With the advent of social media, many have announced the death of blogging. Wrong obviously. Today, the two coexist and I would even say more: blog and social networks are complementary. The question now is how to use each of them and above all how to combine them optimally. First of all, and if you are not convinced, here are the advantages that you could derive from a integration of social networks into your blog…
Why integrate social networks into your strategy?
The objective is twofold: use your blog to enrich social media with long format posts and use social networks to promote your blog.
The current use of social networks in England is distributed in this way (2017):
- Facebook: 31 million;
- YouTube: 26.2 million;
- Twitter: 14.1 million;
- Instagram: 11.8 million;
- Snapchat: 9.8 million.
Do they not represent for you an opportunity to increase your visibility and increase the traffic of your blog? Without a doubt.
Springboard for notoriety
Social networks are based on sharing content and related interactions. Here is the precise definition taken from the Mercator: “A mode of social interaction that facilitates the creation and exchange of information and content between individuals and between individuals and organizations. Also designates the platforms that make these interactions possible (such as Facebook, Twitter, etc.) ”
You can say to yourself, “It’s good! No need for social networks, I can blog and I manage in SEO. ” True, there is no need for social media to share content and reach people. Admittedly, your readers go to your blog, but aren’t they also present on Facebook, Twitter, etc.?
With your blog, you have visitors, maybe 10, 100, 500, 1000 or even 5000 / day. In the end, it doesn’t matter. I just have a question : Does one person share your articles each time to more than 300 other people? Sorry, but I’m tempted to say no.
What if I told you it’s possible, you would believe me?
Now imagine that you have published a new article on your blog and that 250 people are reading it. If these people want to share your article, what choices do they have?
- 1st option: Share it by email to one or more friends;
- 2nd option: Copy / paste the article link on a forum or another blog;
- 3rd option: Insert the link of the article in one of their publication.
The first 2 options have been used since the beginning of blogging and today remain similar on one point: the low number of people reached.
If for example, 50 of your visitors share the article by email to say 5 people, a reader will have brought back 5 additional visitors, totaling 250 new visitors.
Now imagine that there are very motivated people among your readers. People ready to go to a forum and insert the link of your precious article. How much will this effort do? Maximum 5 and hopefully. Suppose that a topic is seen on average by 500 people and that 100 of the members of the forum click on your link. You have 5 x 100 = 500 new visitors.
And how about if people sharing the article to 5 of their friends had shared it publicly on Facebook for example. With an average of 150 friends for a Facebook profile and the Facebook EdgeRank algorithm which filters 15% of posts, we get: 50 x 150 x 0.15 = 1,500 new visitors.
And that’s not counting the friends of your fans who may in turn appreciate and share your content. Then friends of your fan friends, etc.
With quality content, you could see your article go viral. Each share leads to an exponential increase in your traffic.
But in addition to exploding your traffic, social networks allow you to …
Get closer to its customers and train ambassadors
Whether you are speaking on behalf of your brand or as yourself on your blog, social media allows you to take a warmer tone and reach a very close level of proximity with your fans / customers.
Social networks are made to share lots of little tips and information with your fans. They allow spontaneous sharing of the tools you use or for example behind the scenes of your blog. By sharing content like this, you will appear more human and be more valued by your community.
Interactions between fans are something possible and simple on social networks. This allows them to consume your content together and enrich it with brief interventions.
The added value of your daily publications will, day after day, create a formidable army. Let me explain.
At one point or another in your blogging life, you will be exposed to one of the most feared profiles: the hater. For sure. As soon as you express your vision, you are exposed to both positive and negative criticism.
However, you will no longer have to respond directly to unfounded negative reviews. Yes, thanks to your daily posts, you now have a Rambo team. A team ready to defend your point of view and take the blows for you.
I advise you to give importance to your fans and even more to the “Rambos”. They are your most precious fans.
They will also be very helpful when you release a new product. Indeed, because they will do their utmost to get your voice out of the blogosphere. They are more than fans, they are your ambassadors.
Finally, social networks are also the assurance of greater …
Popularity and diversification of your traffic sources
You swear by your blog and the SEO of it. SEO that you have been working for months, maybe even years to get the correct result.
To get back links to your site, you’ve written guest articles, posted your blog in directories, written responses on other blogs and forums (trying not to be seen as a profiteer).
Is there no other platform than your blog where you can put as many links as you want and for free?
Of course you do: pages and posts on your social media.
These links will not be taken into account directly by Google as may be links made on other sites. They will still have a direct impact on the popularity and traffic of your blog. Just like the shares, comments and likes made on your page and concerning you. It’s proven, statistically. If you’d like to check it out for yourself, check out the Search Metrics study.
By using social networks, you gain independence. Yes yes, you read correctly I wrote independence.
I know you disagree and I can already hear the agitated responses of some. Like this one: “Ahah, you are very naive Xavier. Do you know that your Facebook page, Twitter account and Instagram can be deleted at any time? Do you know that you can lose your audience overnight by being on social media? Signed an anonymous blogger.
You are right, but I want to explain my comments. This worth the pain.
It is true that by being on social networks, nothing guarantees your presence the next morning when you wake up.
