The more the use of social media gains acceptance in the business community, the more of a temptation it can be to jump on a number of these media bandwagons. However, for any medium to be used effectively takes time and planning.
A blog, for example, does have the potential to position a person as a Subject Matter Expert (SME) if they use the blog to provide subscribers insight in industry trends, for example, and invite comments to begin developing a community of followers. To build an audience and credibility means posting at least a couple of times a week. Instead, make your life easier; find some collaborators and blog as a team.
For example, four health care professionals wanted to start a blog. They were a licensed massage therapist, a fitness trainer, a chiropractor, and a nutritionist. They each had clients who were actively pursuing a healthy lifestyle, but they were not in competition with each other. In addition, with four people posting, it is less of a burden on any one of them.
Similar collaborations can work with others as well, but keep a checklist in mind.
- Members are Non-Competitive: A team of web designers may find themselves jockeying for business from subscribers.
- Assign Roles: Do have a blog administrator and an editor. These can be rotating, but there should be some basic screening of posts.
- An Editorial Calendar: You’d be amazed how soon writer’s block can appear. Have the team have a basic plan for posts at least three months ahead.
- Promote It: Link the blog to other social media, email addresses, and web sites. The health care team has sign up sheets for clients and postcards they can hand out to prospects. Each new subscriber receives a copy of “The Top 20 Tips for Healthy Living” compiled by the four health care pros.
A collaborative blog can be a non-competitive and efficient way to promote individuals and their businesses, but planning and accountability can help the blog take on a life of its own.