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Andy Merrett

Brands need to adopt social media to prosper

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Roll back a few years and the main piece of advice for companies seemed to be “get a website”.

We we told that any company that couldn’t be found online would go out of business. That’s not strictly true, of course — it depends a lot on the business — but what is happening is that the stakes are being raised.

Now, it’s not enough to have a website. You need a social media presence and a strategy to drive it.

With Google and Bing incorporating social network data into their search results, there’s an even more compelling argument for brands to capitalise on the power of social, according to Reality Digital.

With the rise in social media comes the need for reputation management — seeing what people are saying about a company or brand and communicating positively with both fans and detractors.

Robert Proctor at Reality Digital said, “Those brands that employ brand focused social networking applications will stand to benefit from these deals hugely, as through this they not only have the benefit of heightened consumer interactivity, but they may also start to see some of the great content from their networks appearing within search engine results.”

Will Amazon Affiliate Twitter posting tool increase spam?

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Amazon has introduced a new feature for its Affiliate members, making it easy to post a link to any product on the site to Twitter.

It’s another step in making it easy to promote Amazon’s products, after the introduction of cut-and-paste widgets and “link to this page” for bloggers and website owners.

Yet Twitter is already flooded with spam and promotional messages, and Amazon has just made it a whole lot easier for casual spammers to flood the service with affiliate links.

Additionally, because the links are effectively cloaked (a side effect of having a limited character count on Twitter) it’s not easy to know what will directly benefit the Twitter account holder if the link is clicked and a purchase is made.

Of course, seasoned spammers will already have automated systems in place to create and publish tweets, but now anyone can do it with just a few clicks.

I don’t deny that the service is useful. If you have a loyal Twitter following and are genuinely recommending products, and providing disclosure, then the occasional link is fine. This new tool will save you time.

Unfortunately, I can also see it adding to the stream of rubbish flowing through Twitter, and an increase in the number of account blocks I’ll be having to do on a regular basis.

What do you think?

Who is Posterous good for?

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Posterous has caused quite a stir in the blogging world, because it all but removes even the moderate level of complexity that other blogging platforms tend to put in the way of simply publishing.

The service has even managed, somehow, to alter my view a little on using free, non-self-hosted blogging platforms, though I’d still say it’s not for everyone.

The fact is, most people can benefit from having a platform that’s easy to post multimedia content to on the fly and integrating with social networks even if they are au fait with the likes of WordPress, TypePad and Movable Type.

Of course, personal blogs will work just fine on Posterous, but also higher flying media professionals who want to share a lot of content with people, are often on the move with their smartphone, record and/or link to a lot of videos and podcasts, and whose personal brand is based more on the raw content than slick design.

Posterous designs aren’t shabby, by any means, and can be customised to a certain extent, but even if you use your own domain name or subdomain, it’s still obvious you’re hosting with a third party.

If you want to make money directly from your blog, by displaying ads for example, then you’re out of luck with Posterous (at the moment) though there’s no obvious restriction on linking to affiliate sites.

However, if you run a number of blogs on other platforms, Posterous could well be an easy platform for publicising them. With good social media integration, while your Posterous blog may not directly lead to increased revenue/sales, it’s another way of driving visitors to other projects.

You can post pretty much anything to Posterous, but it does seem to lend itself well to shorter or media rich posts. It’s also ludicrously easy to set up multi-author blogs, just by authorising the email addresses of all your writers.

Even if you use your domain for other types of content, such as a forum or a shopping cart, if you can change your domain name records you can set up a subdomain for the blog portion of your site, which then redirects to the Posterous servers, while the rest of your content remains on your own server.

In fact, the only time I’d suggest avoiding Posterous (unless you’re paranoid about the service shutting down and your content disappearing) is if you have a very strong design identity, or you need a more complicated blog setup that only self-hosting will allow you.

In reality, most of us could do with cutting down the complexity of our blogs, and Posterous might just be one way of doing that.

What do you think of Posterous? Do you use it for any of your blogs?

