• Before You Start: You have a business blog with comments.
• Learning level: 4 | Creating Solutions
• Article Last Updated: Tuesday, April 3, 2012

Blog Comment Insights

When you first start a business blog, you write your heart out, click publish, and wait for the comments to roll in. Sometimes, you have a long wait. But after time, your blog begins to pick up readers, then regular readers, and soon your posts are getting comments.

Now the fun begins.

Here are 5 things you can learn from your blog post comments.

#1 Hot Button Topics

Occasionally, you will write a blog post that seems to have a life of its own. It gets tweeted, shared on Facebook, and you are drowning in comments. That’s all good stuff.

It means that your post hit a hot button topic with your readers, and they felt compelled to share your post with their friends, and give you their opinion on it. It doesn’t matter if they showered you with praise, or told you that you might be the anti-Christ.  What matters is that you found a topic that people really care about.

This is a topic that you should explore in more depth. But be careful as you start planning future posts. If you got a lot of negative feedback, make sure that your next post has rock-solid logic, and that you express your opinion in a respectful manner. It’s not about stirring the pot. It’s about giving people new ideas and new perspectives to consider.

#2 Dead Topics

While you are building your audience, don’t blacklist a topic because a post didn’t get any comments. But when you look at your blog as a whole, the posts with fewer comments may be telling you that these topics missed the target.

This is an opportunity to revisit the topic with a new post with a fresh take on the subject. This time, add something new to the mix, a story about your experience, more opinion, and a catchy title. If the new article doesn’t resonate with your audience, put that topic on slow rotation and write about it infrequently. Or don’t write about it for a while.

#3 Burning Questions

I love when people ask questions in blog post comments. There is no better way to find out what is on the hearts and minds of your readers. When someone asks a question, they show you how they see that topic. Armed with this information, you can see new ways to write about this topic, and new background information your audience wants to hear from you.

Answer their questions in the comments, but use their questions to write more engaging blog posts in the future, also.

#4 Timing

One common question with no easy answer is: what time of day and day of the week should I post? You can ask the same question for your blog, Twitter, Facebook, and other publishing platforms. You can get a clue about when people are reading your posts by seeing the time of their comments.

Combine the comment time with their time zone to get a sort of profile of when people are reading your posts. You can try shifting your publication date and time to right before your most popular reading time to see if you get increased (or decreased) readings.

#5 Reader Identity

I use the email addresses of my blog comments to figure out who is reading my posts. Did they use a business email address or a personal address? Can I tell from the top level domain identifier (.com, .co, .au, etc.) where in the world the commenter is located? Do I have a lot of commenters from the same country or region of the world?

Ask yourself if the information you provide is truly international. Is there a regional variation or twist that might interest your readers? Can you start to include examples in your posts from other parts of the world?

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• Before You Start: You have business social media accounts. You want to improve your strategy for sharing information through your social media accounts with your online community.
• Learning level: 4 | Creating Solutions
• Article Last Updated: Friday, December 2, 2011

Share Your Experience

We live in a time where information is available at our fingertips. Thanks to search engines, we can find out almost anything with just a few clicks.

If that’s the case, then what information does your business have to share with your online community that they can’t already find online without you?

It’s your experience.

WordPress Backup Example

Here’s an example of how your experience adds value to information. I just got off a chat session with a friend, a peer who is relatively new to WordPress. She had some questions and we ended up talking about how she should be doing her blog backups.

There are plenty of articles out there about how to do a backup of your WordPress blog. (Or how to do most things.) What I was able to share with her are the things that were not listed in any of the how-to articles. For example, I told her:

• How often to do a database backup based on my experience (every 6-8 weeks and before every WordPress upgrade).
• Where to keep the backups (on her computer in a folder marked backups).
• How many backups to keep (3).
• What to do in between database backups (exports of all content to her backups folder weekly).

Some of these things I learned the hard way. All of them I learned through experimentation and occasionally through failure.

