How Does a Blog Fit into All of This?
Once upon a blogosphere, people on the web connected and talked through text, audio, and video, linking from blog to blog. That linking made a community of people who were related by content and conversations on those same blogs.
Then about 4 years ago, the blogosphere got interested in social media tools. Microblogs and social networks were new ways to reach out, connect, and talk. The blogosphere was evolving …
- As the blogosphere grew up, some members stood out. They were fluent, proficient, had abilities as practitioners and teachers. Their subscriber lists grew faster. Their voices were heard first and sounded louder. People started looking up to them. Smaller groups formed around what they said.
- As the blogosphere grew out, some members built new tools, new sites, and new communities. The businesses offered new things to do, new places to meet, to ways to interact. People looked out for others who even more like themselves. We had new choices. The larger community split off into more like-minded groups.
The effect has been that the community has diversified into smaller groups and spread out. The conversation is bigger, but it’s no longer concentrated on our blogs. The new sites and communities, the speed, mobility, and breadth of the tools attracted even more people to the check out this social web community.
Some of these folks found that they could be a part without having a blog.
Millions of people are spending their time on the social sites. They will out their many profiles with a to Facebook or LinkedIn. The commitment is lower and requires less editing.
How does a blog fit into all of this?
Having a blog was a having a home in that community — a place people could visit, get to know you, engage with you and your ideas.
It still does.
In fact, a blog is even more foundational. Have you noticed how noisy the Internet is? When people visit our blogs they can come in from the huge noise of the larger conversation stream. A blog can offer a respite. They get room to breathe and a chance to share a larger thought. But it’s time to step back, think strategically, and adapt to how people act now. Habits have changed.
According to PostRank study from 2007 to 2009 which followed 1000 of the most engaging feeds, they found:
- 30% more people are engaging in the social web
- less than 50% of that engagement is happening on blogs … it’s moved to social sites.
- trackbacks linking blogs have dropped from 19% to 3%
- Twitter, Friendfeed, and Facebook and other social sites have gone up from less than 1% to over 29%
- Blog posts have a longer life-span. In 2007, 98% of the engagement occurred in the first HOUR. In 2009, only 36% of the engagement takes place in the first DAY.
Unless you’ve just started blogging, you’ve probably noticed some of that — fewer visitors than last year, how the conversation has moved away from the comment box to the social sites. But you might have missed how quickly more people are coming or that our post are lasting longer and reaching farther.
That calls for a serious new strategy as the Blogosphere evolves into the Social Web.
A 12-Step Strategy to Fit Your Blog into the Social Web
Your blog numbers might be down, but the engagement in what you do and think could be growing exponentially. The bloggers and blogs that do well offer outstanding and meaningful content that is in tune with where folks engage naturally and easy to read and share with their friends.
Here are 12 Steps to consider to refit your blog to the Social Web.
- Mark your place … Find the tools you need to measure where your blog is today. Some include: Google Analytics, Woopra, Quantcast.com, Alexa.com, Technorati.com PostRankAnalytics,and Compete.com Identify and track information so that you have a historical marker.
- Do Reconnaissance … Use the tools and study conditions to find where your main audience spends their time. Look beyond Twitter, Facebook, and LinkedIn. Find the niches. Learn their habits. Starter tools include: Google Alerts, Search.twitter.com, addictomatic.com, and topsy.com Internet’s Largest Twitter Tools Resource List.
- Watch, Listen, and Make Alliances … Be constantly aware of what other people are doing. Ask for help. Turn great conversations into content. Invite savvy bloggers to write guest posts on topics they know more about.
- Clarify Your Identity / Message … Who are you and what do you talk about? In this fast-paced trust economy, people want to instantly who you are. Design and content need to say who you are. Does your design look like everyone else’s? Content is the main context of your web identity. It establishes your authority and your expertise. Google loves new content to index. People love new ideas.
- Define a Consistent Workable Plan … Identify 4-8 key niche topics you’ll write about and 4-8 types of blog posts you favor. You might make a blank monthly grid with the types across the top and the topics down the side. Even a loose plan — one that allows you to respond to new ideas and unexpected events in your area of expertise — will make the blogging work more predictable to you and more accessible to your readers.
- Use Best Practices … Save time by brainstorming several ideas first and later writing several drafts at one time. Then, you’ll have “almost ready” blog posts captured when you need them. Link out, cite, and promote others at least 6 times more than you promote your own work. Understand when sharing your work is passing on value and when it’s being a pain.
- Test Constantly … When and where will you publish? How often? Which days? Which time of day works for your audience? Should it be more or less than one a day?
- Mind the Details … Write outstanding headlines over outstanding content. Take more time than ever before making sure your ideas are sound and attractive. Target them to your niche. Loyal fans will see, read, and share.
- Network and Connect … Plan time at social sites and commenting on other blogs. Divide that time between people who do what you do and your ideal customers. Start conversations online and off. Be interested and interesting. Look for reasons to offer a hand.
