It’s a great feeling hitting ‘publish’ on a new blog post, but there is work to do yet.
Whether you’ve spent a couple of hours, or a couple of days working on your latest post, you’ll want to ensure you get as much as you can out of it.
Following is a post-publication action plan that you may want to consider the next time you publish a new blog post:
Share on social media
I know you know to do this, but give some thought to how you share your latest post on social media. Taking the easy route and typing the title of your post with a link is really underwhelming.
There is opportunity to optimize your messaging for each social media platform you share on. Consider things like the length of your message, use of hashtags, questions to spark engagement, accompanying images, and any other nuances that can optimize your social media content.
Moderate and reply to comments
When you’ve published a blog post, you owe it to yourself and your audience to support your content. If someone posts a comment on your piece, take time to think through a meaningful response.
If a spammer manages to sneak a ridiculous comment about the latest male enhancement miracle through your spam filter, delete it so your comments remain clean and on topic.
Maximize relevant impressions
Think about how you can position your content in front of as many relevant people as possible. If those views are on your blog, awesome. If you achieve this by publishing your content on a curation site or guest posting, fantastic. If it means paying a few dollars (if you have a few to spare) for some targeted ads to drive traffic, amazing.
Impressions aren’t everything, but for many businesses, targeted impressions can be important. So, if increasing impressions is a meaningful part of your objectives, then find ways to get them. And don’t forget that just because you may have created amazing content for your blog, doesn’t necessarily mean your audience is going to find it. It takes serious effort and a well thought-through plan to maximize relevant impressions on your content.
Monitor and propagate conversations on social media
If your audience is sharing your content on social media, chances are pretty good that there will also be chatter about it. Keep your ear to the ground and monitor these conversations so that when meaningful conversations emerge about your piece – interesting questions, thoughtful builds on your ideas, fresh perspective, etc. – then you can chime in and play a role in these conversations (if appropriate).
If you are able to have meaningful interactions, you might even be able to convert those who you interact with to being a loyal reader of your blog, subscribers to your social media networks, or better yet, consumers.
Creating and publishing valuable content on a regular and ongoing basis alone won’t yield the meaningful results you are hoping to achieve with your blog. You need to ensure you’re getting relevant eyeballs on your content for it to have any real influence. Also, supporting your content and having a meaningful dialogue with your audience is a great way to win you a targeted following, build loyalty, and increase the chance of converting readership to consumers.
What is your post-publication plan to get the most out of your blog posts?
It’d be great to hear from you in the comments, or on Twitter @RGBSocial
When measuring the performance and overall strength of your business, your books are only going to reveal a portion of the story.
Social media can help to fill in gaps of information other more traditional methods of business evaluation cannot provide.
Through social listening, reading reviews and comments, and paying attention to competitive communities you can learn what you’re doing well, what needs improving, and gain a stronger understanding of what you can do to enhance the performance of your business.
The relative openness of platforms such as Twitter, Pinterest, Instagram, Google+, Tumblr, Blogger, and WordPress, give you numerous places around the social web to listen in on what people are saying about your business or brand. Even Facebook’s Graph Search has made the world’s most popular social network a place where social listening is possible outside the bounds of your own community.
Reviews are not only critical to driving sales for your business, but can be a great source of information and insight about the performance of your business. Glowing reviews can verify the things you are doing particularly well and give you ideas about how you can provide those experiences to more consumers. Negative reviews can reveal opportunities for improvement, areas of your business that are fundamentally flawed, give you ideas for future product development, and more.
Comments and discussion
For some time, branded social media channels have been a favourite place for consumers to express their delight with businesses, as well as tear a strip off them when they have negative experiences. While many of us are becoming pretty good at responding to these comments on social media, there is opportunity to apply what we learn in the comments on our social media channels to influence business practices. By tracking compliments and complaints, we can see trends occurring and apply what is learned to other inputs that influence our business strategy, product development, customer service, or really anything to do with our businesses.
Competitive and related communities
Discussions about your business and brand aren’t going to be contained within your communities. Competitive and consumer driven communities should be monitored on a regular basis, not only for your competitive reviews and analysis, but also to gain as broad and comprehensive an understanding as possible about the performance of your business.
Social media channels can be a great indicator for the various strengths and weaknesses of your business, but you obviously need to be paying attention for it to matter. To ensure you’re sufficiently keeping your ear to the ground, consider adding social listening KPIs to your regular analytic reports. This will help to keep you honest about paying attention to what consumers think about your business, and will ensure that what you uncover is easily shared with others in your organization.
How do you use social media to measure the success of your business or brand?
Have you ever adjusted your business strategy, product or service because of what you’ve heard from your customers on social media?
It would be great to hear from you in the comments, or on Twitter @RGBSocial
Facebook recently introduced photo commenting functionality on business and brand Pages.
So, how can you use this feature on your Page?
Well, I’m sure that you, and others will devise amazingly creative ways to use this functionality in the future, but I wanted to get you started with a few creative ideas of my own.
Bear in mind that these ideas won’t be universally applicable to all business Pages, so remember to take into account how they might work given the context of your business, your goals and objectives, and how your audience uses social media and technology.
Here are 7 creative ideas for how you can use Facebook’s new photo commenting feature to drive engagement with your audience:
Photo scavenger hunts
A nice thing about the Facebook photo commenting feature is that it is retroactively functional for all of your past posts. Engage your audience by creating a photo update that asks your audience to find that photo in a previous update further down your timeline. ‘Hide’ the photo in the comments of a previous update by using the photo comment feature on an old post.