Mix In Your Experience

There are many things of value you can share with your community because of what you know from running your business. For example:

• A dry cleaner can talk about how to get lunch spills out of your clothing.
• A real estate agent can talk about how to research the schools in each neighborhood.
• A restaurant can talk about how to keep your produce fresher longer.
• A business coach can talk about how to shift your outlook when the rain clouds appear over your parade.

However, all of these can be improved by adding in your experience. Here are a few ways to do that.

• Tell the story about what happened one time, and how you used that experience to try something new that really worked.
• Add your review or rating for each resource. Which one do you like best? Or how do you decide which resource you use in each situation?
• Provide additional details like how you know when it’s time to do something. Or practical tips that answer questions in the future (like how many backups should my friend save).

Going back to my examples:

• The dry cleaner can create a list of must-have items for every office desk that has all of the items you need to keep stains out of your work clothes. But also add in where to purchase items, and how to get a trial size bottle of club soda, for example.
• The real estate agent can create a list of tools for checking out a new neighborhood, and mention the strengths of each resource. Include the exact neighborhood links to make it easier for people to find them online.
• The restaurant can share its tips for storing produce, including a list of which items don’t store well, how long you can expect each item to last, and how to mark items for quick assessments.
• The business coach can share what she does when she has a tough day, and how to build up your rainy outlook survival kit on the sunny days (before you need it).

Your online community wants more than raw information. They want to learn things from your experience that will save them time, energy, and even money. You have the experience to give them really great information. So include your experience in your social media conversations. Your online community will love you for it!

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• Before You Start: You read blogs or news sites.
• Learning level: 1 | Social Media Basics
• Article Last Updated: Friday, December 2, 2011

What Is RSS?

If you read blogs or news online, you understand the online information hunting process. You visit a site, look for new information, and when it’s available, you read it. If there is no new information at this time, you return later, perhaps the next day.

That’s the hard way to get information online. Instead of hunting for information, you can take advantage of a technology called RSS to make the information come to you.

Most blogs and news sites offer an RSS feed of their content. This means that they publish their new content by pushing it out to subscribers through an RSS feed.

RSS Advantages

You don’t have to understand how RSS works, or what the information looks like inside the feed. It is similar to how you watch television or listen to the radio. You don’t have to understand how the song or show gets sent out, or how it travels to reach you. You just need a radio or television set that receives it and plays it for you.

In the same way, you can take advantage of an RSS feed from your favorite blogs and news sources by using an RSS reader. The RSS reader works like an email inbox, collecting blog posts and news sent to you through your RSS subscription. You have once place to check for new things to read, and new things show up right after they are published on their sites.

RSS Setup

Before you subscribe to any RSS feeds, you have to set up an RSS reader to receive the blog posts and news articles you want to read. Most RSS readers are free, and there are many popular RSS readers, including:

• Google Reader (web-based)
• Feed Demon (Windows OS)
• NewsFire (Mac OS)

Your email program may also accept RSS feeds. For example, Microsoft Outlook has a built-in RSS reader that works like a separate inbox.

Choose your RSS reader, set up your account, and get some basic instructions for how it works.

RSS Subscriptions

Now that you have an RSS reader set up, you are ready to begin subscribing to RSS feeds.

1. Go out to every blog and news site you currently read.
2. Locate the RSS feed symbol.
3. Click the RSS feed symbol.
4. Tell the RSS feed the name of your RSS reader. (The exact screens and procedures vary based on how the RSS feed is set up and which RSS reader you are using.)

Repeat these steps for every blog and news source you currently read.

Your turn: Are you using an RSS reader to simplify your online reading? Do you offer an RSS feed for your blog? Share your experience here.

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• Before You Start: You have a business Twitter account.
• Learning level: 4 | Creating Solutions
• Article Last Updated: Sunday, December 4, 2011

Getting More From What You Already Have

I love to travel, so I’ve been a huge fan of the Travel Channel for many years. My favorite show there is No Reservations, the travel/food show hosted by Anthony Bourdain. I love his sacrastic and yet philosophical attitude about life, and his no-nonsense comments about the show’s locations, food, and other celebrity chefs.

