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Shell Robshaw-Bryan is a marketing consultant who works for the Cheshire based digital agency Surefire Media, where she specialises in organic search, content strategy and social media engagement. Shell has extensive experience in consumer retail brand marketing, SEO, blogging and content strategy.
As well as writing for her own blogs Camping With Style and Uber Marketing Shell also writes content for a wide number of client blogs. Shell is also a keen snowboarder, whose other hobbies include travel, camping, music and photography.
Thanks Mark, as always, a great article and some really helpful insights in there. My latest blog is still relatively new, traffic is good for such a young blog, but i'm still frustrated by the speed of growth, so i'm focusing on engagement and nurturing the followers/readers I do have.
Your final point about knowing when to pivot is something I obsessed over for months before I actually did it. With my blog being seasonal I didn't know if it was better to stay focused on a small seasonal niche or to horizontally expand it to include other, similar related areas too.
I guess with this, as long as you don't suddenly start writing about totally unrelated or random topics that don't relate to the audience you've already built, it can be a good strategy.
I hope as a result in a year or two I won't be bored of the subject area, as it is now so much wider.
I think the important thing that businesses should learn from this research, is that a marketer is not necessarily a social media expert and vice versa. Whilst social media is a tool available to marketers, this does not automatically mean they are best placed to advise on the day to day management or analysis of social media activities.
My advice is to ensure that whoever is handling your social media, has the relevant skills and has a proven track record in this area, and also that they understand the bigger strategic marketing picture too.
I'm really looking forward to seeing the results of this study.
Due to a limited amount of time available to manage social media each day, I've chosen to limit my choice's at this stage, to Google+, Twitter, Pinterest and instagram.
Thank you. Sorted now.
Thanks for your comments David.
I agree, it's possible to generate organic engagement. I've grown many successful Facebook communities for clients over the years.
I'm talking about a personal strategy here though, for a new blog. You ask if this engagement I've generated elsewhere has translated into business? The blog is less than a month old, and it is not a commercial venture, it's a personal free time project, though of course somewhere down the line effective monetization would be nice!
With limited time available I've simply chosen to focus my time elsewhere.
Whilst Facebook organic activities are still possible, starting at 0 now is very different to dealing with an existing community, built before the most recent changes.
My clients range from absolute starts ups (after 6 weeks one has 17 Facebook followers and zero engagement) through to large, vibrant and highly responsive Facebook communities of 35,000+.
It is hard work indeed and for some businesses willing to invest, it can work but people need to stop seeing it as the best solution because that isn't always the case.
The opportunity cost is too high for me to want to use it, and I'm pleased with the results I've had so far.
Thanks for typo heads up too.