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Prime the Pump or it Tends to Run Dry

30 03 2012

old petrol pump

The current UK public panic at the petrol pumps started me thinking about the certain similarities with social media.  Before you decide that’s a stretch  bear with me

Some years ago when I took my first look at analytics I was shocked to discover there was no ‘long tail’ when it came to traffic stats.  When you  post on a blog or add something to a social network site the impact usually last for a very short time, it’s quite normal for 90% of hits to be in the first 24 hours.   That basically means that if you want to engage through social media you need to do it regularly and preferably on a daily basis.  Pioneer PR blogger Richard Edelman knew it with his daily ‘6AM’ blog.  The founders of BEBO knew it (Blog Early Blog Often).

There are some exceptions, traffic from search tends to increase over time, but it’s no substitute for new content, and without new content your page rank will decline.  Social networks, where the content is ephemeral, are on course to drive more traffic than search: for a few days if February Facebook drove more visits to The Guardian than Google did.

The message is simple – if you wanted to fuel traffic you have to make sure that sure that you are providing new content all the time, if you don’t your visitors will fill up somewhere else.

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One response

4 05 2012
Nikoleta Liti

I can see you point …which is actually verified from a recent research! Corporate blogging seems to be in the decline.
The survey, released from the University of Massachusetts Dartmouth says that the percentage of companies that maintain blogs fell to 37% in 2011 from 50% in 2010, based on its survey of 500 fast-growing companies listed by Inc. magazine.

It’s easy to think that maintaining a blog is a hard work and as you mentioned if you don’t update your channels in to a regular basis the traffic will certainly face a decline. For the later, is important for someone to think strategically before to take the decision of which platform needs and launch one. He should be able to reassure that he will make the most of it because to my mind is worse to present a bad platform rather than not having one.

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