Facebook is not killing blogging…

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After yesterday’s post on social media being key to blog marketing, there’s a certain irony in reading an article which suggest that Facebook is killing blogging.

Of course, this is just one opinion amidst many, and the “x is killing y” argument is eternal, but it’s an interesting point of view.

What seems to be happening is that people maintaining personal blogs are blogging directly less, but sharing more via Twitter and Facebook.

After all, although personal blogs can build up a large following, many are most avidly read by closer friends — the sort of people who are likely to be Facebook contacts.

When it comes to professional blogging, though, the POV in yesterday’s article suggests that social networks are in fact a vital method of drawing people to blogs, not away from them, and building loyalty. [Read more…] about Facebook is not killing blogging…

Blog marketing: Do social networks outrank search engines?

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An interesting article over at Promotion World declares why search engine traffic is not vital to blogs, outlining the strategies bloggers should already be using to drive traffic and, eventually, loyal readers to their blog.

At first I jumped to a conclusion, thinking that the author (TJ Philpott) was saying that search engine ranking and traffic is not important at all.

In fact, that’s not what’s being said — more that SEO (search engine optimisation) and ranking in itself isn’t a necessity for a successful blog.

This should be music to the ears of most bloggers — in fact, any web site publisher — because anyone who has been publishing online for even a modest amount of time knows how fickle search engines can be. One day, you’re riding high on Google, the next you’ve been mysteriously dropped (you probably didn’t do anything wrong, either).

It’s probably fair to say that most passing traffic comes to blogs from search engines — and the majority of that from Google — but the article suggests that spending a bit more time focusing on social networks and social media can pay real dividends.

It does depend to a certain extent on the purpose of your blog, of course.

If you’re merely trying to get footfall in order to increase revenue from advertising, then search engine ranking equals better traffic and more profit.

If, however, you want to build reader loyalty and sense of community (and in turn, perhaps, sell via affiliate marketing, which tends to do better once a level of reader trust has been built up) then SEO may not be enough.

Inbound links from other blogs certainly help, but they can be hard to achieve.

The article suggests that using social media to encourage visitors to your site may not only increase repeat visitors, but can give you a better insight into what readers actually want as you “socialise” on these sites.

It’s interesting food for thought, but the main take-home point for me is that, like income, diversification of visitor sources is vital for the success of most blogs.

I personally don’t think one type of marketing is better than the other, but both should be used in balance to bring visitors to your blog.

What do you think? Are you switching more towards social media marketing, or is SEO still very important?

Blogging through a power cut: plan ahead to minimise downtime

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Just as some computer users (not you of course) don’t do regular backups, it’s easy to take for granted everything we require to do our job as bloggers and so not plan for problems.

If blogging is your business, you’ll want to think about what to do when the lights go out.

Some basic things you’ll want to consider are:

  1. Computer equipment
  2. Internet connection
  3. Communication with others
  4. Maximizing productivity
  5. Use the cloud and keep it local
  6. Power restored

1. Computer Equipment

Are you prepared for what happens when your computer shuts down unexpectedly due to power loss?

Though modern software and hardware is generally very good at recovering after a power cut (there’s even an option on most operating systems to restart automatically after power failure) it’s still wise to prepare.

If you’re using a desktop computer, you’ll lose power instantly unless you’ve invested in a UPS (Uninterruptible Power Supply). These vary in cost depending on how long you want them to supply power to equipment, and to how many items, but a small investment could at least give you time to save work and shut down the computer safely before all power is lost.

If you’re using a laptop computer, even directly powered from the mains, then you should be able to work from the battery pack, though you may notice a reduction in performance depending on your power settings.

Consider how much equipment you need to protect, what your budget is, and plan accordingly. If your area is prone to power loss, even momentary, then investing in this way will save you from hardware failure and software/data problems in the long run.

Don’t forget external hard drives and other devices that don’t like to have power cut when in operation.

2. Internet Connection

If you’re on any type of broadband connection and use a router or cable modem to access the Net, it’s likely you’ll lose use of that as well, even if you can still work from your laptop.

