How To Hand Over Your Social Media (Case Study #2)

October 31, 2014

How to hand over your social mediaIn our last case study we talked about helping Sam Smasher to engage on LinkedIn.  This week we move to blogging.

The benefits to having a blog page on your site are numerous and sharing your blog is an integral part of your strategy.  However not everyone is confident writing, and transferring thoughts to paper can be daunting.  Here is how we work with a blogging client who we’ll call Jackie Jumper.

Case Study #2: Getting the message out with a blog

Jackie owns a property management company in Sydney with most new clients coming in via word of mouth.  As part of her social media strategy we are using a blog to keep clients and prospects up to date with the investment property market in Australia and provide tips and information for property owners.  Jackie has no interest in writing and no time either, this is where we come in.

What we are doing for Jackie is the following:

Initial Tasks

  • Set up a blog page on her WordPress site.  Include social media share buttons (we use AddThis a lot), a comment plugin (Disqus is one I highly recommend) and in this case we added a Twitter feed in the right hand column.  Giving readers the opportunity to engage is critical.
  • Create a bio for Judith which appears on the bottom of all her posts.  We also set up Google Authorship for all clients though recent changes from Google means this is no longer critical.
  • Set up an RSS feed in Mailchimp so all subscribers receive posts in their Inbox automatically.  We also have a pop-up appearing on the site (using Pippity) making it easy for site visitors to subscribe.
  • Draft an editorial calendar.  The calendar includes the titles, subject, keywords, call to action and published date. This is then sent to Judith for feedback and approval.

Ongoing Tasks

  • Research and publish weekly blog posts.  In the editorial calendar work we did, we established the pain points of her demographic and the articles we have scheduled address solutions for these.
  • Add a summary of the article and ‘read more’ link of the post to her monthly newsletter.  We build on this each week as we publish new blogs.  This newsletter goes out to all Judith’s existing database and also includes exclusive specials, resources and newsy items.
  • Post the blog on all Judith’s social media sites. In Judith’s case we post to Facebook, Twitter, Google Plus, Pinterest, LinkedIn’s publishing platform and her LinkedIn company page’s updates.
  • There are also a number of property investment forums and groups.  We monitor these and where a question is answered by a post we have written we will ask Judith by email for some advice in relation to the question and post this on her behalf with a link to the relevant blog.
  • Comments are sent through to Judith by email and her responses are posted by us on her behalf.

Monthly Tasks

  • Each month we analyse Judith’s site traffic and adjust her calendar and strategy accordingly.  We look at KPI’s such as which networks are engaging with which posts and what times/days generate the most engagement.  Using Google Analytics you can monitor a visitor’s journey through your site and this helps us to measure which topics (and internal links) take the reader to a call to action, for example the contact page.
  • Using the above KPI’s, Judith will receive a monthly report summarising what we have done throughout the month, what has worked well and what hasn’t.  We also include recommendations for the following month.

Blogging is very much a work in progress.  As trending topics and markets change, so to does your strategy and this ability to change is key.

We work with a lot of Jackies.  We also work with some amazingly talented writers who love to write their posts but don’t have the time or inclination to optimise, share and measure.  Decide how much you want to do yourself and delegate the following actions as needed (and desired!).


  1. Create your blog page if you don’t already have one.  Make sure you give readers the opportunity to engage with you; whether by commenting, sharing on social media or subscribing.
  2. Create an RSS campaign on Mailchimp, Aweber or iContact to automatically email your blog posts to subscribers.
  3. Create an editorial calendar.
  4. Start blogging!
  5. Share your blog across your social media networks and industry related groups and forums.
  6. Engage with those who comment – both on your blog page and in your social media updates.  Thank those who have tweeted, RT’d, liked and shared your posts.  Reply promptly and to everyone who engages with you.
  7. Measure and adjust.
  8. Have fun!

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