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Embracing the Twitter thread

May 22, 2017
threads

Photo: Dave Gingrich (CC)

I love the creativity that people bring to social media. Give people the ability to post photos, and they post ones that are all text, or charts, or comic strips. Let them connect channels and we see cross-posting of all stripes.

One of the places to see these imaginative tactics is Twitter. I adore Twitter for the simplicity of seeing all kinds of updates at once: short, pithy, informative. It’s a perfect laboratory for seeing how limits enhance creativity.

Which brings us to the Twitter thread.

This feature, introduced in 2014, connects tweets and replies visually with a vertical line. The intention was to allow users to see how others interacted on a topic, rather than seeing single @replies scattered along the timeline.

What we’re seeing in 2017 is a new form of storytelling. Or, at least, expressing thoughts longer than 140 characters.

Users can chain tweets together by replying to themselves while removing their @username. Not only can a Twitterer make a longer point but also give multiple opportunities for followers to jump into the story.

Often, the user will indicate threads by announcing “[Thread]” in the opening tweet and numbering them 1/15, 2/15 and so on.

One drawback is that we have no simple way to embed Twitter threads on sites. Like this example …

Twitter thread from author Olivia A. Cole, @RantingOwl

The embedded tweet is just the introduction to a funny story about house hunting from Olivia A. Cole. It goes on for an additional 28 tweets, which are revealed after a reader clicks on that first tweet above. (I could’ve also embedded some or all of the other tweets, or archived them in a Storify post or Twitter Moment.)

Sometimes, we have to click at the bottom of a thread to see more tweets, like a vertical slideshow. It’s certainly not as straightforward as a single-page blog post, but we use the tools we’re given. Not every Twitter user has the time or the inclination to write it all out on another site.

Even writers with access to big platforms share stories on Twitter threads.

Twitter thread from author Jeff Guo, @_jeffguo

Jeff Guo, a reporter for Vox, links to a book review he wrote for the Washington Post in the tweet above. But he shares some bonus observations in the thread — click the tweet to see it.

He understands that while his book review will be seen by online and print readers, he can also attract more readers by putting out an interesting thread on Twitter. Guo writes for Vox and was a reporter for the Post, and yet he chooses the immediacy and intimacy of Twitter.

Our companies should consider other ways to tell our stories besides a blog post or an email blast. We wouldn’t create a series of 5-second videos chained together, but we could win fans and customers with a clever Twitter thread. Each tweet should make the reader want more.

It takes care and practice to break a longer tale into compelling bite-size chunks. We must evoke emotions with each part of the story: disbelief, laughter, shock or nervous anticipation.

I’ll share some opening lines that could make for great Twitter threads from brands …

“We just had the craziest exchange with a customer this week …”

“It took 5 months for our site redesign launched today, but did we tell you how it almost fell apart halfway through?”

“Here are a few of the oddest complaints we’ve gotten in customer service …”

“This is Katie, one of our top engineers here. She has always gone above and beyond what’s expected, but we wanted to know why …”

Let the creativity of Twitter infect brands everywhere. Break away from the pack with a great thread. Show off why a company matters.

Go beyond a single tweet to a story that moves readers.

• • •

Need help with your social media marketing?
Reach out to me today for a free consultation …

Contact me

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A rule of thirds for writing

May 15, 2017
Bender with pencil

Photo: Tony Delgrosso (CC)

Bad writing meanders. It waffles, when it should get to the point.

And it’s especially bothersome when readers are pressed for time.

Cut the flab by following the rule of thirds for writing: We can safely trim most first drafts by one-third.

A 900-word snoozer transforms into a tight 600-word post.

It requires a firm hand when editing, dropping asides and wandering intros. When I edit copy from reporters and bloggers, I can tell where they use filler words and purple prose by habit. Out it goes.

Remember: Words are like shares in a story — the more we use, the less each one is worth.

More writing tips.

Beyond how to make money at blogging

May 8, 2017
Miranda Sings

Miranda Sings, right, poses for a photo with a fan.
Photo: Gage Skidmore (CC)

The other day, an audience member asked me a familiar question: How do people make money by blogging?

The better question these days is: How do people make money being YouTube/Instagram stars?

