Blogging and social media: write #blogversational mini-posts

HTWB BlogversationGiven our emerging new cross-culture among blog posts, social media posts and comments – a.k.a. “blogversation” – what you post for business on your favorite social media platforms these days is not just a “hey, guys, check out this fab new blog post on my site.” Not unless you want it to be ignored, anyway.

(For a list of the top 10 most helpful articles on blogging for business as chosen by our readers, click here)

And even if you’re not posting in order to draw attention to a blog article of yours, what you say in the business mini-posts that you upload to LinkedIn, Facebook, Twitter, Google Plus and other sites has to be about a lot more than just “I’m feeling great after my 4th cup of coffee this morning.”

No-one in business has time for banalities

You and some so-called “expert” blog coaches might think it’s cool to tweet or Facebook about your most recent caffeine infusions, but face it – your customers and prospects couldn’t care less. Much as they are humans too and ostensibly should react favorably to the sharing of your inside leg measurement, get real.

Heaven only knows I love to share my own personal stuff with online pals but when it comes to professional stuff I’m the first one to say, ditch the cute puddytats and let’s get down to business.

Now we know that conversations kicked off by posts on your blog may not necessarily engender conversations on your blogs – but may well do so elsewhere – we have a renewed need to ensure your mini-posts hit the spot.

Mini-posts that link to a blog post or article of yours

As we know, the “read my new article about XX” type of SocMed post is much less likely to lead to clicks-through for the very simple reason (one which has been in existence ever since farmers started selling produce in markets thousands of years ago) that people want to know what’s in it for them before they buy, or in this case, click.

If you give too much away about the key points of your post or article in the mini-post, however, you run the risk of  the blogversation taking place on the SocMed platform itself, rather than on your blog. As we’ve seen, this is not necessarily a problem, especially if the platform concerned is Google Plus.

But given that you are now beginning to view your content marketing policy as a more fluid, open blogversation rather than rigid adherence to your “owned online assets” – i.e. your website, blog and email marketing functions that only you control – provided that you and your brand are properly represented across the social media, blogversations elsewhere are probably just as useful as they are on your blog.

Solution: write enough to describe the topic of your blog post, then say what readers will get from it – but avoid saying how they’ll achieve it.

In other words, not … “In this article we look at how to write mini-posts that describe the topic of your main post without  giving away the key points, so you share enough information for readers to know how the post will benefit them…”

But try this … “In this article we look at how to promote your main blog posts successfully in the social media – in a way that ensures readers will want to find out, from your main blog posts, your information that will help them…”

Mini-posts not directly connected with your blog

This is where we get right away from the “good morning all, what you up to today?” type of banality and look at what other means you use to start, maintain and gain from blogversations online.

The main usage of this type of mini-post is to share others’ content. Typical examples of this may include…

  1. Quotations from famous people
  2. Cute photos, videos etc.
  3. Funny stories and jokes
  4. Shocking news items
  5. Tips from experts and gurus
  6. Wise lifestyle and personally enhancing articles
  7. Business articles that seem generally to be attracting attention
  8. Business articles that you know will appeal to your readership

How many of these do you think really matter for your business? Sorry, but in my view it’s Number 8 only.

Of course, because you’re dealing with a medium that is social, if you want to share numbers 1 thru 7 as well then of course, do so. But don’t expect those to contribute much to your business blogversations, unless your business happens to have direct connections with any of those items … e.g. cute photography, humor, news and current events, lifestyle/personal development, etc.

And your take-out point here?

Use the opportunities you find in your travels online to share mini-posts on topics that you know  will be of interest to your readers / customer and prospect base. Provided that you do this carefully and thoroughly, your readership will soon build up a loyalty to you for the fact that you have the professional b*lls to share other experts’ content as well as your own.

When you find an article / blog post (we still  haven’t established what these damned things should be called, have we?) that you know will resonate with your readership, share it with a mini-post that describes much the same as one describing an article / post of your own.

Simple. And to wrap up?

Whether we like it or not, we are entering the age of the blogversation. Interestingly, in my own humble observations it seems that we are now about to yo-yo between our “owned online assets” (as described so aptly by Jeff Bullas where he questions the value of Facebook for business) and the mercies, plus the ever-seeking-monetization, of SocMed platforms.

That’s because the SocMed platforms are beginning to entice blogversation more and more, but on their terms – which of course involves us business bloggers paying. And how.

Jeff Bullas thinks we may see a reversion towards email marketing (not that is ever has disappeared) to share our thoughts, impressions of our marketplaces, and our offerings to clients and prospects. I wonder. What do you think? Please share!




  1. This is a very interesting post, Suzan!

    It’s fascinating to see a slight departure from content curation in the blogversation topic. However, at the end of the day, it’s about telling stories in ways that your audience finds relatable and useful.

    I dislike it when renowned experts share selfies, cat pictures, and their frustrating adventures on a regular basis. I understand the need to get validation from their supporters and maybe make them part of their journey. But at the same time, if it’s business, there are certain boundaries to maintain.

    Thank you for this great article, Suzan!

    • Thanks for the kind words, Cendrine, and am glad you found this article useful.

      I know exactly what you mean about the selfies and cat pictures … another variety of SocMedFodder that drives me up the wall is the “inspirational quote.” It is such a cheap and annoying way of enlarging your 30 percent per day non-business content in the social media, rather like eating several bananas to fulfill your fruit and veg 5-a-day.

      Yet yesterday at a biz networking meeting I listened to a talk from a so-called “LinkedIn expert” who advised posting inspirational quotes as one way of gaining likeability on LinkedIn.

      I guffawed into my coffee…

      • On LinkedIn? Oh my!

        I mean, it’s ok to share personal stuff occasionally, but when it’s constant AND doesn’t serve the purpose of your brand, it annoys everyone. I see a lot of “experts” do it on Instagram, in particular. I mean, how many times do I want to see them holding a cup of coffee or with someone I don’t know? lol


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