I have been undertaking some research on behalf of a client this week and am amazed by the number of websites showing out of date blogs. The most recent blog posts on about 60% of the sites I researched were over 3 months old.
I know that there are no definitive ‘rules’ on blogging frequency but I’ve never heard anyone advocate blogging once a quarter!
What did this make me feel about the companies I was researching? They were lazy, busy or just plain disorganised? It certainly didn’t make me want to rush out and do business with them.
Social media seems like an easy marketing option, especially for small businesses, not least because there is little direct cost involved. This is not a good enough reason to set up a Facebook page, sign up for a Twitter account or start a blog though. Social media, like any other marketing activity, needs to be built into your marketing plan. It’s not a quick fix and takes time and effort.
If you want to include social media into your marketing mix it is essential that you understand why, how and when you will use it; including how it will integrate with your other marketing activity. Don’t be too ambitious, we all have limited time, and plan for contingencies such as busy work periods. Be realistic about what you can achieve and enlist help if you need to. Above all plan your activity and finish what you have started.