- Innovate New Forms … Try a “Twitter trackback.” When you reply to a reader’s comment, take the link back to him or her. A quick tweet saying, @ReaderX I answered your great comment [link] promotes the reader as well as your reply.
- Feed the Content Community … Write content and answer questions wherever your readers are. Engage people where they are. Don’t hide all of your ideas and expertise on your blog. As Google starts indexing more social sites, this can only work better and better.
- Invite People Home … Constantly add resources and repackage content to readers to explore your archives again. When it’s appropriate, invite people back to see other things you’ve written or to make sure they don’t miss something they’ve said they need.
Having a blog is even more important now that the blogosphere is evolving into the Social Web. Blogs still offer the place where we can “go deep,” expressing thoughts with clarity and conviction, where we can talk and engage under our own terms of service. A power strategy can leverage your blog to grow your web presence, your business, and your brand.
What other strategies are you using to fit your blog into the Social Web?
–ME “Liz” Strauss
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Thank you, Liz, for this perfectly timed post! It’s hard to believe that I launched my worklifefit.com/blog four years ago and have been blogging for Fast Company for almost three years, and I was beginning to think about how to take them both to the next level in the context of broader social media. You’ve more than answered my question. Putting my plan together now, and look forward to seeing the impact over the next year. BTW, receiving your “SOB” distinction was one of the highlights of 2009. :)Happy 2010!
Hi Cali!
It’s amazing how quickly “blog years” seem to go by and how much changes in the evolution of the web in each of them.
This year seems a most important year to rethink how a blog fits in the bigger scheme of things. You’re savvy to be thinking of how to handle it already.
Thank you for being part of all of this!
You’re not a stranger here. 🙂
Great post, Liz. You’ve quantified some of the trends I’ve observed and shared great tips and ways to plan for the year ahead.
Thanks and best wishes for 2010.
Hi Kim!
We all move with the trends so unconsciously that we often don’t see them.
Worse than that, we can think what’s happening is only happening in our little space.
It’s good to step back, seeing what’s going on with everyone. So glad this post is helpful to you!
This strategy list is awesome, Liz, and totally backs up the tactics we regularly see when folks’ have steadily growing (or exponentially growing, in some cases) engagement with their audiences.
You more or less say it in a couple of spots, but just to be glaringly obvious, one of the biggest things you can do for your blog, yourself, and your audience is regular blogging. It “trains” all concerned. Whether that’s once a week or thrice daily, get in the habit. It gives your audience new good stuff to read, gets you in the habit of writing, and of thinking about what’s next.
I don’t think decreased overall stats are the end game. I think we’re in a phase now where people are giving up sites they don’t get a lot of value from, and figuring out the ones that really work for them. And I think the next step is re-growing readership/audience/community — but this time through more organic, people-vetted means that will result in growth of a much more engaged group.
Can’t wait. (And this post will definitely be a link in my next newsletter. Thank you!)
Hi Melanie,
You should know. You guys at PostRank are watching closely.
You right about consistency. When people ask me how often to blog, my answer always starts with “Consistent is more important than frequent. Don’t be a binge blogger.” We all get into our habits of how we think, read, and write, even Google spiders will consistently return if we blog consistently.
I love that you underscored the importance of value as well.
Thank you for adding so much to what I started in my post!
You’re not a stranger anymore!
Liz: What a fantastic viewpoint! So many bloggers struggle to work within a changing landscape. Your comprehensive look allows people to make more of an impact with their blogging efforts. It’s a great time to revamp and relook for the new year. Thanks for the nudge. 🙂
Hi Kristi!
Congratulations on your upcoming Summit Some great speakers there!
Your Summit is a wonderful way to reach out from your blog to feed the community. You’re enlisting some great minds to help you. I think you’re onto a strong and powerful strategy. If you need a nudge at all, it’s a nudge to keep doing what you’re doing!
Brilliant! Thanks Liz.
Great post, Liz!
This is totally a summary of points to take your blog to the next level that even those of us who are experienced bloggers should read, totally!
I started writing a Blogging 201 series (e.g. beyond Blogging 101) precisely because I thought we needed something like that, and much of what you wrote resonates strongly with what I have written before in that series!
Thanks, Raul!
We need more of what you’re doing! Keep it coming!
This is a treasure trove of advice right on the day i’m working on a new plan for my blog.
Point #5 is particularly helpful. I had decided to try and develop and editorial calendar to keep me on track, but then was a little stumped on where to start (right now I just blog whatever comes up). Your strategy is great.
Thanks and happy new year!
Hi Louise,
We can get so involved in the daily “get it done” of what we’re doing that we lose sight of what’s going on around us. Sometimes my response is to simply step away from the computer and “go analog.” I write or draw out thoughts on paper first.
You’re not a stranger anymore. 🙂
Great post, Liz.
Thanks, Carole.
I always love when you stop by to say you’ve been here. 🙂
I’m a new blogger and I was so excited to read your post! Your information was extremely helpful to me! Thanks so much!