Most broadband users don’t have a dial-up account any more (you may not even have an internal modem on your laptop) but if you do it may be worth having an “emergency” number you can use to access important services (albeit much more slowly) if your main Net connection dies.

Alternatively, make sure you know how to access Internet and email services from your mobile phone. You should still have basic network coverage (HSDPA / 3G or even EDGE).

Consider installing and setting up a blogging application, or at least bookmarking the web address of your blog’s control panel, ahead of time so that you’re not trying to recall them from memory when you need them.

If the power loss is localized, consider visiting a friend, a library or an Internet café so that you can continue to work either from your own machine or elsewhere.

3. Communication With Others

If you work on a collaborative blog, or have other people you need to let know that you won’t be blogging (at full speed), ensure you have contact numbers / email addresses / Twitter access so that you can get the word out.

It may be obvious to you why you’re not posting, but not everyone will know what’s happened even if you tweet about it.

Don’t forget good old-fashioned means of communication — your telephone probably still works.

4. Maximizing Productivity

It can be frustrating not to be connected to the Internet 24/7, or to have access to your computer, but don’t forget that blogging is much more than that.

If you have limited or mobile access to the Net, do some basic housekeeping like cleaning and replying to comments or sending an email to another blogger.

If you have computer access but no Net access, brainstorm post ideas, write article drafts, create graphics and photos for articles, or brush up on your editorial calendar.

If you have no web or PC access, use a notepad and pen to brainstorm ideas, go for a walk and take some photos, or use the time to simply relax a little.

You may even find that the loss of power offers you some inspiration for a future blog post!

5. Use the Cloud and Keep it Local

Having data stored locally is great when you have use of your primary computer but no Net access.

Having data stored in the Cloud is great when you can gain access to the Net but don’t have use of your home computer.

If you work collaboratively, data stored online is great if you need someone to take work from you.

Find a balance between what you store online and what you store locally so that you can continue to work on something, or have someone else do it.

6. Power Restored

Once the power is restored you may well find that you need to do a few housekeeping tasks before you can get fully back to speed.

Your Internet connection may take a little while to fully function after a power cut. The router may need to run some diagnostic tests, or you may have to reset it.

You may find that your PC also has to run diagnostic tests, possibly repairing files damaged because they were being accessed as the power went out.

A lot of software (Word, for example) will try to restore the most recent automated backups but you may still experience some data loss.

Other software and data may have been corrupted — email folders, for example. Some software automatically repairs damage, whereas other problems may require manual assistance. Make sure you know how to diagnose and repair common software faults.

In severe cases, you may have to restore parts of the system or files from backup. You do keep regular backups, right?

Conclusions

There’s no doubt that losing electricity is a pain when you’re trying to blog, but it doesn’t have to be a disaster.

Plan ahead, and maximize your time during the event, and your blogging shouldn’t suffer.

Why invest in a premium theme for your blog?

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There are a whole host of very good free themes for most blogging platforms, which can often be used “as is” or customized just a little to create something a bit different, but is it time you invested some money in a premium theme to really push your site forward?

It’s true that content is very important, but the way that it’s presented is not to be ignored, particularly when you consider that first impressions count a lot, people will initially judge your site on what it looks like, and it takes just a second or two to click on the “back” button.

If you have the time, knowledge and dedication to work out a theme from scratch, or rip out the guts and replace swathes of code on a free theme, then good for you. I know there’s satisfaction in creating your own design that’s completely yours. I also know, now, that I’d rather spend that time creating content than designing from scratch.

How to get a premium theme

There are two routes to getting a premium theme.

The first is to find a designer that sells premium themes. Generally you’ll want to look for designs that are highly and easily customizable, have a degree of support (whether that be direct with the designer or via a forum), offer upgrades/updates to fix bugs or add new features, and offer more than “run of the mill” features you could easily find in a free theme.

The second is to hire a designer to create a unique blog template to your exact specifications. You’ll want to take a look at their portfolio to ensure that they’re creating bespoke sites, and maybe talk to some of their previous clients to see how the process went.

The first option is cheaper and quicker but you still may not own a completely unique theme.