Both queries are essentially the same. We examine a popular but strange hobby and try to understand how it becomes profitable (or often, how weirdos are making tons of money at it). Ask random kids what they want to be when they grow up, and at least a few will pick a popular YouTuber or an Instagrammer (none of them will name a blogger).

In answering the question, I pointed out that a handful of YouTube stars have played in Birmingham during the last 12 months to thousands of young, adoring fans.

Video: Miranda Sings performs “Where My Baes At?”
in January at the Alabama Theatre.

Miranda Sings, the YouTube persona created by Colleen Ballinger, represents the top 1 percent of online celebrities. She played a packed show earlier this year in Birmingham as part of an international tour. In addition, she has a book, a concert DVD, a Netflix series and assorted merchandise.

It’s safe to assume Ballinger is making at least six figures off her nearly 8 million YouTube subscribers.

She did it through working hard and developing a unique voice. Add luck and timing, plus a winning combination of talent and savvy, and she’s a genuine star.

Over on Instagram, a few breakout personalities are known as influencers. They make money through sponsorships and endorsements to their millions of followers.

Chasing money and stardom is as old as mass media. The overwhelming majority do it for fun as a hobby. The top 10 to 20 percent make some money, maybe even a living at it. And that 1 percent is the tier of breakout stars.

While most of us won’t hit that jackpot, we can achieve great things on the medium of our choosing. It takes planning, dedication and a stand-apart identity to make it happen.

Yesterday, it was blogging. Today, it’s Instagram and YouTube. And tomorrow, who knows …

• • •

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Who’s killing it and where?

May 1, 2017
masked champion

Photo: Jrsnchzhrs (CC)

I’ve asked about your favorite podcasts. Now tell me about everything else you consume media-wise.

Who’s killing it and where?

  • Who = person, animal, inanimate object, brand, hashtag or fictional character.
  • Killing it = you’re following, subscribing, stalking, liking, nodding your head or loving in general.
  • Where = Tumblr, YouTube, blog, Twitter, Facebook, Snapchat, Disqus, news site, Instagram, Pinterest, email blast, LinkedIn, etc.

(Bonus points if it’s related to communications or marketing.)

For example, I recently started following behavioral scientist Caroline O. on Twitter. I had seen quite a few people retweeting @RVAwonk and decided to check out her tweets regularly.

If you’re in need of a cute animal fix, I found a pair of ferrets named Naruto and Boruto on Instagram at @h.n.b2809.

. . . Hi👦🏿👶🏻 They are fierce today, too🚲💨 . . 昨日はお祝いコメントありがとうございます( ˘͈ ᵕ ˘͈ )💓 ボーちゃんも幸せ者です☺️ . ⭐︎Special thanks⭐︎ . @ferret_neet @nana84.yuko @nimo_uru_00 @hiro.reo.saku @tetsuo.shibata2018 @har.knt.syu @kota.mai.kin @apr5 @ma1005na @kuuuu_2016.4.9 . thank you sooo much💞 . . . この動画はお風呂後の2人👦🏿👶🏻 散歩行った時左足はナルト 右足はボルトに💩されたので (素足にサンダルだった私w) 3人で急遽お風呂🛁😯災難w #animal#animals#animaladdicts#pet#pets#petstagram#cutepetclub#cute#adorable#funny#instagramjapan#instaanimal#instapet#ferret#ferrets#IGersJP#photooftheday#magnificent#beautiful#weeklyfluff #animalsco #fluffy#WHPfamilypet#Japan#video #videos #exciting

A post shared by Naruto⭐️Boruto (@h.n.b2809) on

Let me know your picks in the comments. Thanks!

The post I’ll promote till the sun collapses

April 24, 2017
mirror

Photo: Kevin Simpson (CC)

Narcissism has never been trendier. The Internet appears to run on nothing but selfies, look-at-me updates and vlog entries.

Should our company’s social media channels focus more on our corporate selves?

Let’s admit one thing: We do like commercials and self-promotion to some degree. For example, we love to rate and razz the commercials during the Super Bowl. And we do allow ads to get to free content on news sites, search engines, social sites and streaming video.

For those of us social marketers, we often feel like we’re balancing promotions with other useful content. (At least, I hope so. Some of us may be on self-promotion full blast.) Even our promotions can be wanting.

