Syllogic consultants champions a future where integral sustainable development is the norm, not the exception.
What is the best strategy for online communication? Should one have a blog, a website, or just a facebook page? Ok, so I got a facebook page and a blog, which one do I maintain the most? Are these questions that you ask yourself when you try to figure out the best online communication strategy? We have been asking ourselves the same questions too and we have done some extensive background reading on the subject, trolled Google for insightful reviews and discussion on the matter and the answer is not that straightforward. As you can imagine there isn’t a one-fit-all solution, because although social media platforms are where 99% of the Internet population resides, one still needs to target specific audiences for different communication. However, there are a few reasonable steps that we can recommend. We call this approach Integral web-presence, because it is one that tries to encompass as many possible outcomes, now and in the future of your communication. We have summarised this in a presentation embedded below. The essential ingredients of our approach are the following:
- build a repository of all your messages: the idea is that you need to have a an easy way to catalogue, manage, publish all that you will write, for you may need to re-use this material at a later stage. Hence the first step is a blog.
- be creative with what you write: very important and there is an art for effective communication on the Internet which basically takes into consideration the fact that most visitors will cross-correlate what they read while retaining a short attention time span. You have to maximise your chances of grabbing that attention and yet at the same time limit superficial communication.
- reach out to people on social platforms: push out your communication to Social media platforms as and when you need to, automatically or using a manual schedule. Here again, on Twitter and Google+ for example, if you send a message once a day, chances are it will just get lost due to the way these platforms consume messages. So you need to push messages on a regular basis through out the day, even if it is the same one. On other platforms it is the reverse, such as LinkedIn or Facebook.
- promote your message source: using conventional promotional techniques such as advertising to promote your blog/web-site and encourage people to read what you have to say. But there are other means to achieve this, such as getting other people to contribute content to your blog, for they will promote it through their networks, and similarly offer to write content on other blogs/sites for people may follow your write-up to your blog to read more.
- fine tune all the above: as you progress and fill up the blogosphere with your messages, you start to build up a following, a reputation, and this will give you guidance as to which channels are most effective, which stories to concentrate on, which social platforms to tap effectively and so on…ultimately reaching the holy grail of online communication which is to be listed among the first results of a Google search with specific set of keywords.
So without further say, here is our presentation, as well as a case study of an experiment we carried out to test our strategy.