Clients often come to me with a simple, yet loaded, request, “help us be better at social media” More often than not what they’re talking about is increasing their digital presence without jeopardizing their credibility or reputation.
An important step in establishing a digital game plan is to choose a home base. What I mean by that, is pick a platform that will serve as your main source and destination for information/content/whatever it is you’re doing. Otherwise known as a Digital Home Base. This doesn’t mean you only use that platform to get your stuff out there. Most of the time I encourage people to use multiple platforms, but focusing on one place has a variety of benefits, some of which I’ve listed below because if I didn’t, that’d be kinda jerky.
1) It’s easier for you
One of the keys to running an effective digital media strategy is making it easy on yourself. Given how fast new products and online platforms come out these days it’s pretty easy to get overwhelmed. When you choose a home base you’re teaching yourself that, while you may be sharing your content on a variety of channels, it’s primarily coming from one source. When you start linking back to the original content it’s a good idea to diversify how you’re presenting it.
For instance, if you’re managing a blog, let’s say on Tumblr, your process would look like this:
a) post on Tumblr
b) link back to Tumblr post on social media channels (Facebook, twitter, linkedin, etc..)
c) change up the presentation of the link for each social media channel
2) Users Know Where To Go
You’re smart. Your users are smart. If all of your content is coming from one place your users will catch on. When all of your traffic is going to one main destination it opens up a world of possibilities in terms of customizing and assessing new and innovative digital media strategies.
3) Gauge the success of your digital strategies
Now that your users know where to go, you can get set up with an analytics tool. This allows you to dig down and see statistics such as who your main referrers are, bounce rate, the amount of time users are spending on pages and now even real-time and in-page analytics. If you’re scatter shotting and dispersing your traffic all over the place it becomes much harder to get a clear picture of what’s actually going on. That’s not to say it’s impossible, but if most of your traffic is going to a WordPress site it’s much easier to monitor then if users are being sent every which way.