Here we have a blog post about blogging. Seems a bit repetitive, doesn’t it?
However, what many don’t realize is that blogging can serve a variety of purposes ranging from updating the family to making business connections.
The social impact theory states that people are generally more influenced by groups of people who they spend more time with. This same theory can be applicable in a business setting. If an individual invests a lot of time and money towards one company, they are much more likely to respond. A company’s general stature or development also has a lot to do with their credibility-even when it comes to social media.
A main factor behind the business angle of blogs is operant conditioning. A blog becomes a means of direct, personal communication with the intended audience-be it customers, competitors or employees. If an individual feels engaged in a personal way while visiting a blog, they are more likely to have a positive attitude towards the company, and re-visit the blog.
HubSpot conducted a study in which they found that the average company that blogs has:
Posting regularly and creating conversation with customers is linking a business blog to another form of social media. Some of the most popular are facebook, twitter, the new myspace, digg, stumbleupon and linked in can help drive traffic to the blog as well as the company’s search engine optimization, or SEO. The more a brand is seen, the more it will be recognized, and trusted.
Reader loyalty can’t be bought-so it’s best to make sure they are comfortable with all aspects of the company, including social media. Encouraging readers to share the blog content can spread loyalty, as the content becomes more credible when delivered by a personal contact. Incentives such as coupons and follow backs can be given to readers to encourage them to share the content with their friends.
Businesses of any size can profit from having a blog. Blogs serve multiple functions including initiating contact with various audiences and building relationships to driving traffic to corporate websites. Blogs are a key component in social media, tying all other mediums together in one place.