May 25th, 2010 by Nick

Microblogging is becoming an immensely popular technique used as part of a social media marketing campaign for any business or service. With the obsession over social networking sites such as Twitter getting bigger and bigger by the minute, should we be focusing more on microblogging over standard news pages, articles and content?

For those who are unsure as to what actually defines microblogging, it is basically a shortened version of a blog and is usually conducted on the likes of Bebo, Facebook and of course Twitter. You could argue that microblogging is just another word for tweets or status updates, and there would be part of you that would be correct. However, a true microblogger goes a lot deeper than that and microblogging can be a very beneficial way of increasing awareness and interest around your site and gain a regular consumer base or following.

If you are undertaking some social media optimisation, then you may want to consider seriously revamping your microblogging methods. Consider the approach which you take when conducting your standard blog or news pages, and take some of the structured elements of these. Then you need to combine these with sharp and interesting statements and up to date and relevant information. If this all sounds a little complicated then fear not, as microblogging is not only quite simple to get the hang of, it can also benefit you and your business immensely.

For any standard blog page you would probably have a trend in terms of what topics you discussed. Quite often, if more than one person is assigned to the blog pages then each one will talk about one or two subjects. This creates an element of trust from the audience point of view, as the bloggers are deemed as ‘experts’ within their field. The same approach goes with microblogging, although as you have fewer words to say what you mean ensure each person posting on behalf of your company sticks to two or three subjects maximum.

Consistency is the key with microblogging and you need to build up a rapport with your audience. There is no point just posting one tweet on an interesting subject then never revisiting it. This is particularly important if you are getting a lot of comments on your posts; you should read these regularly and respond to any questions or comments swiftly and as accurately as possible.

Stick to your opinions in your microblogging. Controversial comments and up to date news issues are what make microblogging so popular, however it is easy to get carried away in the moment and in your opinions, so always think before you post and refer to old blogs or keep a record of what you have said. The worst thing you can do is contradict yourself as someone will pick up on it.

Microblogging will never replace the main SEO blogs on your website as the level of detail and depth are not enough to create a strong knowledge base for your company. However, there is definitely a place for microblogging and done correctly, it can generate a great response.

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