My pet peeve in this area is food trucks. It’s easy to verify: Pick a favorite vendor and look at its Facebook/Twitter/Instagram page. Can we tell where this truck within the last few hours, or where it will be next? If I can’t find the truck, I can’t hand over money for delicious tacos and cupcakes.

Self-promotion must correspond with the type of business.

It also must fall within one of the three compelling types: interesting, useful or funny. This rule always applies, even when we’re marketing ourselves and our organizations.

We tend to forget the real way to answer this self-promotion question: through numbers. Are we seeing more followers, more traffic and more sales based on our increased self-promotion? Checking our gut isn’t going to cut it. We should pay close attention to our social media metrics, our site analytics and our sales reports.

Which means we must also be bold in tweaking the script. More self-promotion and better updates could mean stronger marketing, fan pushback or raging indifference. Until we try, we can’t know.

• • •

Want to strengthen your social media marketing?
Contact me today …

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The habit of writing

April 17, 2017
writing in light

Photo: Erich Stüssi (CC)

Writing is very handy, whether you work in communications or a completely unrelated field. It allows us to express ourselves in so many ways: seeking and giving information; sharing thoughts, emotions and ideas; reaching out with empathy; conveying stories about ourselves and others.

I’m lucky to have practiced almost daily since high school, with quite a bit of work even in grade school.

Even if you consider yourself a novice, it’s never too late to start. What I’ve told students and reporters for years is that every writer has room for improvement. Even National Book Award winners. Even writing coaches.

One important habit to improve our writing skills is to do it every single day. This is both the easiest piece of advice to follow and the most difficult.

It’s easy because we have unlimited opportunities in our daily life to practice. Social media is a prime example: Compose your updates with care. Think about your intended audience and the core message. Whittle it down to as few words as possible.

This applies to tweets and Snapchat captions, as well as blog posts and text messages. Obviously it applies to emails and memos.

Take away any excuses: I keep pads of paper and pens together in my house, my office and my car. I can jot down an idea at a stop light — and often do. Dictate thoughts into your always-in-reach smartphone’s recorder or your voicemail (I do that, too). Keep a private blog with one simple rule: one entry per day, even if it’s a single sentence, a single word.

It’s difficult because writing can be intimidating. A blank page can give grown men and women the sweats, let alone the horrifying notion that someone could read it.

Every writer started somewhere. And many of the top writers struggle with their work — it doesn’t come naturally to everyone.

You must overcome your timidity of scratching out a sentence a day, one that no one but you will ever read. Otherwise, you’ve failed before you’ve even tried.

Another challenge for writers trying to improve their skills is the perceived lack of progress. I hack away at different writing assignments every day, but it’s hard for me to tell if I’m getting any better. I’m stuck in the middle of my own work.

Remember that daily writing will yield gradual progress, but it does take time. And we may not be the best judge of our own work — it always helps to have another set of eyes on it.

Getting started is a must. Keeping at it is essential. Write every day, even a lousy nonsensical phrase that sticks in the throat like so much phlegm.

The world needs more thoughtful writers. They come from those who practice the craft.

• • •

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A smarter way to respond to tweets

April 9, 2017

I’m not a fan of group texts or group Facebook messages or group DMs. Sadly, I can’t opt out of group texts.

Recently, Twitter added a new feature: Usernames don’t count against the 140 characters in replies. So if you’re replying to one or six people, you still get the full 140.

The implementation was … not great. Since the usernames didn’t matter, Twitter took them out of the reply window. Which meant that every user from the original tweet (or added along the way) was stuck with cc: replies.

Fortunately, Twitter just added an escape hatch. When replying to a tweet, you can click on the recipients and check/uncheck who should be included.

Smart.

Reply 1

Tweet reply window, showing three potential recipients.

 

Reply 2

Click on them to select intended recipients.

 

Reply 3

Use the check boxes at right to add/subtract users.

These screenshots are from the desktop browser, but this reply-to-some feature is available on the mobile app and Tweetdeck.

(The Tweetbot app hasn’t changed, still allowing manual editing of usernames in any @reply.)

Easy, right?

