Why Every Smart Startup and Business Should Act More Like a Digital Media Empire [In the Making]

Citizen Kane 1941 by Orson Welles

Sometimes I feel as though I sound like a broken record.

But I’m on a mission, so forgive me if you’ve heard this all before, but it’s worth repeating.

According to a recent study conducted at the University of Massachusetts Dartmouth, blogging is on the decline as social media tools [like Facebook] are on the rise among Inc. 500 companies.

Social Media On The Rise? - You Don’t Say

The fact that social media is on the rise is really no big surprise.

That said, I wouldn’t count blogging out quite yet.

In fact, if I were Warren Buffett and blogging was a publicly traded company, say Blogging Inc., I’d be quietly buying more shares of it right about now.  For clarification, when I say blogging I also include the creation of other forms of dynamic content that go deeper than a 140 character tweet.

In this hypothetical situation, I’d still be inclined to invest in Blogging Inc., even as the darling of all social networks, Facebook, prepares for its IPO this spring.

Yes, I feel that strongly about it.

Besides, Facebook still has to figure out its mobile ad strategy, but that’s another blog post.

Don’t Just Follow The Herd

Just because 74% of the Inc. 500 used Facebook in 2011 [study] doesn’t mean you should or shouldn’t.

Always know why you’re using a social platform.  Sure, when it comes to social, it’s important to experiment, but at some point, at the very least, have a purpose for being there.

Above all else, remember this: when it comes using social media, you don’t actually own anything - you’re renting space. You don’t have a direct relationship with your fans or followers, Facebook and Twitter does.

Now before all the social media experts out there start sending me hate mail, it’s obvious that there are some big benefits to using social media. That said, what’s most surprising is how often businesses seem to overlook the obvious opportunity of integrating social (i.e., sharing features) on their own websites or blogs.

When done correctly, not only can this provide good social proof for new visitors coming to your website, it also can increase referral traffic via the social web.

However, what makes this all work is the stuff people actually share from your website or blog, which should be excellent content. This is where blogging can play a huge role in your overall marketing strategy.

Build Your Own Media Platform [Not Someone Else’s]

When building a business of any kind, it’s important to start building your platform.

The word platform, in this scenario, has dual meaning:

1) It’s a body of principles on which a person [or group] takes a stand in appealing to the public (source: Dictionary.com), and

2) [It means] to build your web presence, your online home base from which you can share your principles and ideas.

Over time, these ideas will take the form of regular, useful content in multiple forms and channels.  These principles may also change slightly from time to time – and that’s okay too.

Start with what you have today.

Blogging as a Platform

Again, when I say blogging, I just mean creating regular dynamic content that can be easily found on search engines and shared on social networks.

A blog is a great foundation because it gives you the ability to control the graphical “look and feel” and functionality [what people do on your platform].  Most importantly, everything that happens on a blog can be measured against your business or marketing objectives by using Analytics.

But the point of it all? Drum-roll please…

Building a Loyal Audience

A loyal audience is really your secret weapon.

Ultimately, you want people to become loyal followers of your work (and also what you say).  All businesses have clients and customers.  The lucky ones have a ton of Facebook fans.  But the most fortunate ones have a loyal audience.

A loyal audience returns often - sometimes on its own - to see what you have to say.  This is also the most receptive group of people who will either buy from you and/or opt-in to your back channel (i.e. your email list).

For example, on this blog, we may talk about web strategy, online marketing, content marketing, social media, business in general or even our industry at large.

Whatever it is, our hope is that business leaders might be interested enough to come back to hear more.  And if they like what we have to say, maybe at some point, they’ll even decide to have a meaningful conversation with us about their business and marketing goals.

The point is, when you build an audience, you don’t have to do crazy-off-the-wall things to get their attention - they just give it to you.

Start Building Your Own Audience

In 2012, create your own [media] platform and begin to fill it with excellent content, then look for ways to extend that content into the social web.

Share your wisdom and, over time, you’ll earn trust and build your very own loyal audience. Then when you need to get the word out, the right people will already be listening.

Just remember, it’s not easy and it doesn’t happen overnight.

Most importantly, your home base should not live on a social network, but you also can’t “live” solely on your home base. You must put value into your home base, but interact through your various online channels.

This, ultimately, begs the question: I wonder how many of the Inc. 500 companies from the study have a loyal audience or just lots of Facebook fans?

Regardless of the answer, as blogging declines, we’ll be quietly buying more shares of Blogging Inc.

How about you?

Photo credit: Wikipedia