In the last year, I’ve been really impressed at the smart social media efforts around this show. While their efforts effectively promote this television show, there are also lessons that apply to other types of businesses. Let me show you what I mean.

Content Strategy & Reuse

I know when I start using terms like “content,” some of your eyes glaze over. But stick with me a minute.

The staff of No Reservations spends a great deal of time planning each show before they hit the road. They research great food options, local food experts, and every other detail of the show. Nothing is left to chance when the production crew and Tony arrive at their destination.

The Travel Channel realized about a year back that they could use some of that research information to provide new and useful information (i.e. “content”) on their website. Now, you can access information about the names and addresses of each location shown in show episodes, along with other places that ended up on the editing room floor or didn’t make the shooting schedule cut. These Travel Guides are a perfect example of a business reusing information it already has to provide value to its online community.

See Your Business With A Different Perspective

What’s so smart about this? Until that moment, the Travel Channel saw itself as a television channel that educates people about travel through television. They didn’t see themselves as an online travel guide sort of business. Now, you and I may look at their No Reservations travel advice and think it is a no-brainer. But it actually was a shift in their online content (there’s that word again).

This restaurant information is interesting to the usual Tony and No Reservations fans, but it also pulls in a new segment of people: people who are traveling to destinations where Tony has visited who are not fans of the show or even fans of Tony. These are just people who are looking for great restaurants on their upcoming travel. But once they start using this travel information, how many of them will take an interest in No Reservations or other Travel Channel shows? And how many of them will recommend this restaurant guide to their friends?

The Travel Channel also publishes a section of recipes from Tony and his chef friends who appear on his show. Again, this is something they do to add value that is related to Tony, but not part of their general business goals (running a successful television channel).

Look around that the information you have laying around inside your business. Do you have information that you can easily publish on your website, through a blog, through podcasts or videos, that would add value to your existing online community and add interest in your business from other people who are currently not part of your online community?

Is there an ah-ha moment for you just waiting to happen?

No Reservations And Twitter

With the new season of No Reservations, the Travel Channel has tried another new social media strategy. They asked Tony to live tweet during the airing of the premier episode. The results were staggering! The number of times the No Reservations Twitter account was mentioned during that evening was impressive. In fact, it went so well, the Travel Channel is going to add more live tweeting with their other shows.

When your business has an event, or when you participate in a professional conference or trade show, why not try live tweeting your experience? In my community, there is a restaurant that gives away free food one day every year. Joe’s Real BBQ uses Twittter on this day to let people know how many people they have served, how long the line is, and includes pictures of some happy customers. How can your business take this idea and use it to promote your own events?

Pay attention to what the big brands are doing on social media. There are always ideas you can borrow and adapt for your business and your budget.

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• Before You Start: You have a business blog and you want to incorporate a guest blogger.
• Learning level: 4 | Creating Solutions
• Article Last Updated: Sunday, December 4, 2011

Guest Blogger Benefits

Let’s face it. It’s a hard job maintaining a blog by yourself. It’s easy to get into a rut with your topics and to feel a little burnt out from the pressure of constant writing. Using a guest blogger is a great way to overcome some of the challenges of maintaining your blog, and provides several benefits.

• Lighten your load. With a guest blogger, you offload some of your writing temporarily to someone else. Sometimes, a little break is all you need to return to your blog invigorated.
• New perspective. A guest blogger brings a different point of view that brings a new perspective to your blog topics.
• New topics. A guest blogger may suggestion fresh topics for your existing categories, adding  variety to your blog content.
• New opinions. A guest blogger may not agree with all of your opinions. Adding a different opinion gives your blog greater depth.
• New readers. Your guest blogger will promote her writing on your blog. This means that new people learn about your blog because of your guest blogger.

Find A Guest Blogger

It’s important that you select a well-qualified person as your guest blogger. Here are some critical characteristics to look for in a guest blogger.

