In an age where social media and Internet use continue to grow at blinding rates, many businesses are asking, “Should we start a blog?” It is no surprise that blogs have become more and more popular. In the last two years alone, RSS feed subscriptions have increased from 5% to 7%. (1). Not only that, but blogs are now used by 24% of Internet users, which is up from 13% in 2005, a number which is said to be continuously on the rise.

Prior to logging on and creating your business’ online journal, there are a few things to consider. This is especially true if you are looking to appeal to your customers and generate a good flow of online traffic. Here are some tips, blogging best practices, if you will, that will help you to create a strong foundation for your blog and build buzz for your business.

Be relevant:
Make sure the content ties into your business. The last thing anyone who follows your company wants to read about are topics that are unrelated to your business and its workings.

Find your voice/message:
Do not try and be someone you are not; use your personality, but remain professional. And, when choosing content, be brief and to the point, and include visuals when necessary.

Blog regularly:
In order to keep visitors coming back, it is important to blog regularly. That does not mean you need to blog everyday, which could become exhausting. Blog two to three times per week. An even better idea is to create a blogging schedule by blogging on the same days each week. Your blog’s update frequency will play a major role in the audience following.

Allow for comments:
Blogging is a conversation; it is meant to be two-sided. Be sure to enable comments on your blog. And, if you are worried about spam comments or negative ones, most blog platforms have built-in controls to help you to prevent spam and monitor your comments.

Optimize for search engines:
So, you want to increase traffic? Use relevant keywords in your post titles; link throughout the post when necessary; and write about what your target market will be searching for… use search-friendly keywords.

Get social:
Use social networks, when appropriate to market your blog. Sites like Twitter and Facebook can help to increase traffic flow. Also, link up with other blogs and sites in the same industry as your business. This helps to increase the credibility of your blog.

What’s the next step? Begin to research topics, join social networks and start blogging. The first step in marketing your blog is to start one.

(1) Ketchum and USC Annenberg Strategic Public Relations Center

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So you now have your Facebook page set up and have built a nice community of close-knit friends, some family, surprising blasts from the past and maybe a few retail stores and restaurants.  And you are feeling good and established, only to learn that…

NOW EVERYONE IS TALKING ABOUT TWITTER!
Both in under and over 140 characters, Twitter is popping up everywhere. Do you ever feel that by the time you are caught up, everyone is on to the next best thing?

[For the uninitiated:  Twitter is a social microblogging utility (turned marketing vehicle) that aims to keep people connected in real-time.   Twitter consists of microbloggers meaning they can message, or “tweet” as many times as they like, but they must stay within 140 characters.  In Twitter, be brief, or cut off.]

Here is some advice to help you get started, grow and ultimately succeed on Twitter:

STEP ONE: Create your Account
1.    Include a bio.  Twitter behavior has shown that people are 6x more likely to follow you if you disclose a few interesting things about yourself.
2.    Include a company logo or profile image.  Show the Twitter world who you are!  Don’t be caught as the sad brown shape with the two blue circles in it.  Yawn.  Be sure to personalize your account, whether you are creating a branded business account or a personal one.
3.    Include a link.  Like a bio, here too people are 6x more likely to follow you.  Give them a call to action, a path and let them seek out more about you.  Otherwise, you are saying you are happy to be a dead end.
4.    Identify yourself.  Are you the CEO of a major company?  The “Official President of the Terrance and Philip Fan Club?”  Share it.

STEP TWO: Build your World
1.    Become a follower. (who ever thought that would be good advice?)  In order to entice more people to follow you, you too must be willing to follow.  Most likely, unless you are a celebrity, you won’t naturally have tons of people following you.  Interestingly, even in the world of celebrity, those that choose to follow have much greater success than those that don’t.  Following demonstrates that you are open for conversation- and isn’t that what Twitter is all about?
2.    Follow top users.  Perhaps some people are just overwhelmingly interesting.  Or maybe they are people of influence who are inaccessible otherwise.  Either way, whether it be Barack Obama or Lance Armstrong, you may enjoy following top users, and you may learn the secrets for what it takes to be followed in the process.  In addition, following the followed opens you up to their large network of followers.  And it is possible they may even choose to follow you.
3.    Import contacts from existing email accounts.  Twitter was thoughtful.  They know the pain and suffering that results from having to rebuild a new community every time you “move” within the social media world.  To assist with this, Twitter allows you to search your existing Hotmail, Gmail, Yahoo, AOL and MSN accounts to find contacts that already have a Twitter account. Now tell Twitter thank you.
4.    Share your new Twitter account.  Promote your new Twitter world on your web site and business cards, and in your email marketing and elevator pitch.  Tell your Facebook, Digg, Myspace networks that you are now tweeting.  You didn’t build a presence on those powerful online communities for nothing.

STEP THREE: Go!
1.    Go ahead, get out there.  And remember Rome wasn’t built in a day. Start talking.  Tweet.
2.    Interact.  Remember that Twitter is not a broadcast and that you are not on a megaphone on the top of the tallest mountain.  Twitter is  a discussion, a conversation.  Discuss.  Converse.
3.    Avoid TMI.  There is a fine line between getting personal and getting creepy.   No offense, but unless you are a celebrity, no one wants to know your dirt.  Be professional. Some occasional cunning randomness doesn’t hurt, but even with that, moderation is key.
4.    Be interesting. Be engaging.  Be relevant.  Be clever.  Be real.  Talk about news, events and awesomely random facts. Talk about something cool you discovered at work–or at play.  Respond to others.  Talk about something you purchased and love.  Talk about something you purchased and hate (you never know who just may find you). Share links–use a tiny URL to keep you under 140 characters.  Be a resource.
5.    Be active and consistent.  A strong constant presence is just that– strong, constant and present.  Be a reliable part of the online conversation.  Studies show that the Tweet best practice is somewhere between 15-25 tweets a day.   This is doable, while still allowing for survival essentials like sleeping, eating and bathing.  Keep in mind there is also a power in limiting how much you tweet, as people often listen when the silent guy finally speaks.
6.    Don’t over-self promote.  This is your warning: it will be obvious, you will annoy people and they will stop following you.
7.    Mobilize.  Because most people are not strapped to a computer all day, many tweet on their mobile device.  Shaq is doing it– on the bench during games.    You never know when you will have something to say.

Using Twitter Specifically for Business?
There are some special pointers just for you:

1.    Create a branded business account.  This account differs from the personal John Smith, CEO of Company X account.  This account is traditionally more formal, but it still allows you to connect with people as a brand.
2.    Search your brand name and your keywords.  See what people are saying about you and your industry.  Learn if they are saying anything at all.  Save the good (can you say testimonials?) and repair the bad (have customer service respond and assist, or better yet respond and assist yourself.)
3.    Offer value. Announce sales and deals.  New Products and trends.  Talk about contests and free giveaways.  Promote events.  Share breaking news and “How to’s.”
4.    Don’t fear the Twitter.  With the influx of all the social media, many companies are nervous.  Thoughts like “How do I know what my employees are saying?” and “What if my brand is poorly communicated?” are swirling about.  Twitter works in real-time, meaning no time for content approval.  If you plan to add Twitter to your marketing mix, it is time for your employees to prove that they can practice good judgment, extend your brand, and promote your company through Twitter.  Otherwise, concern yourself instead with the stack of faxes that is probably waiting on your desk.

And finally, while you are at it, follow us!