not pulling or listening at all.

    On my Blog I can respond to comments & go comment on other Blogs.  I’ve already networked this way & believe it’s paying off immensely.  It seems when people are given the freedom to post whatever they want, they most likely will, good or bad.

    • http://twitter.com/Ilana221 Ilana Rabinowitz

      Thanks for your comment and I’m glad you liked the post.  The freedom to hit publish and to say what you want in the service of your business is a wonderful benefit of blogs.  It’s also a learning experience to hear other peoples’ comments and ideas.  I once wrote an entire post based on a comment I got.

  • http://twitter.com/anjudd Allison Judd

    What a great post! It’s true that newer forms of social media are easier and quicker, but I think there are still many advantages to using a blog to share your ideas, and not having to limit the character count. I am studying Social Media Theory & Practice with @dr4ward at @NewhouseSU. I subscribe to your blog. #NewhouseSM4

  • http://www.carvermediagroup.com/services/digital-marketing/social-media-optimization.html Social Media Optimization

    Thanks for sharing this nice and informative blog. It is really informative and helpful from Social Media Point of view.

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