I have been pondering Jason Falls’ presentation at the Dallas Social Media Club meeting last Tuesday. (Sorry, been a busy week.) He was jolly, open, and authentic. I liked what he said about the business of blogs. He asserted that his most recent research indicates that the largest segment of blog traffic comes from first-time visitors—debunking the common myth that blogs appeal primarily to a devoted cadre of repeat visitors. Instead, based on Jason contends we actually should approach the blog as we would a standard marketing piece—core marketing messages.
Jason advises that the blog’s primary business purpose should be to “win search results,” so SEO/keyword strategies are mission critical. Most visitors find your blog when they are looking for information. Doesn’t that really help clarify the whole blogging conundrum, that question I hear all the time—What should I write about? Fuel your blogging journey with topics that resonate with your target audience. Develop messaging in an informative style that will trigger comments and engagement. The bottom line—deliver information-rich, intriguing content that promotes what you sell.
On Jason’s own blog, 69% of traffic comes from first time visitors—perhaps from the search term, “social media.” Falls surveyed 300 blogging companies, and for B2B respondents, 65-68% of visitors had landed for the first time. For business-to-consumer blogs, up to 80% were virgin clickers.
As in the traditional marketing world, knowing your audience is what it’s all about. So, the essential question is, “Who is reading your blog?” It may not be your enthusiast community or virtual cult of personality you imagine, but it merits your attention. Jason’s Social Media Explorer is considered one of the most prominent voices of the social media chorus.
He’s a such a teddy-bear sort of guy’s guy—so unpretentious. In fact, after seeing Falls and Brogan in action, I’m noticing a trend. It’s interesting to me that the pioneering minds of social media seem to be these affable-bro types. Chris Brogan, Jason Falls, Giovanni Gallucci, and even Clay Shirky (with some professorial polish) are the kinda guys you expect to see gathered around the big screen at the neighborhood sports bar—just regular guys. I don’t know what I expected, but I wonder how it evolved this way. Maybe it has something to do with the “cool geek factor” of the technology side.
Why does social media leadership seem to be such a boys’ club in general—when women are instinctively wired to find and nurture social relationships. Men, hunter/gatherers. Women, nurturers of home, hearth, and connection. Aren’t women the original social networkers? Could it be that social media is blurring these gender lines of communication? I pursued this a little further to discover that only about 12 of the approximately 63 “featured bloggers” on Social Media Today homepage appear to be women.
I think about my best gal pals from my early career, college, and high school. Many of them have resisted diving into Facebook much longer than the guys I know. They said they just didn’t have time—perhaps because they experience the same social engagement achieved online through their in-person activities, such as work, book clubs, PTA meetings, Saturday afternoon soccer, Sunday school, and Bunko groups. I think about my own entry into this wacky social media world. It was quite by accident. I joked in a recent job interview that I earned an “independent study” Master’s degree when I went to work for YourCause.com, which is now a distant memory for me. Beth Kanter has been forging the cause-focused social media trail much longer than I have, so I suspect the message had more to do with our involvement that the medium.
I wonder if this is because women really do know how do to make connections innately, and this new media frontier gives the “bros” an easier, less intimidating way to bond and relate. Hmmm. Interesting notion.
What do you think?
ElaineGantzWright’s blog is for people interested in using the Web and online marketing to drive social action. Elaine covers social media for education, nonprofits, philanthropy trends, online giving, cause marketing, random life musings, and more. Contact her — elgantz @yahoo.com