The second option is more expensive and takes longer to implement, but you’ll hopefully get a design that’s truly your own.

Advantages

Look and Feel

Whether you’ve had your blog template designed for you, or you’ve customized a premium theme, the way it looks and operates will be unique and tailored to your blog.

Ease of use

If you’ve picked a good theme or designer, it should be really easy to add new elements without breaking the template or having to get bogged down in the code. This means you have more time for creating content and building community than wrestling with how things work.

Pride

I found that after I’d invested some money in a premium theme, I took more pride in my blog. Though I didn’t spend much on the theme, it was enough to change my mindset and take my site more seriously. Not only did the theme present content much more attractively but it looked more professional and encouraged me to work harder at building it.

This might not work for everyone, but I find that if I’ve invested money (beyond basic hosting and domain name costs that everyone incurs) I’m more likely to stick with a project.

Long term view

Linked to the pride factor, I’ve taken a much longer term view of my blog design, and am more likely to let it evolve over time rather than completely redesign it.

When I was running free themes, I found myself tweaking or even replacing the design more often. After I invested in a premium theme, I left the foundations alone and added things that created more worth.

That’s not to say that I’ll never revamp the design in the future, but I’m far less likely to do so on a whim.

Conclusions

It’s possible to run a successful blog off the back of a free theme, but moving to a premium theme definitely has its advantages.

If you’ve not considered it before, why not take a look at some of the options available. You don’t have to spend hundreds or thousands of dollars to get something a bit different that could set your blog apart from the crowd.

What do you think? Do you use premium themes and how has it changed your view of your blog? Or do you think free themes are fine?

How to choose the right web hosting for your blog

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Getting the right web host for your blog is vital — get it wrong and your blog could be incapacitated, offlined or shut down, or you could end up paying far too much for the service.

Everyone has an opinion on the best web host to use, but here are some of the things you should be looking out for when it comes to choosing your host.

Features

apache-logoOperating System / Web Server

What operating system and web server your web host runs is very important when it comes to easily installing your blog.

Some blog platforms can be installed on a variety of platforms, though some may need some expert coaxing, but if you’re planning on running WordPress you’re far better off using a host running a full version of the Apache web server (or lighttpd, before you complain I’d missed it out).

Get it wrong and you may find that the blog software can’t be installed or doesn’t work as expected, meaning that you’ll have to move hosts, wasting time and money in the process.

disc-spaceDisc Space

How much hard disc / storage space are you allocated? I’m always wary of web hosts that offer unlimited storage for ridiculously low monthly price, because there’s bound to be a catch or “fair use” policy in there somewhere, even if it’s not immediately obvious.

Ensure that the amount of disc space you have is enough to install all the software and databases you’ll need, as well as have room for your content.

A basic installation of WordPress may only require around 1.5MB, but bear in mind that you’ll probably be adding plugins.

The best hosts will let you start small and upgrade disc space as and when you need it. Obviously, if you’re going to host multiple blogs on a single account (and server) your space requirements will increase.

Memory

If you’re used to shared web accounts (where the resources you use are shared with other subscribers) you may not know much about memory usage, but just as your own PC has a physical memory limit, which in turn limits how many programs can be run at once, and how fast, so does a web server.

It’s worth bearing in mind that some unmodified blog platforms (WordPress particularly) are quite memory intensive. This will become apparent the more popular your blog becomes (or if you run multiple single-install blogs on the same server), and as several users try to access your sites at the same time.

The more memory you have, the better the Apache web server will be able to handle requests from each user and quickly serve web page content.

Lower memory can lead to “thrashing” problems, where the server tries to use hard disc space as virtual memory. Your visitors may find accessing your blog is very slow or even impossible.

Memory requirements are a real movable feast, but it’s definitely worth knowing what limits a web host has, and how easy it is to upgrade.

Some hosts, particularly those offering “unlimited” services, may well hide this vital machine information, and you’ll only find out there’s a problem when your site becomes unresponsive or inaccessible.

bandwithexceededBandwidth

Bandwidth dictates how much of your content can be downloaded in any given month, and therefore will be determined by how many visitors you have, how many pages they viewed, and what type of content was served up.

