Corporate blog expert Debbie Weil has asked the question, “Should blogging be the hub of your social media efforts?” Tomorrow afternoon, Jay Baer and Chris Baggott will take a stab at answering that in a Compendium Blogware webinar of the same name. Sign up now. Seats are limited.
While Debbie has a fantastic discussion going on in the comments section of the post mentioned above, I thought it appropriate to talk a bit about the hub theory of blogging and ensure the notion is looked upon in the proper perspective.
First, we need to assume that we’re talking about blogging for business or corporations. This differs from personal/hobby or media blogs because with each you have slightly different purposes, goals and outcomes of success.
Personal blogs are ego driven. They are either personal opinion platforms for the author or the content is almost solely what the author chooses to write. Hobby blogs are much the same. Media blogs are focused on driving content around an audience’s needs or interests to draw eyeballs and increase exposure to the site’s advertising. The best corporate blogs are focused on driving business success while serving the audience’s needs.
As an example, look at Fairytale Brownies. They have a corporate blog which has a prescribed goal of winning search results around specific keywords. Their Facebook, Twitter and YouTube presences clearly drive people back to the blog for more information (along with other site-specific content that serves its respective community there). The blog is clearly their hub for connecting with customers.
If you visited their blog in February, you found specific calls to action for Valentine’s Day themed promotions. When you clicked through, you were taken to custom landing pages to buy Valentine’s Day brownies for your loved one. With similar approaches around the year (see St. Patrick’s Day ideas there now), Fairytale Brownies have driven thousands of visitors to their e-commerce site and report an impressive 13 percent conversion rate among those visitors to qualified leads. While they do not disclose specific financials, they have shared a 170 percent return on their investment in business blogging.
The reason (though I’m sure Baggott wants me to tell you it’s because they use Compendium) is because their blog is a hub for their social media efforts. They do participate genuinely on Facebook and Twitter, answering specific questions, thanking fans and the like, but continually bring the focus of the company’s social media efforts back to the blog and e-commerce opportunities. The clear focus to drive customers to the blog, thus giving them the options to click through and purchase is what drives their online success.
Can social outposts be your hubs? Sure. Are they as effective? I don’t think so. You can control you blog completely. Focusing that content on winning search results is easier to execute than on Facebook or Twitter. The more search traffic you can drive, coupled with the social media traffic you move from your outposts, the more your efforts are optimized.
For more, check out the webinar with Jay and Chris tomorrow. It’s free and will certainly be full of great information.
In the meantime, what do you think? Is a blog best used as the hub of your social media efforts? What about focusing your activities on Facebook or Twitter? The comments, as always, are yours.
Related articles by Jason Falls and Zemanta
- Corporate Blog Success Begins And Ends With Business Metrics (Social Media Explorer)
- Should a Blog or Twitter be Your Social Media Hub? (socialmediatoday.com)
- Companies Should Organize For Social Media In A Hub-And-Spoke Model (Forrester Research)
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