Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is discussion about how to ensure your company’s blog is supporting the company’s goals; why you should be vigilant in maintaining the integrity of your social stream; and a proven process for developing and nurturing an online community.
Above all, don’t broadcast. That’s what the news page is for. Nothing will turn visitors off quicker than a product / service focused blog. The content posted needs to be useful in order for people to digest and act on it. Lead nurture isn’t the number one goal of blogging, but it is a goal. Trust built over time will put you in a much better position to engage regular readers.
Personally, my approach is that I have the right to defend my stream. If I see bad things going down on my stream and you are the one causing those bad things, depending on our relationship, I may remove you from my stream. I am trying to get the best experience possible out of my use of the platform. Life is too short for me to expose myself to stuff that weakens me.
By reviewing these three data points (growth, engagement and sense of community) every month, you can identify exactly where your community lies in the lifecycle. This tells you where you are now. Then you can apply the table above to know how much time you should spend on each element, and look to see which tasks you should be participating in.