• Expertise. Your guest blogger must have experience and knowledge about the blog post topic. Usually, this means finding someone with experience in your field or a related field. However, you should also consider newcomers who are on their way up.
• Opinions. A blog post is more interesting to read when the blogger has their own opinion about things. Look for someone who doesn’t follow the thought leaders in your industry, or who isn’t afraid to disagree with the experts.
• Writing skills. A guest blogger has to convey their ideas in writing. You need someone with good basic writing skills. Don’t be afraid to invite a new writer. You can always providing editing services for someone who creates great content but hasn’t mastered blog writing.

Prepare For A Guest Blogger

It’s critical that you explain the ground rules for your blog when you invite someone to become a guest blogger. You must set the expectations up front to avoid potential misunderstanding and conflict later. Take an hour to think about and write up guest blogger guidelines. The most important information can fit into one page, and should include:

• Topic. Who chooses the topic? Are you making an assignment, or can the guest blogger choose any topic that fits within your categories?
• Drafts. Do you expect to review an outline of the content or a draft copy of the blog posts?
• Language. How many words do you expect from the guest blogger? What types of language requirements do you have (tone, grammar, etc.) for the post? Can the blog post be written in first person?
• Approval. What happens if you don’t like the post? Will you give feedback and allow the guest blogger to make changes? Or will you make the changes?

Your turn: Have you used a guest blogger? Or have you been a guest blogger? Share you insights and experience with the community.

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• Before You Start: You have a business you want to promote through social media.
• Learning level: 1 | Social Media Basics
• Article Last Updated:  Sunday, December 4, 2011

Self-Promotional Strategic Thinking

Here’s a strategy to help you break down your products and services to talk about them from your customer’s perspective.

1. Make a list of the things you deliver. When you make a client delivery, what do they have to show for it? Is it a tangible product (a meal, a piece of clothing, a resume, a website, etc.), or is it an intangible product (a change in the way the client thinks or acts, peace of mind, etc.)? Or is it a combination of both types? Do this for every product and service you offer.
2. Review your delivery item list. Is your delivery list the size of Carrie Bradshaw’s shoe inventory, or do you specialize in just a few things? Neither one is right or wrong, it’s just one aspect of your business. It’s something you should know and understand about your business.
3. Clump your delivery items into solution sets. This is especially important if you have a lot of delivery items. Are they logical groups that you deliver together? The key here is not to group them by their characteristics but to cluster them they way a client might order them as a group. For example, rather than group together french fries and onion rings (as side options), group together a burger, fries and a drink (the way people order them). If you are graphic designer, you might group together a logo, business cards, and letterhead combination as an identity kit solution set.
4. Write a list of reasons why a client might ask you for each solution set. Put yourself in the client’s shoes, and figure out what situation drives the client to need your solution set. If your customers are consumers, why do they want or need your products and services? If you customers are other businesses, what business challenges do they face that you can solve? Really be creative here because this is where you start to connect to your potential clients.
5. Turn the list of reasons into a list of client problems that you can solve. Again, put yourself in your potential client’s shoes. Imagine a potential client sitting at her desk (on on her couch) with problems swirling in her head. Talk about her problem the way way she would talk about it.
6. Summarize what you do from the list of client problems that you solve. At the core, every small business or freelancer is a problem solver. That’s right. If you customer didn’t have a problem, they wouldn’t need your products and services. They might hang out with you over coffee, they might tweet and email and Facebook you, but that’s not the same as doing business with you. Your clients have a problem that causes them pain, and they are paying you to make it go away.
7. Publicize what you do to the world. Update your website, all of your social media sites, and your business cards with your updated business services description. Create your new elevator pitch. And prepare for the avalanche of new clients.

What are you waiting for? There are new customers who need your products and services today!

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• Before You Start: You have a business you want to promote through social media.
• Learning level: 1 | Social Media Basics
• Article Last Updated:  Sunday, December 4, 2011

Self-Promotion Obstacles

There are a lot of reasons why promoting yourself and your business may not come naturally to you.