Be a responsible Twitterer, and reply to all your fans and followers, but leave out anyone who doesn’t need to be looped in on each and every tweet.

• • •

Need help with your social media outreach?
Contact me today …

Contact me

Blogging: New angles for old topics

April 2, 2017

Spider-Man, Tobey Maguire, Andrew Garfield, Tom Holland

Originality is a challenge in the blogosphere. Do we really have something new to say?

Of course. Follow my lead.

Having worked in newspapers and magazines, I fought that battle every year with the help of creative colleagues. Coming up with a new spin on Easter fashion or spring cleaning or local music festivals would sometimes induce eye rolling and heavy sighing.

We’ve seen news sites and blogs dredge up shallow takes on perennial topics with the dreaded list and slideshow. Pick the 10 most popular items, stick them in a countdown list or a click-generating slideshow and bam, done.

We can do better.

The best approach is brainstorming. Start with colleagues: They might be colleagues, they might be co-workers in other departments, they might be bloggers in the same niche. Ask what’s been done to death, and what avenues have yet to be explored. In the news industry, we held each other accountable continuously for jotting down ideas and talking with people from all walks of life for different insights.

Brainstorming with readers can also yield fresh angles. Social media offers an opportunity to ask for questions, topics and ideas.

Another approach is paying close attention to trends. How people put together their Easter ensembles is different from 10 years ago. We have more and better tools and products available for spring cleaning. Many factors influence a music festival, from how fans discover new bands to competing events to the predicted cost of gasoline.

Being attuned to what’s happening right now can make our posts smarter and more helpful to our audience. It can reassure them that we haven’t fallen out of touch with them or the world.

One last approach is to take risks in shaking things up. I came from an industry that ran screaming from anything resembling a risk, but I took them anyway.

I’m not suggesting change for the sake of change. I am suggesting that we should not shy away from different approaches to evergreen topics simply because we’re moving from our comfort zone. It might upset customers. It might garner ridicule.

So what?

Even a complete and utter failure can guide us on what to do next time. Likely, our audience will meet a new take with indifference. That’s how it goes.

I can appreciate when a blogger tries something completely different, even if it flops. Sticking to a formula can grow stale, not only for the audience but also for the creator.

These three approaches can bring new life to our blogs, even when covering well-worn topics. It’s up to us to think through how our posts can pique our interest as well as our readers’ interest.

• • •

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Video: Are you a socially savvy real estate agent?

March 26, 2017

Video: “Birmingham Realtors — Are You a Socially Savvy Agent?”

Five years ago, I answered a couple of challenging questions from my pal Tom Horn of the Birmingham Appraisal Blog. And we caught it all on video.

  1. How can real estate agents benefit from having a blog?
  2. What are the five things they can do to get started?

All of it still applies in 2017, so if you’re an agent, it’s not too late to show off your expertise and your houses to a booming real estate market. Check out the video, and let me know in the comments if you have questions.

And if you need a real estate appraisal in the Birmingham area, contact Tom today.

Watch more videos featuring my tips and advice.

Determining the right social networks for marketing

March 20, 2017

Milky Way galaxy

Reaching an audience through social media can be maddening. But even more so by using the wrong channels.

Because social media marketing is a time-intensive chore, we must figure out which networks to use from the start. The worst approach is to use what everyone else is using. That lazy tactic guarantees poor results and frustration.

The best approach is to ask customers and fans what channels they use. We should also ask what their expectations are for each network: Few would mention having to wade through more ads and promotional videos.

Getting this info will take some time, whether using a survey (online or offline), asking them at the checkout or searching each network for brand mentions. These aren’t perfect methods, but they can save time and money in the long run.

Whatever data we gather, we can now put our brands on a few social media channels. It’s important to test and measure organic and paid posts. This lets us know what’s working: timing, topic, type (photo, video, poll, text, retweet), targeting, voice, frequency.

The cycle of testing and measuring becomes more critical over time, as networks evolve and people change their social media habits. What’s hot today may be a ghost town tomorrow.

But it also gives us the opportunity to refine our marketing approach to better reach our potential customers. The whole point is to learn and grow.

We should understand that gigantic social networks might still be the correct ones to use, as long as we go after niche audiences. YouTube can shed some light on this.