Hi Melissa,
Welcome and thank you!
There’s lots here for new bloggers. Don’t be afraid to ask. You’re not a stranger. 🙂
Thanks, Liz. This is specific, practical and able to be implemented quickly – just how I like it.
I’ll let you know how I go with them.
Best to you, Robin
Twitter: @Robin_Dickinson
Hi Robin!
Thanks for telling me why you found this useful. It makes it easier to do something useful again!
Thanks for a great resource, Liz. I’ve sent the link to other bloggers.
I think we’re at a watershed as bloggers and next year it will be especially important to find our place within the landscape of Social Media – or get left behind.
Oh Mary,
Great to hear from you!
I so agree that this year will be the year of the serious bloggers finding our place in the social web. It’s work what we do and so much easier just to chat on Twitter. 🙂
Hi Liz – it’s me
Happy New Year!
This article http://www.dailyfinance.com/story/company-news/the-new-homeless-aspiring-web-developer-ends-up-on-san-francisc/19290233/
reminded me of you…
ewh
EWH,
So good to hear that you’re still out there!
Liz, this is a very well thought out and researched article. Thanks for the great content! I’m Digging this article so I can refer back to it throughout 2010!
Thank you, Steve,
It seemed time that we all stepped back and looked at our blogs in light of the 30,000 foot view. The value possibilities are slightly moved, but still powerful and important. The time I spend on my blog is time well invested. I’m sure of that!
Hey Gal…A few weeks ago I said something about feeling a deeper connectedness with folks I dm on twitter…and the you nudged me to just blog with that same voice. The result has been huge. Blogging true to my voice is the real coming home.:) and yeah, Thought by thought is a cool lil oasis of a pad for my now;) These 12 directives will give me a focus for the months ahead for sure. would love to think get em all down by Feb. Maybe 1 per month more likely….step by step. You are a gift to this sphere for you are genuine and you help and this is what I intend as well. Hugs abounding.
Tre!
I can feel your energy. Take it bit by bit. Capture your ideas as they come. Write when you have the energy and the spirit. Keep your heart and your head in it. 🙂
Excellent and very practical. Will put it to good use.
Cheers and a happy 2010.
Hjalmar
Welcome, Hjalmar!
Thank you for your kind words. I’m glad you’ll be using my work in 2010!!
Perfect timing to guide my 2010 blogging efforts! Thanks! Social networking can serve as an essential forum for those of us trying to organize social justice campaigns, such as mine, giving voice and visibility to homeless kids and families. Improving how the message gets shared is crucial and your suggestions help.
Hi Diane!
Exactly, blogs inside a social network can give us powerful voices and magnify our visibility. Nowhere else can we manage and control the content and the context in such a vital way. That you “get” that important fact means you must have a fine headstart on what most folks are doing. Of course, can’t do enough. Glad I could help in any way.
You’re not a stranger anymore. 🙂
What an insightful blog post. I really enjoyed this and learned a few pointers that I can implement.
I do agree that connecting is one thing but connecting deeper is the essence of human interaction. Knowing where, when and how to connect is the ultimate key and a blog (which I love by the way) is the base foundation of it all.
I have found that my stats are rising in the social media arena what amazes me is that people from all over the world come and read. I have also noticed more RSS feeds connecting to my blog. When at first they were scanty now they overpower everything else.
Social marketing is here to stay and only getting bigger. To me it is a must that at some point you have a blog for a home base.
Thank you for reiterating this point!
Hey Carla,
Yeah, we agree. I often wonder what I would think of all of this, if I never had a blog. I’m not sure I’d stay with it. Without the blog, I’m not sure I’d understand the depth of interaction and connection that really can come of all of this. I can see why non-bloggers are attracted to Facebook, because it’s the next place where conversations seem to take place. But that’s a little like meeting away from home, rather than inviting you in. 🙂
Thank you for sharing so much of what you think!
I am new to the blogging world and I appreciate your insight into the past and embrace your recommendations for the future.
Michael,
How nice of you to point out the value of including the history. I appreciate that!
Good luck with your blog. Take it slow and easy and keep it fun!
Liz,
I always find new ideas here. Thank you for sharing. Also, a good reminder to share and build others up.
Looking forward to a great 2010!
Tim
This was right on time (found you through Angie Pedersen’s Linked IN post). I was on the fence about whether or not to continue blogging and you have given me the clarity I need. THANKS!
Obrigada, Liz!
Depois ter lido o que escreveu, me motivei e reativei o blog do site para o qual trabalho! Com certeza depois de 5 meses sem nenhum post, todas estas dicas farão a diferença!
Obrigada
Obrigada, Renata!
Too bad I read it now… Not 2 years ago! It would save me so much time discovering discovered.
Wonderful article. Very well put.
Now days with impossible to count amount of blogs ans social media… All one needs to keep his or hers blog in the lead is TO BE INTERESTED IN BEEING INTERESTING!!!
the rest comes by itself.