by Guest Blogger, Lena West, Chief of Social Media Strategy at xynoMedia
The O.P.S. concept is such a critical part of your social media strategy, and many business owners get it wrong. They either don't comment on anyone else's blog/podcast/FB page at all or they comment on the "wrong" person's blog/podcast/FB page.
For the record, I totally get that there are no "right" and "wrong" people. But I focus on the business side of social media marketing, and from that perspective, there are "right" and "wrong."
Commenting on the "right" person's blog will start to develop the social media street cred that you need to build a platform on the social grid. (Gosh, how many buzzwords were in THAT sentence? Yeah, but ignore that, what I wrote is true.)
Commenting on the "wrong" person's blog will just waste your time.
Here are four ways to tell if a blog is worth commenting on:
- Do you and the blog owner share target markets? You don't have to be in direct competition with the owner of the blog, but a good commenting strategy works best if you comment on blogs that your target market is more apt to read. It just makes sense: Be where your market is--even if that means being on someone else's blog.
- What is the date of the last post? If it's more than two weeks, chances are the blog isn't that active. More than a month? Forget about it. Move onto the next blog.
- How many comments does the blog have? Many people may not agree with me on this, but it is what it is. Scan through blog posts for the past month and see how much interaction happens on the blog.
- Is the blog owner on Twitter, Facebook or LinkedIn? My experience has shown me that the more social media services and tools a person uses is a good indicator of how up-to-date and active the blog will be.
These four things taken inconsideration individually may not give you a complete picture of the blog's potential at all. But when considered collectively, they present a pretty good picture as to whether its worth it to comment or not. And sometimes you have to watch the blog for a period of time to tell whether it's worth commenting. The point is: Do your due diligence!