It’s a given that when you’ve got a blog under your wing, there is a powerful compulsion to focus so much on the content creation aspect that you end up neglecting your presence on social media, using it as an outlet for the content itself rather than a vehicle for the “brand” that your blog represents. Although it may not look initially like a bad strategy, using your social media profiles as simple spigots for your content can be one of the most costly mistakes you’re making. Social media isn’t just about output. It is also about eyeballs.
Just because Google decided to yank the chain on the “social search” feature it came out with in 2010 doesn’t mean that it’s no longer using social media link proliferation as a measure of a site’s credibility and its value to the search engine. One of the dirty little secrets of successful bloggers is that they have a very active presence on social media such as Facebook, Twitter and Instagram, not only for SEO purposes but also because they know the intrinsic value it presents in other aspects.
It Provides a Proper Brand Vehicle
Much like how most businesses promote themselves via Twitter and Facebook, you should also be using these platforms as a way of interacting with your readers. Blogs are just like any other brand. Coca Cola has its loyalists. Why shouldn’t you have some of your own?
To elaborate a little more on this exercise, think of it this way: Even if you’re just writing about yourself, you’re establishing an entity that is somewhat disconnected to your person. Nourish your brand and you will get more followers. Interact with them, and some of them even become loyal readers of your musings on the web.
Nothing gives bloggers more credibility than having authoritative and insightful interactions with people who raise concerns on their social media page. Twitter is an excellent vehicle for this since you can interact in a fast-paced bite-size format and latch onto niches, directing some of your replies at “bigger fish”. But Facebook also holds its own as a platform for promotion, allowing you to receive direct messages from your followers and interact with them in a much more public setting.
Remember to encourage sharing. This accelerates the rate at which others notice your brand.
Learn More About Your Audience
One of the major problems with web analytics is that it doesn’t present a whole lot of demographic information. Sure, it’s great for determining whether your visitors from Alaska are spending more than three minutes on your site. You might even get an idea of where they’ve been clicking. But you have no idea what their likes and dislikes are, what they are passionate about and what kinds of subjects they like to share.
You gain all of this perspective regarding your audience when you use a social media dashboard that helps you organize all of the data pouring in using a series of fundamental metrics that combine to form a wealth of human-readable information you can use to get to know the people who are interested in your blog. This way, you can use your social media presence as the breeding ground for new ideas that you may begin to apply on your blog wherever possible. Think of it as having a scalpel that cuts through large amounts of information like butter, letting you mash it all together into something that gives you a basis with which to take action.
It’s Good for SEO
It turns out that even search engines have heard of this new and hip concept called social media. They’re onto it like a fly on honey because it helps determine how trustworthy the general public considers certain sites. They will use social networks as transceivers because they will lose a competitive advantage if they don’t. Working on getting as many eyeballs as possible on your blog is useful, but doing so on social gives you an edge you thought you never needed!
What all of this boils down to is the fact that in this century you cannot allow your presence on social networks to wither and collect dust. You have to maintain engagement and establish meaningful dialogue with your “base”. As long as you nip this in the bud, you’ve got one less thing to worry about that could be hurting your rankings. It doesn’t even cost much to maintain an active and engaging social page.
Don’t forget that social media profiles are also ranked within search engine results pages.
It Gives You Bundles of Authority
Engaging your visitors in meaningful conversation not only increases your brand profile but also hands it a certain degree of authority. Putting yourself in that position of prestige also rubs off on your blog in many ways. First, let’s get to the most obvious point: Your readers are going to look at your blog differently from the moment they associate it with trust.
In addition to this, you send a signal to the wider world that you’re the one to trust on your particular niche, showering you with all the perks that come with having a verification badge on a social media platform. Keep talking and make sure you engage people in discussions that are not only helpful but also assert you as the top dog in your realm.
If you are willing to put in the actual work required to nourish and grow your social media presence, you will notice this often has a strong parallel effect on your blog, especially as you begin posting your pieces on a regular basis. This—alongside the tender love and care needed to properly maintain your presence online—will provide you with the symphonic ensemble you need to grow past the cocoon stage.