It would be silly to go after the billions of viewers on YouTube as an audience for our brand. But we know that the video channel serves countless niches out there, from hardcore gamers to makeup addicts, from tweens to boomers, from travel vloggers to woodworkers, from hobbyists to pros.

Crafting videos to go after a select sliver is a smarter approach than throwing everything against the wall to see what sticks. Loyal fans are more likely to become customers than drive-by viewers.

Niches abound in Facebook and Instagram. It’s up to us to create compelling content for those specialized audiences.

These three steps — surveying; testing and measuring; and targeting niches — ensure that our social media marketing efforts have maximum ROI. They turn the chore of outreach into the higher traffic, engagement and sales.

• • •

Contact me if you need help with
your social media marketing …

Contact me

Spring cleaning for sites and blogs

March 12, 2017
Clean me

Photo: Aimee Rivers (CC)

First of two parts …

For springtime, let’s get our sites and blogs in the best shape possible. That means spending some time on spring cleaning.

Taking time to evaluate and fix our sites can mean a better user experience and more business.

1. Make sure all information is correct. Check staff listings, hours of operation, phone number, email address, job listings, products, services, even copyright info.

You may need to update old photos and graphics. Enlist your web developer and art department if needed.

2. Test the site on mobile. Whether you use a mobile theme or responsive design, pull up as many pages as you can on as many phones and tablets as you can manage. You can also use a free emulator site such as MobileTest.me.

Does the site load quickly and cleanly? Does it show relevant info to the mobile user? Is it easy to navigate and click on links and buttons?

3. Check all the links. Specifically, check links to social media channels, internal pages and external sites.

Use one of the many free tools, such as BrokenLinkCheck.com.

4. Slim down the site. Unneeded pages? Chuck ’em. Same for plugins, code snippets (such as for third-party services), embedded videos, Flash doodads, maps, slideshows, calendars and so on.

Be ruthless. Load time is measured in milliseconds, and users are more impatient than ever.

Check the site speed with Google’s free PageSpeed Insights.

5. Test a few more things. Make sure Google Analytics is installed properly and showing current data.

Test your newsletter signup form and contact form. And your shopping cart. And your live chat feature. And make sure to test them again on mobile.

6. Check for backups. Automated full-site backups is an insurance policy in case of server outages, hacker attacks and other problems. Be absolutely certain that your entire site is backed up automatically on a regular basis (monthly, at the very least).

Also, check the backup files for integrity and access. If you can’t get to them or install them, they’re not doing what you need them to do.

Don’t put off this annual checkup. Getting a spouse or an intern — anyone with fresh eyes — to click through and read your company site and blog will help you zero in on the trouble spots.

A good spring cleaning will help your brand shine online for the months to come.

Part 2: Spring cleaning for social media

• • •

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The new new new LinkedIn

March 6, 2017

LinkedIn profile

My LinkedIn profile, 2017 edition

We used to talk a lot about Facebook changes, big and small. Each one would roil the community, demanding a rollback to the previous iteration.

But Facebook marched on, and it seems like we’ve made peace with its ongoing evolution.

LinkedIn has upgraded its look for the first time in years, rolling it out to segments of users. I finally saw it on my account last week. I’m underwhelmed.

Essentially, profile pages have a new look, but no new functionality. They’re more compact, hiding details about jobs, education, awards and more until a user clicks to see more. All that time spent fleshing out a profile seems to be for naught.

Whether on the app or desktop version, the front page timeline is virtually a clone of Facebook’s timeline. Surely, that’s by design. The upgrade hasn’t made it any more compelling than before.

For casual and infrequent users of LinkedIn, I wonder what the draw is. Networking, professional development, sales and job search don’t appear to have improved in the redesign. Maybe new owner Microsoft will have big ideas to implement in 2017 and 2018.

For the moment, LinkedIn looks shinier with no real added value. I discovered a few useful tools by wandering around (compare salaries, take courses), but I doubt people will jump on board for these amenities.

Meanwhile, I see friends and businesses trying out Facebook Live all the time. And Facebook just launched a Jobs feature, an opportunity for companies to hire and for users to apply.

Competition is good, but will LinkedIn evolve into a more useful tool? And will users care enough to engage?