• You are naturally shy so you don’t like to point out even the obvious things about your business.
• You are unsure of yourself and so you don’t speak because aren’t sure what to say.
• You are confused about what other people find valuable about your services and products.
• You are reserved and you want your work to speak for you.
• You are waiting for someone else to speak for you and recommend you to the world.

But the reasons don’t really matter. What matters is that you find a way from where you are today to where you want to be. And that means overcoming these obstacles.

Self-Promotion Mistakes

Take a little time to look for examples of businesses that promote themselves well. Look carefully at what they say and how they say it. When you find something brilliant, borrow it. But while you are looking, also take note of what doesn’t work in your opinion.

Here are the two things that many businesses get wrong when promoting their services and products.

• Describe your business from the inside. Have you ever landed at a website and couldn’t figure out which of the website menu options contains the information you want? It isn’t your fault. The person who wrote the website copy wrote about the company from the company’s perspective. They didn’t think about you and what you were looking for when they designed the structure. You are not an insider. That’s why you couldn’t figure it out.
• Describe what you do with a label. Lots of people give labels instead of describing what they do. What’s the first thing that crosses your mind when someone says they are an “expert” or a “visionary” or a “thought leader?” These labels are not helpful because no one can explain what an expert or visionary or thought leader actually does or how they provide practical help for your business. David Meerman Scott talks about meaningless language to avoid in his Gobbledygook Manifesto.

Now that you’ve looked at what can go wrong, in the next article we’ll cover how to break down what you do to create a positive way to talk about your business.

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• Before You Start: You want to start a WordPress business blog.
• Learning Level: 1 | Social Media Basics
• Article Last Updated:  Sunday, December 4, 2011

WordPress Overview

WordPress is one of the most popular blogging tools today with over 54 million bloggers choosing to publish their personal and business blogs with WordPress. But what exactly is WordPress, and how does it help you get your thoughts on the internet?

WordPress is personal publishing software. Sometimes, people refer to it as content-management software. The content is your writing. WordPress, like other blogging software, makes it easy for anyone to publish their words online. You don’t have to know anything technical. You don’t have to know how to build or maintain a website. WordPress takes care of everything technical for you. Your job as a blogger is to write good stuff. WordPress handles the technical parts.

Your Business Online Presence

Before you start using WordPress, there are some decisions you have to make. You are creating a blog website, after all, and you need to understand what WordPress can do and figure out which option makes the most sense for your situation.

Your blog is going to appear on the internet. It’s part of your business online presence. WordPress automates the day-to-day writing and publishing blog posts process. But you need to think about what your business online presence and how your blog fits into that presence.

Many businesses today actually have a separate website and blog, but they link the two together so visitors at the website can jump to the blog, or visitors to the blog can jump to the website, without realizing they are visiting two separate things online. You can do this, too. However, you may need the assistance of the technical people who create and maintain your website for this initial setup piece. It’s really easy to add a link from your website to your new WordPress blog, and from your blog to your website.

Hosting Options

Hosting refers to where you set up your blog. With WordPress, you have two choices, each with distinct differences and advantages.

• WordPress Hosted Blog. WordPress allows you to set up a blog using their software for free and they will manage your online presence for free. In exchange, they limit your set up options and your web address options. These limitations make it easier for them to do the maintenance for your blog.
• Self-Hosted Blog. WordPress allows you to download and use their software for free anywhere on the internet. With this option, you must perform some software updates, and you are responsible to keeping your blog up and running on the internet.

With the self-hosted option, most businesses use a hosting service to keep their blog (and their company website) up and running 24 hours a day. If you add a blog to your website hosting, you may have an additional charge from your hosting service, depending on your contract. Your hosting service is responsible for keeping your blog (and website) running 24 hours a day. However, you are responsible for the software upgrades and other maintenance to the WordPress software. In exchange, you can customize your blog to your heart’s content, and add in additional features available to the WordPress community.

With the WordPress hosted option, you can choose between a list of available design options for your blog, but you cannot customize your blog beyond these options. You have limited options for adding additional features to your blog. There are some additional features you can purchase. In exchange, you get your blog hosted for free and someone else takes care of the software updates.

