April 21, 2015Organizations should treat social media as they would any other electronically stored information and assume it is potentially discoverable. Und...
March 26, 2015Feeling overwhelmed by the massive amount of customer feedback data you’re collecting? You’re not alone! Many businesses are struggling to find...
February 20, 2015Symantec, the global technology security provider, needed to provide its global customer base access to social customer service. They were...
February 20, 2015An Employee Advocacy program has value beyond your company’s marketing department. The community you build will be the single most important...
Nov 2 Posted 2 years ago
Please read "The Promise of Content Farms" as the necessary counter point to Adrian's thesis.
Adrian, and many other business models, have sharecropping as the basis for their economics: you work your little plot, but we own all the collective surplus.
Good for Adrian if he can get you to believe and act upon his words.
Bad for you if you believe and act upon his words and become a sharecropper.
Oct 3 Posted 2 years ago
My primary concern with using a branded media platform would be censorship. There is rampant flagging of content that seems to be plaguing social sites these days, many times for no other offense than a difference in ideology.
I am interested and may give it a try, but I prefer the freedom to say what I want and how I want to say it.
Sep 19 Posted 2 years ago
Good article and I could not agree more. I have written various article on this myself and I am the founder of a platform called exploreB2B (http://exploreB2B.com), which takes the form of publishing to a whole new level for B2B. One article I wrote describes the situation for professional publishing and was published on Social Media Explorer:
I do believe however, that you are missing some important points:
1. guest blogging
There are many established blogs, and many are looking for content. This allows you to get good content out via those - which in turn allows you to start with a highly accelerated audience. Establishing your own blog on the other hand is hard and slow.
2. Branding is still important
You just do not have to use a blog to do it. You can user many different accounts these days to brand yourself. Twitter Accounts, Facebook, pinterest,... You do not need your own blog for this to work and there is nothing wrong with establishing your brand by using audiences on other sites - they still lead back to your Twitter account.
3. Curation and sharing
Today, we are all writing our content not just for the immediate audience to read, but also for them to curate and share the content. In other words: we want to profit from social and viral effects. This is much easier, if we use sites that have a community that helps getting it out. I found your article via Twitter.
Ok, this comment got much longer than I wanted... It is a great article.
Sep 14 Posted 2 years ago
You're absolutely right about the difference between blogging and being read. I just talked about that in a post today (which appears on my own blog). Unless you're already an established blogger, and I'm talking about having started circa 2005, it's difficult at best to build an audience within the confines of your own property.
My concern is this: if you publish only on networks like HuffPo, Forbes, SMT, etc, do you sacrifice building a personal brand? Do you, as the blogger, get notice by readers of these publications, or does that purview belong to the site itself?
For years I've both written feature articles and blogged on a number of blog networks - sometimes as a paying gig - but I don't know that it helped achieved the goal of building a personal brand, something that comes in handy considering the fact that I'm a consultant.
I guess it comes down to what your goals are. But, to borrow from the "tree in the forest" adage, if you blog on your own site and no one reads it, are you making an impact. It's a continuing conundrum, which your post ardently addressed.
Sep 13 Posted 2 years ago
Adrian, fantastic article. I use my own blog purely to sharpen my writing and thinking, and to build SEO for my name, but I can see a day when I will be ready to jump across to other platforms. Thank you for inspiring me!
Sep 13 Posted 2 years ago
Great article. But Tommy is right about "owning" your own content. This might not be a problem if you're just looking to get in front of an audience for fun.
But if you're blogging for business you still need to have a website, ideally one with some sort of blog attached. Having a "home base", where you do in fact own your content and can utilize some stronger marketing language will not be going away.
Sep 13 Posted 2 years ago
Completely agree with the point that you can accelerate audience building on a major platform like this one, but in the end, you really don't "own" anything. Guest posts are great for building credibility and backlinks, networking, etc. At the end of the day, if you are blogging to support a business, you still need your own web presence.
For individuals, though, I mostly agree with you. I have a blog that is "just for fun", and it doesn't merit the time and effort required to push it up the SERPs. In retrospect, I would have probably been better off doing it on an established domain.