More on the redesign from Wired.

Video: LinkedIn Desktop Redesign

Death of a blog

February 27, 2017
grim reaper

Photo: Paul Kline (CC)

Most blogs die unheralded deaths. They pop into existence with little fanfare and wink out with as much fuss.

What kills these corporate blogs is usually neglect and apathy. And many deserve to die: Their continued existence tarnishes the brands they’re supposed to promote.

It doesn’t have to be this way.

Blogs can have long, productive lives if we work with purpose and tie them to meaningful rewards.

That purpose must be a business goal. The blog could be a part of marketing efforts, or a way to enhance customer service, or a channel to drive sales. Starting with specific outcomes in mind can help determine blogging topics, metrics to monitor and approaches to drive traffic and interaction.

Careful planning is a must, but it’s worthless without tying the blog to rewards and consequences. Many leaders don’t care about results, and so their colleagues blog half-heartedly. If no one cares about the blog, why waste time and effort on it?

The saddest part is that with so such pervasive mediocrity among businesses, it’s that much easier to create and maintain a stand-out blog. Settle for less, or strive for more?

If it is time to kill the blog, check the site metrics before deciding whether to leave the posts online or remove them. Deleting the blog could hurt site traffic; leaving it up could give visitors the impression that the site is abandoned or neglected.

(One option is to take the top-performing posts and integrate that content into existing or new pages.)

Let’s keep our blogs happy and healthy through smart management. If a blog must die, let it be from old age and not commonplace indifference.

• • •

Let me know if you need help with the care
and feeding of your company blog …

Contact me

What podcasts are on your playlist?

February 19, 2017
podcasters

Photo: David Martín (CC)

I listen to a lot of articles and audiobooks in the car. I don’t usually listen to podcasts.

I’ve done both seasons of “Serial” and dipped into Birmingham’s Arc Stories on occasion. I was listening to “The Tim Ferriss Show” and will jump in when the guest or the topic interests me.

My listening time dropped when I switched from walking in the neighborhood back to my treadmill (where I’ll watch shows off the DVR). So I haven’t had a pressing need to fill my iPhone with audio content.

Still, I want to know what you’re listening to regularly. Bonus points if it relates to communication.

Leave a comment below with your favorite podcasts (video podcasts are allowed, too), and tell me why you subscribe. Yes, you can promote your own podcast, too.

Thanks!

Harnessing Twitter’s power with TweetDeck

February 13, 2017

Companies have written off Twitter for years. But in 2017, it’s back with a vengeance.

Twitter is the home of real-time social media engagement with fans and customers worldwide. The channel can be a challenge to manage, given so many can’t quite figure out what’s going on.

Enter TweetDeck.

This free tool makes life much easier for social media managers, bringing streams of tweets in an organized format. All it takes is some thoughtful customization to keep a company on track with its audience and ahead of its competitors.

Check it out at tweetdeck.twitter.com.

Let’s add columns to make TweetDeck do most of the work for us. I’ve put together suggestions in the slides below.

Click any thumbnail to see suggestions at full size.

For Chrome users, two free extensions can enhance the TweetDeck experience: BetterTweetDeck 3 and ColorDeck for TweetDeck.

We can add, delete or fine-tune columns in TweetDeck as needed. The important first step, though, is to set up the right columns to monitor, making Twitter an indispensable tool in our social media marketing.

• • •

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Digging deeper into the words we all use differently

February 6, 2017
George Lakoff

Photo: Pop!Tech (CC)

I love language, but I haven’t studied it formally. I want to understand it better as a writer and a speaker. It’s critical to persuasion and marketing.

Linguist George Lakoff wrote an 8,000-word post-mortem on the 2016 presidential election called “A Minority President: Why the Polls Failed, And What the Majority Can Do.” I’ve read it a couple of times and shared it on social media.

I’m going to re-read it and study it till it sticks in my brain.

One idea he explains is the limits of facts and rational arguments. They don’t always work, since everyone processes information differently. If we’re wired more for logic, those facts might be persuasive. If we’re wired more for values, these arguments are simply incompatible, almost as if speaking a foreign language.

I’m planning on reading Lakoff’s updated version of his 2004 book, [aff. link] “Don’t Think of an Elephant! Know Your Values and Frame the Debate” to better understand the psychology behind our language and how to reach more people.