You can start out using the WordPress hosted option and later switch to the self-hosted option without losing any of your blog content. So choose the option that best suits you starting out, and know that you can change your mind later if your needs change.

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• Before You Start: You have a business blog.
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• Article Last Updated:  Sunday, December 4, 2011

Blog Comment Trolls

Some bloggers complain about comments left by trolls, people who take a negative view of the post and seem to overreact to the content. Trolls are out there, and may find their way to your blog.

Trolls are just one challenge you face when you allow the public to post on your blog. One of the smartest things you can do is create a blog comment policy that explains to your visitors what you expect from commenters, and what you do when they break the rules.

Identifying Trolls

Every blogger must develop a thick skin. You write your blog to express your opinion and describe the world as you see it. Not everyone will agree with you.

Just because someone disagrees with you doesn’t make them a troll, however. If you allow comments on your blog, you are going to get comments from people who don’t agree. Remember that variety of opinions is what makes the world so interesting. Embrace different opinions and your life as a blogger gets much easier.

Dealing With Trolls

When a troll shows up in your comments, it can be shock to your system. Don’t do anything if you don’t have cool head. You don’t have to rush to action. In fact, taking any action while your blood is hot is never a good idea.

Give yourself time to think about the situation. Has the troll really done anything more than disagree with you? If action is required, start by making an unemotional response. Thank the commenter for expressing her opinion. Did the troll make any valid points (even if you don’t agree)? Thank him for adding those points to the conversation. You can also make a statement about how people have different opinions and thank him for sharing.

Did the troll cross the line? Did she use profanity or abusive language? When a commenter crosses the line, you must decide if you are doing to edit their comment or delete it. It’s really important that you are clear about why you choose either option. You may be challenged to defend your choice later. It’s your blog, but if your community thinks you have overreacted or censored someone, you may lose your audience.

Avoiding Trolls

You can do a lot to avoid trolls by the way you set the tone for your blog. Do you love controversy and like to stir the pot with your posts? You are more likely to find trolls hanging out on your blog than someone who sticks to the middle of the road. That just means you need to develop a thicker skin about comments and get used to trolls.

Creating and publishing your blog comments policy is a smart thing. It gives you a way to explain your actions toward any troll. Be sure to post your comment policy with your comments form.

Your turn: Have you encountered blog trolls? Have you seen blog trolls on other sites? Share what you learned from your experience.

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• Before You Start: You have a business blog. You have a LinkedIn account.
• Learning Level: 4 | Creating Solutions
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Publish Your Blog on LinkedIn

You work hard on your business blog. You invest the time to research and write posts that benefit your blog community. You do everything you can to promote your blog to expand your community and build your reputation as an expert in your field.

Have you added your blog to your LinkedIn profile?

LinkedIn allows you to connect your blog to your profile through specialized applications. These applications automatically show the most recent blog posts to anyone who lands on your LinkedIn profile. This gives you many benefits, including:

• Allows you to show your expertise to people when they review your work history.
• Introduces new people to your blog who might not have found your blog another way.
• Lets your LinkedIn connections learn more about you and your expertise.

Connecting Your Blog To LinkedIn

LinkedIn provides two different applications that connect blogs to LinkedIn profiles.

• Blog Link. This application supports all of the major blogging platforms.
• WordPress. This application connects any blog on the WordPress platform.

To add your blog to LinkedIn:

1. Display your LinkedIn profile with the Edit My Profile tab.
2. Scroll below your work history Summary to the Applications area.

1. Click Add An Application. LinkedIn displays a page that contains all of the available applications.
2. Scroll through the list to find the blog application of your choice (Blog Link or WordPress) and click on the application name or icon. LinkedIn displays an information page for your selected application.
3. Read the details about this application.
4. On the right, choose the appropriate settings for your blog application and click Add Application button.
5. Provide the information required by the application to display your blog and choose your settings.

Your blog now displays on your LinkedIn profile.

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