When deciding whether or not to do anything, it is generally best to weigh the pros and cons in order to determine whether it is worth your while. Business blogging and social media is super relevant in the modern world of business and there are both conveniences and potential downturns surrounding the subject.
- Excellent tool for brand awareness, authority building, storytelling and passive sales messaging (can be a form of guerrilla marketing if you pay people to mention your business in their blogs)
- No I.T. skills required to contribute content
- Measurable analytics (who’s seeing it, when are they seeing it, potential responses, etc)
- Wide variety of platforms
- Possibility to attract new customers using non traditional marketing practices encouraging existing customers to buy more and more often
- Most social media and blogging sites are free
- Creative outlet for information
- Great way to communicate with customers in a way that seems more human and relatable; which can help improve customer loyalty and attract new customers.
- According to invesp, 78% of people said that companies’ social media posts impact their purchases and 4 in 10 social media users have purchased an item online or in store after sharing it or making it as a favourite on Twitter, Facebook or Pinterest
- It’s a way for businesses to keep customers up to date on activities, their products and services, sweepstakes and promotions and to receive feedback
- Search engine optimization
- Customer assistance; blogs are quick and easy ways for customers to find solutions to their problems
- Analytics help with target market identification and tendencies
- Time consuming to write, edit and publish
- You may need to create a new job position to incorporate social media use; Creating new, unique and creative content can be challenging, so choose that employee wisely
- Good planning, organization and editorial and communication skills are vital, especially if shared with more than one author
- Requires a social media policy, otherwise employees could mess up and ruin brand reputation
Apart from traditional public online sources, companies also have internal blogging. It can be a helpful resource in collaboration and brainstorming, making announcements, reinforcing policies, sharing information and best practices, identifying and addressing misconceptions within the workplace and communicating employee grievances.