Maybe I can rewire my brain to use language more engagingly and understand how others perceive my words.

Also:

Video: George Lakoff on why facts don’t move all people

How to find your blog’s focus

January 29, 2017
archer

Photo: Hans Splinter (CC)

New bloggers often struggle with the most basic question: what to blog about. But even corporate blogs face this challenge.

Blog anyway.

This might strike fear into middle managers everywhere, but it shouldn’t. Plenty of marketing plans move forward with no defined goals and poorly conceived action steps.

A blog and a blogger can find their voice through practice. The most likely outcome is … nothing. The blogger runs out of steam, either from competing demands or lack of ideas or lack of institutional support. Why bother if no one in the organization can be bothered to contribute ideas, posts or promotion to a fledgling endeavor?

A lucky few will find that, after 6 months, the blog slowly comes into focus. It could be pure marketing. It could be recruiting and humanizing the company. It could be customer service, offering not only information and assistance, but a broader look at trends, best practices and one-on-one advice.

A different approach is to examine the marketing plan for the year ahead and determine how a blog can enhance those efforts. It could be to extend the brand and increase consumer awareness of a company’s products and services. It could be to drive traffic to the sales section of the site. It could be to kick-start lead generation with in-depth posts. It could be to build customer loyalty by preaching to the choir.

When we decide on the blog’s role, we can then determine topics and tactics. We want topics that are fresh and those that are done to death. Each post, done properly, enhances our search ranking and brings the right visitors to our site over and over.

The tactics should include regularly scheduled posts (at least once a month and ideally once a week); promotion of posts; networking with bloggers who work on similar topics; analysis of metrics; and fine-tuning content creation. It’s a lot of work, and most companies will either need to bring in more people or drop other less-effective strategies.

Finding the focus can be challenging, but it’s not impossible. It is impossible without actual blogging. But a sharp focus can not only bring more fans and customers along for the ride, but also keep out those who would never spend a dime or provide only drive-by traffic.

And the sooner we start, the sooner we find it.

• • •

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On the diminishing importance of headlines

January 20, 2017
Obama Beats Weiner

Photo: Robert Moran (CC)

Most people see the news on television. The Internet, including apps and social media, ranks second.

Those above 50 are very into TV, while those under 50 are more into online news. These statistics come from a Pew Research Center 2016 survey.

News channels

Clearly, more and more people are relying on Web-based news. And usually, that news comes in headline form.

The challenge is that those headlines, for better or worse, are the sum total of news that users receive. They don’t click to read the full story (or watch the video or flip through the slideshow), but they do absorb the headline, whether they agree or disagree with it.

(Often, someone will comment on a link I share, reacting not to my words, but to the attached headline that I didn’t write or even have a say in. It’s the digital equivalent of “Old Man Yells at Cloud.”)

It’s a frustrating trend for me on so many levels. As a headline writer. As a thorough reader. As a pithy Twitterer. As a combatant against willful ignorance.

The good news for bloggers is that the content can be of sub-par quality as long as the headline is sharp. The bad news is that those of us who happen to write terrific posts or film great video are stuck.

This is similar to the trend where commenters stopped leaving comments on posts and started putting them with Facebook shares and tweeted replies. Or studying the issues through 7-word photo memes, clickbait come-ons and animated gifs.

So much for engagement and edifying our audiences.

All I can do is continue to suggest that bloggers make their headlines clear and succinct. And to thank any readers who made it this far.

Thank you.

More on headlines:

Weaponize content | The worst headlines in history will destroy your faith in humanity

Make plans for WordCamp US 2017 and 2018 in Nashville

January 15, 2017
WordCamp US 2017

Happy campers at December’s WordCamp US in Philadelphia.

After a 2-year debut in Philadelphia, the nation’s largest WordCamp is headed to the South.

WordCamp US will be in Nashville for 2017 and 2018. This year’s event takes place Dec. 1-3, and tickets are $40. The first 2 days have three tracks of sessions all day long, while the third day is contributor day, allowing attendees to work with different teams on WordPress development.

