Become an Influencer
eBook - ePub

Become an Influencer

Get noticed & visible through online communication & social media, more impact in self-marketing public relations & positioning, inspire people with charisma

Simone Janson, Simone Janson, Simone Janson

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eBook - ePub

Become an Influencer

Get noticed & visible through online communication & social media, more impact in self-marketing public relations & positioning, inspire people with charisma

Simone Janson, Simone Janson, Simone Janson

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Corporate Blogs vs. Social Media: Efficient topic storage and sustainable learning tool
// By Simone Janson

Corporate blogs are not only marketing tools, but also excellent subject storage and learning tools. And still offer an advantage that is often underestimated: data security.

Success through corporate blogging or the great blog death?

As early as 2012, Sascha Lobo regretted the decline of German blog culture in his column on Spiegel Online. According to Lobo, the reason for this was the spread of social networks:
“Today, social sensitivities are shared on Facebook, short messages and links on Twitter and on Facebook, photos on one of the hundred platforms as well as on Facebook, videos on YouTube and on Facebook - for almost every kind of statement that was published in an average blog of the 2005 public was presented, there is now its own social network. And Facebook. ”

Dear Twitter, Instagram and Facebook instead of blogging?

In fact, quite a few companies have meanwhile set up their company blogs and run their communication via social networks such as Twitter or Facebook. The University of Massachusetts found that the percentage of companies that run a corporate blog has decreased significantly.
One reason for this is the time required: Many companies find it easier to publish short messages on Facebook or Twitter, rather than blogging.

Content in social networks vs. my data is mine

But the way of thinking falls short: Because social media may be practical and convenient, but in the long term, as Lobo explains, they only communicate in a kind of borrowed Internet - and the information could disappear at any time, eg Facebook or Twitter change the terms and conditions.
Lobo was certainly not the first to focus on this topic - but certainly the most prominent.

Fear of data loss

Several cases are now known in which Google simply creates an account with all of the data contained therein without prior notice, e.g. eMails, calendars, etc. locked or deleted - the people concerned simply had no access to them overnight and no way to download their data. Add to that the numerous cases where services are simply discontinued - from the feed reader to Google Plus.
Since I know of some companies that they are doing their project management or their communication via Facebook or Google, the constant fear of data loss hovers over the company like a sword of Damocles. And that data loss is everything, but not time-saving, certainly one or the other can sing a song. Blogging on a self-hosted page can save a lot of time this way.

Use the blog as a time saving archive

And even more: One finds the information even after years again. For example through the search engines. If you are looking for something, you probably first go to Google. And how often do you find entries from Facebook pages or profiles? But rather rare. Blogs, on the other hand, often appear pretty far in the search results. I was already being interviewed on posts that I had written years ago - they just googled me.
Even you can find old posts, comments, discussions in this way - all the more, if you look at the blogging on a clear structure and tag the posts reasonably. Imagine that years ago you read an exciting article and thought about it a few times. If you found him on Twitter or Facebook, you have little chance of finding the article again.

Find information with a few clicks and search function

In the blog, however, just a few clicks or a good search function are sufficient, depending on the order. For me, my blog is therefore not just a communication tool, but also my personal archive of topics, in which I collect topics and contacts who I can refer to later. In the long term, blogging is the far more sustainable and effective form of communication and also part of personal knowledge management
The personal knowledge management is undeniable in our information-intensive times to the core competence. And a blog offers all the necessary tools - here is an overview:

Corporate blog or Twitter as link store?

Admittedly, at first I just did not see any sense in sharing all the articles I'm interested in with other people - collaborative work was still too far away from me. Then Twitter acted as a public bookmarking service for a while: you can gather news, share it and bookmark it as a favorite.
But at the same time, Twitter is also an excellent marketing tool, where sharing information also has some strategic value. In other words, if I shared any link that I personally find interesting with my followers, I would spam it and soon all followers would be gone.
In addition, simple tweets and retweets will eventually no longer be available. I have to favor what I want to keep permanently - and these favorites then appear in a chronological list without the possibility of somehow sorting them thematically. In short: Twitter may indeed be an excellent news channel, but it is not suitable for bookmarking and retrieving the news.

5 Tips: Corporate Blogs and their many uses

Another tool was needed. At this point, I also discovered my blog as topic storage - and since then I'm thrilled with the many flexible applications as a bookmarking service, backup, presentation preparation at seminars and information dissemination. How and why do I use my blog exactly?

1. Corporate blog as topic storage to increase productivity

At first quite traditionally as topic memory. This was necessary because I now work on a fixed computer, on a netbook and on a mobile phone. And on all three I want my information and articles always at hand. And this is exactly where my blog helps me: Because long before I publish the information, I store countless ideas, drafts and links in the background.
Another benefit for me: I do not have to be afraid that the information will eventually disappear accidentally, as with many other services. You can group the topics in different ways:
  • priority
  • topic
  • Date
  • people
  • Location
  • A
  • and much more.
This creates amazing, almost endless combination possibilities.

