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Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success by Neal Schaffer

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Chapter 6

Blogging as an Essential Part of Every Social Media Strategy

Blogging is often misconceived in the business world as being something for personal discussions only, but statistics show that 28 percent of Fortune 500 corporations already have blogs,1 and it’s becoming as much of a communication medium for businesses as it is a personal one. I talked about determining your social media objectives in Chapter 3, and one of the common objectives businesses have in creating a social media program is generating website traffic. Although platforms such as Facebook, Twitter, and LinkedIn may succeed in driving traffic to your website, there is a slight disadvantage in that content on these sites isn’t owned by you; that is, it’s content that is residing somewhere other than your website. Using a blog becomes a rational strategy in creating content that can be shared and amplified through social media channels and that will ideally bring people back to your website.

HOME BASE

If your business is going to be active in social media, what will it say and how are you going to draw people to your website, where they can make a purchase, learn more about your products, or act on some other objective they may have? Social media channels such as Twitter don’t provide a lot of space to convey what your company does, so your blog becomes your home base—the central hub and part of your website that establishes your authority or voice. By creating content on your blog, you’re able to convey ...

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