For those interested in WordPress, site design, content and more, this conference is perfect. I’ve heard great things about WordCamp US, and I’m excited it’ll be so close to home through 2018.

December’s event brought 1,300 campers to Philadelphia to see nearly 60 speakers. My two regrets are missing the event and not having Birmingham selected as host.

Fortunately, I can watch all the talks for free at the WordCamp US 2016 section of WordPress.tv.

I’m marking my calendar now. (For those who can’t make the trip to Nashville, a virtual ticket will be available.) Maybe I’ll even be lucky enough to be selected as a speaker.

Hope to see you there in December.

Video: WordPress founder Matt Mullenweg gives the
“State of the Word 2016” keynote at WordCamp US.

Email offense

January 8, 2017
sword

Photo: Søren Niedziella (CC)

Great email management requires more than defensive tactics. It means having a solid offensive strategy.

Getting a permanent handle on email frees us to do productive work, removes the anxiety of facing the Inbox and assures colleagues and partners that we’re handling messages decisively. It works, but it requires us to take a few more aggressive steps.

1. The most important step forward is to set boundaries. This is straight outta “The 4-Hour Workweek” [aff. link].

One boundary should be expectations of timeliness. Email can’t be a dog whistle that anyone in the world can use to summon us at a moment’s notice. I can immediately tell when those expectations are out of alignment when someone responds to my email after a few weeks, but then sends me followup emails within an hour demanding a reply.

Nuh-uh.

If it’s an emergency, call me. If it’s not an emergency, email me. (And trust me, I have a strict definition of what constitutes an emergency.) I’m perfectly fine letting calls go to voicemail 99 percent of the time.

Many questions magically resolve themselves without my intervention. And just about everyone receives a reply from me within 24 hours.

2. Another boundary to set is how many times a day we check email. I’m down to two times a day and should eventually get to once a day.

When email is the to-do list written by others, I prefer to keep that list as short as possible. Otherwise, it threatens to sap away all productivity and focus. We don’t check our snail mailboxes obsessively, and we really shouldn’t snatch our phone up for every notification for texts and social media.

We do this to ourselves.

We must rescue ourselves.

Checking work email in bed at night and first thing in the morning is counterproductive. It’s setting unrealistic expectations and burning us out. It’s allowing the tool to use us than the other way around.

3. Where many people fail is not in cleaning up their Inboxes. It’s not even in setting up auto-filtering rules.

The failure comes from having a working system in place.

What good is clearing 700 messages out of the Inbox if it’s overstuffed a week later?

It’s like having an organization system for clutter in the home. Mail goes here, keys go there, remote goes there. Otherwise, clutter.

Filtering rules can handle most of the incoming email. But we must still whittle down some pile of messages. “Getting Things Done” [aff. link] offers a solution: Reply, do later, archive or delete.

  • If a reply can be written in 2 minutes or less, we take care of it on the spot. Then we archive it.
  • If it takes more than 2 minutes, we put it in a To-Do folder.
  • If we need to refer to it later, we archive it.
  • Or delete it.

By putting total focus on the Inbox, we can manage it daily, without re-reading messages or struggling with indecision.

Quite a few posts can guide newbies through applying Getting Things Done to email, including this one that focuses on Gmail users. The Getting Things Done system is terrific, but applying it to email and other areas takes study and practice.

Without any system in place, email becomes a burden again, rather than a simple task to handle with a smile.

4. A big step to consider is email encryption. It’s technology that’s available to all of us at a reasonable cost, allowing only us and the recipient access to the message.

But why do it?

Email privacy is an illusion. Our mail can be read by government agencies, corporate spies, tween hackers, Russian hackers and nosy family members. Many of us have faced similar privacy concerns about our medical records, our financial statements, our phone data, our photos stored on the cloud and other sensitive material.

We lock our doors, try to hide our PINs at the ATM and supermarket checkout terminal and use two-factor authentication for site logins. Maybe we’re not thinking enough about securing our email.

Lifehacker put together a guide to email encryption in 2013 worth studying. For most people, having stronger passwords and better password management will be enough of a defense. But for a few, encryption will be a necessity.

Email offense ensures that we take charge of this communication tool. Our game plan is to free up time wasted on tracking messages and give ourselves ongoing peace of mind.

Tips for email defense

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