2. Make information available quickly thanks to corporate blogging

Of course, if well sorted and edited, this information can then be made quickly and easily available to others as well. For example, topic groups can be sorted into tags, categories, and custom taxonomies, listing them on individual pages, thematically or alphabetically grouped.
You can also make these tags and categories available as RSS feeds, allowing other people to subscribe to this information. We had written here several times about feeds and coping with the flood of information. Reading many feeds is inevitable for people who work with information or interact with media. The right feed management is half the battle.

3. Use corporate blog in seminars

There's a good catchword everywhere: When I recently gave an online marketing seminar, I worked with different media: Power Point slides on one side, but then again and again I interrupted my presentation to show videos or websites , But typing the URL proved to be too cumbersome for the participants.
Another possibility was to be able to directly import the links directly to your computer. And what did I use there: the blog. For here, the links can also be provided with a suitable seminar day, so that the participants can find the information later at any time.

4. Link list in the blog

Finally, retrieval is also important in my fourth advantage: I also use link lists in my blog. Among other things, for my seminar participants and others interested in technology, I have created a section in which I collect various tips and tutorials.
Since I do not create a blog post for every technology hack I find anywhere on the net, but I've accumulated a lot of coding tips for WordPress over time, it makes sense to use them as a link list in the sidebar of the tutorial Output a rubric. In doing so, I can create an RSS feed for each day, which I can then integrate into the blog via a sidebar widget. And if you are looking for older tips, you can search for them using the search function.

5. Marketing with the corporate blog

Last but not least, a corporate blog is also an excellent marketing tool: it makes marketing in which it conveys information, lets employees or readers have their say. It helps to get rid of discussions as well as to make your own company or your own ideas more visible. Overall, a good investment.
Finally, the blog binds as topic storage and discussion platform also the basis of a successful dissemination of content in social media work.

Conclusion: Knowing how to amass a financial investment

In view of all these points, it is no coincidence that these positive effects can also be compared to a financial investment that yields an ever-increasing return over the years:
In the beginning, the profits (financial gain or time savings) can still be neglected. But the longer you invest, the more noticeable the “return on investment” will be. So it may well be worthwhile to have a longer-term strategy in addition to a short-term one. Even if this initially gives the impression of additional work.

The Relevance of Influencer Marketing in Niche Markets: 3 X 6 Tips for SMEs
// By Fabian Linden

Influencer marketing is not a buzzword. Every industry has come in contact with it in recent years. Especially for small and medium-sized companies, the sector offers new opportunities.

Companies are still skeptical about influencers

However, in many companies, the relevance of marketing across popular social media presences is still undervalued, especially with regard to the benefits of increased employment.
Especially for smaller companies or those looking for a specific market niche, the chances of optimizing specific use of influencer marketing are still underestimated. Indeed, starting from sectors that are directly related to the markets, which mainly appeal to the average younger audience of social media, it has now spread to almost all areas.

The challenges in influencer marketing

Numbers are frequently exchanged in dialogue with influencers. This is only natural in the PR sector, since pure reach is an important indicator in order to be able to estimate the effect of the marketing measures.
But in influencer marketing, other factors play a role, which differ from traditional print and television advertising as well as online advertising via advertisements. This is directly related to the advantages of the methods.

6 Challenges for Businesses in Influencer Marketing

On the one hand, influencers and social media are the latest craze in marketing - not least because the commercialization of social networks is still a fairly new aspect. To date, the reach and proximity to end users who have large influencer accounts is greater than ever.
This makes influencer marketing itself a very new topic, especially for companies that have been dealing with traditional advertising for many years and have only recently begun to engage with online marketing.
  1. Trust in Userbase, which has been successful in influencing, is a great opportunity for companies to make the most of it. But this is precisely where the difficulty lies: Since the interests are very specific in many subject areas and users consume the content streams of influencers very specifically, companies have a duty to select precisely those whose intersection with their own target group is greatest.
  2. This belongs to the pure Evaluate the Analytics but still a bit of tact and a certain level of detail of social media and the way people actually use it. In principle, influencer marketing managers must therefore also be experts in social networks themselves. Ideally, they are therefore digital natives who are actively traveling in this sphere and therefore always up to date.
  3. Because even here hide difficulties - because the landscape is changing rapidly. Both the type of communication and the frequently used networks themselves are subject to constant transformation.
  4. Especially because of the daily changes in Internet slang and constantly new memes and popular topics, it is difficult for marketing departments to evaluate whether individual influencers dominate the discourse.
  5. Especially for specific scenes and themes, there is oft...

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