But if you only have one presence on your blog, you are exposing yourself to the same risk. For example with a server crash or an update of Google’s algorithms.
What I’m saying is that it can be interesting for you to diversify your traffic sources and get rid of the leash that Google gently slipped around your neck.
Getting the most out of blogging and social media
1. Share your own content
It’s silly, I know. But if you are proud of your articles, then share them. If you’re not ready to do it, don’t take it the wrong way, but your articles still need improvement.
However, don’t just create a page or profile just to share your blog posts. You have to bring real added value. You have to give people the type of content they are looking for on the social network where they are.
So yes, you can share your articles, but you also need to share other types of content like videos, quotes or even advice that comes to mind.
If you’re on Facebook, then make it fun to watch and easy to share. For example, short videos (less than 3 min), inspiring images and quotes, airy and short texts, and why not bulleted lists to summarize your ideas.
Little advice in passing: Always include an image / video in your posts. This is essential when you want to attract attention.
On social networks, do not hesitate to let go, to communicate more personal information without being intimate of course. Talk behind the scenes of your business, your difficulties and the mistakes you made in the past.
You can also reveal your faults, blunders in order to make yourself more human and therefore more sympathetic to the people who follow you.
As long as the information given does not make you lose credibility and take precedence over the informative content, go ahead and have fun.
2. Share interesting content from your theme
You offer your content, that’s good, but is that enough?
No of course not. By focusing on your content alone, you risk being seen as someone self-centered. Or worse: like someone who is “contemptuous”, considering that no one else on the subject deserves to be shared and to speak.
Even if you are an expert on your topic and feel that you know everything (which may be your case 😉), you should make the effort to share content from other people on your topic.
So if you read a quality article, don’t hesitate to share it. You will get noticed by the person in question and it could be the beginning of a relationship for you and more: a partnership.
3. Add sharing buttons
Earlier in the article, I talked about the exponential virality made possible by social networks. To get 200 shares on your next articles, you still need to give your visitors the means to do so.
Sharing an article is a difficult action for anyone. By sharing a post, the person approves the article and recommends it to their circle of friends. The visitor exposes himself to a judgment.
So in addition to having great items, you must do everything to facilitate the sharing action for your visitorss.
This is where the share buttons come in. The share buttons are there to entice your readers to read and share your content.
The share buttons are often accompanied by the total number of shares and on each of the social networks. The more you share, the more you will prove to your visitors that your content is of quality and that they can trust you.
If you’d like to encourage people to read you, I recommend placing your share bar at the top of the article. Like on this blog:
There are also side bars that appear and follow you as you read. Here is an example here from the same site:
I have not tested all social button plugins. However, I recommend that you read the article by WP Marmite if you want clarification on the best plugin.
4. Encourage visitors to your blog to follow you on social networks
I do not have the faintest idea.
This is why I invite you to indicate on all the pages of your blog that you are present on such or such social network. The more invitations you have to join, the more likely you are to get new fans. It’s mathematical, period.
Do not hesitate to put social icons in the header, the footer and the “About” page.
Some will then say to me: “it might get too busy, it might make me look like a drugged blogger in need of like”. To which I answer: “Why do so many big sites and blogs do it then? ”
The article on which you read this site shows you the importance of encouraging its visitors to follow it and here are some screenshots proving it to you:
On the header:
And the footer:
5. Social media timeline
You can bring your posts to your blog to give an overview of what you are doing. And above all to make your visitors want to go to the network in question to follow you.
To insert your own Timeline, just a few clicks. Here is the process for:
1) Connect to your account;
2) Click on “Settings and Confidentiality” -> “Widgets” -> “Create a new widget”;
3) Personalize it;
4) And finally, copy and paste the HTML code on your site, in the sidebar for example.
1) Create an account and connect to Facebook for developpers;
2) Go to the settings then click on “Social Plugins”;
3) Choose the type of widget you want;
4) And finally, copy and paste the HTML code on your site, in the sidebar for example.
If you have the Jetpack extension for WordPress, it’s even faster. All you have to do is go to “Appearances”, “Widgets” and then choose these two widgets: “Extension for Facebook Pages (Jetpack)” and “Twitter Timeline (Jetpack)”.
Here’s what a Twitter timeline says on my blog:
6. Insert publications and videos in your articles
And on the other hand, this is an opportunity to directly encourage them to reply to the tweet and participate in discussions if the subject arouses a lot of enthusiasm. You will enrich the reader experience by diversifying the content.
To insert your publications, it’s quite ergonomic. Often you just need to click on the publication in question, then click on insert or embed and copy and paste the HTML code within your article.
The article is finished. You now know what a symbiosis brings between blog and social networks. But you have even better, you have concrete techniques to apply right now.
If you have discovered certain functionalities, for example the sharing buttons, I really invite you to familiarize yourself immediately.
Why not share this article if you liked it. I say that I say nothing.
Keep in mind that social media is a great way for you to promote your blog. Even if they’re not enough to run a successful blog.
On this subject, I wrote a free guide gathering all the techniques for Promote his blog posts like a PRO.