Fill in the blank… with a photo
As you know, fill in the blank updates on Facebook are really common. Take your next brand-relevant fill in the blank update to the next level by asking your audience to fill in the blank with a photo. You could ask them to show an emotion, demonstrate an expression, strike a pose, show something common around their house, showcase the results of your service, or anything else that may be relevant to your business or brand.
Your audience and your product
Ask your audience to photograph themselves using your product in unique and innovative ways, and post those photos as comments. Not only will this give your audience an opportunity to demonstrate their creativity, but it will be educational to other audience members who may not have thought about a certain application of your product.
Bring your audiences’ comments to life
You’ll need to be selective with how you do this, and not every comment will warrant a photo response, but there are cases when you could surprise and delight your audience by responding to a comment with a photo. Think of instances where a commenter asks a question about how to use something, suggests a new feature or offering, contributes ideas for how to further communicate your brand story; all of these are great opportunities for creating a photo comment in response to your audience.
This is getting pretty specific, but if your business is at all food related, posting recipes might be in your wheelhouse. Ask your audience to customize a recipe you’ve posted and leave a photo comment with their result.
Weekend road-trip update
If your business is an automotive brand, car dealership, car parts manufacturer, manufacturer of GPS devices, GPS software developer, or really anything to do with cars and transport, ask your audience to post a picture of their weekend excursions or road-trips as comments to your update. What’s nice about this is that they’ll likely already have a picture to share; it’s just a matter of posting it as a comment, which is pretty simple.
There may be instances where you want to encourage your audience to hit certain milestones of sociability (i.e. when this post reaches 1,000 shares, we’ll release the next installment of our video series). Consider using photo comments on your own posts to mark various milestones and encourage increased sociability.
As mentioned above, these are just a few thought-starters, but I hope you find them to be helpful and to get your creative juices flowing.
Also, remember not to use features like this just for the sake of using them. Ensure that what you’re asking your audience to do is going to feel natural to them, and that you are always working toward pre-established goals and objectives.
How have you been using Facebook’s new photo comment feature?
How do you plan to use this feature?
Have you seen any businesses or brands encouraging the use of photo commenting?
Do you think this maybe useful at some point, or do you think it’s going to be a flop?
It would be awesome to chat with you about your ideas and thoughts in the comments, or on Twitter @RGBSocial
All right, here’s the no-brainer statement of the day; businesses and brands, particularly small businesses, tend to focus their efforts on social media by building and cultivating their own communities.
For whatever reason, they don’t acknowledge, recognize, or think about the fact that there are highly relevant conversations happening about their brand, category, and consumers in other places around the social web – blogs, forums, Twitter, Google+, Pinterest, and on. Further to this, they don’t think to inject themselves in these conversations.
The people who are engaging in these communities are exactly the type of people that businesses should want engaging in their communities. These are their customers, clients, and business prospects.
There is great opportunity in getting involved in these conversations, and the best part is that it isn’t difficult.
Here’s an easy way to get involved – COMMENT.
Chances are that you spend a fair bit of time absorbing content that is relevant to your business or brand, and leaving insightful or interesting comments can actually work toward your social media and business objectives. Leaving high-quality comments can demonstrate your expert knowledge, earn you increased exposure, and encourage reciprocation of contributions in your community.
Demonstrate your expert knowledge
Find content that sets you up to build on the points being made, contribute your own perspective, provide additional support, or otherwise add value. Highly interested community members are more likely than others to read comments and discover the value in the knowledge you are imparting, which means you’ll be engaging the exact people you should be hoping to engage.
Increase exposure amongst your target demographic
By leaving high-value comments, you’ll become known for your contributions and be looked upon as a source of relevant knowledge and expertise. With your reputation on the rise, people will seek out the source of the information you are leaving in comments, which will ultimately work toward converting these individuals to becoming followers, fans and advocates of your brand on social media.
Encourage the reciprocation of comments in your own communities
If you give a little, you can expect to receive a little in return. Sustained engagement by way of comments will earn you the attention of the people who manage those communities and can result in reciprocated commenting on your content. In the end, you’ll be helping each other with your contributions. It’s win-win all around.
Adding commenting to the list of tactics you employ to support your social media strategy can be incredibly beneficial to expand the scope of your influence on social media. You’ll be able to reach a broader audience that is also highly relevant, add value in new ways, and potentially begin to establish strategic partnerships with the managers of the communities you target with your comments.
What role does commenting play in your social media strategy?
What benefits have you experienced by commenting in other communities?
It would be great to hear your thoughts and discuss this further in the comments, or on Twitter @RGBSocial
For those getting started in a community management role, there is frequently temptation to over communicate with your audience, which is understandable. If you don’t have much experience, the feeling of managing a community of thousands, to hundreds of thousands of fans can be exhilarating, a byproduct of which is to show as much love as possible. This love typically manifests itself through over liking, and over commenting on community involvement.
The problem with this is that by liking every interaction, or responding to every comment, you mitigate the significance and meaning of those likes and comments, which ideally should be used as an acknowledgement, or special reward, for exemplary fan involvement. When over-used, likes and comments can become expected, or even worse, an annoyance and inhibitor of the type of behaviour you should be nurturing.
Save your likes and comments for those fans who really go above and beyond…
If a fan submits a valuable piece of highly relevant content, like it.
If a fan demonstrates extreme loyalty to your brand, like it.
If a fan instigates an overwhelmingly positive conversation about your product, like it.
If a fan responds to a question in your post with the minimum amount of effort, maybe reserve that like for something more deserving.
How do you use ‘likes’ and comments to reward your Facebook community? How do you reward them on other social platforms? It would be great to hear from you in the comments, or email me at email@example.com