It stands to reason that if you’re hosting video or other large files, you’ll chomp through bandwidth far faster than running a primarily text-based blog.

As per disc space, be a little wary of hosts offering unlimited bandwidth, because in my experience there’s usually a catch.

Find out what happens if you exceed your monthly bandwidth. Will you be billed for the additional usage or will your site become unavailable for the rest of that month?

The best hosts will offer you some grace and easily allow you to upgrade your hosting to a more appropriate level.

There’s no point paying for bandwidth you won’t use, but at the same time you don’t want to be left without a web site, particularly if your blog is your business.

top-commandShell Access

Even if you have no intention of getting your hands dirty “under the hood”, you may well want to enlist the help of someone else to perform hacks and tweaks to your blog, and that’s so much easier when you have shell access — the ability to access the command line and quickly accomplish tasks such as setting permissions, tweaking code, observing system resource usage and so on.

Some web hosts don’t allow shell access, or severely limit the command set, because it’s considered a security risk. Yes, it can be, but the decent web host will be set up so you’re not treated like a child, and that any damage you do only affects your site, and can be easily undone.

Databases

Ensure that your web host offers the right database support. This includes allowing databases to be updated by the blog software after installation.

I’ve used some large web hosts who locked down the main WordPress database after installation, making it impossible for certain plugins to create new tables. (It also showed up an appalling level of customer service).

Find out what sort of database your blog software needs (most likely MySQL) and what features are likely to be required, then ensure your host can handle that.

htaccesshtaccess

On an Apache web server, you absolutely must have full control over the htaccess file.

Web hosts who disable certain key functionality such as redirects make it difficult or impossible to implement certain features on your blog, such as proper permalinks.

Scalability

You’ll be hoping that your blogs grow over time. As you add more content and more visitors come, the need for more resources increases.

You may start with shared hosting and need to move onto a dedicated server. Believe me, it’s a LOT easier to handle this if your web host can handle the transition for you. It will generally save you time and money.

So, unless you think you’ll never outgrow shared hosting, my advice is to look for a web host that offers a range of plans and types of hosting and makes it easy to upgrade (or downgrade) as required.

Backups

Does the web host enforce a rigourous backup policy? While this doesn’t absolve your own responsibility to backup your blog, it does mean that you have an extra safety net should data loss occur.

History and reputation

Consider how long has the web host been operating, if they have any prominent companies hosting with them, and what their overall reputation is.

Reputation can be a difficult one to gauge because, particularly online, negative reviews tend to outweigh good reviews. However, it’s not impossible to see who the better companies are.

Beware of reviews which are obviously linked to some kind of affiliate program. I’m not saying they’re inherently untrustworthy, but you have to wonder how impartial someone who’ll be paid for recommending a service is going to be.

Personal recommendation

Getting a personal recommendation or two from trusted friends or colleagues can be a smart move, but it’s worth trying to find people hosting similar types of content to you.

The requirements for a multimedia-rich site getting tens of thousands of visitors each day are going to be far different from a small photo blog averaging a couple of hundred visitors, and web hosts won’t necessarily handle both situations well.

Speak to Support

Though the fashion is to find a web host online and sign up straight away, bypassing all human contact, do consider speaking to someone at the company you’re considering.

If you can’t find anyone to talk to, or you can’t get past a pushy sales rep, that in itself should set alarm bells ringing.

However, if you can gain access to technical support (who won’t bombard you with language you might not understand), they may well be able to recommend the best package based on what you’re trying to achieve.

Conclusions

If you’re now expecting my recommendation of the best web host, you’ll be disappointed.

For the very reasons I’ve outlined above, your requirements could well be very different to mine.

I’ve learned quite a lot from experience (and some bad hosting either self-chosen or enforced upon me by my clients) what makes a good web host.

Taking the time to find a good web host means that you can spend more time blogging and less time fighting with a web server or moving hosts every time something changes.

What tips would you give for finding a good web host? Note that we’re not after actual recommendations here, just best practice for researching companies.