Who would you trust to advise you on your heath: your local GP or a snake oil salesman? You might think that’s a no-brainer, but when it comes to writing a business blog, you’d be surprised how many produce a sales spiel worthy of a second-hand car dealer.
That is definitely not the way to impress discerning consumers. Social media is, first and foremost, social. Which means it makes friends of its target group by sharing news, views, ideas, knowledge and know-how with them. If you’re a grocer, for example, you might write a blog on how to make the perfect apple pie or peach melba. You don’t come on like a market trader selling line-ends before the close of business.
That’s not to say you can’t talk shop: you might, for example, discuss market trends or developments in your particular sector. But never lose sight of the fact that the whole point is to position yourself as an expert, a professional whose customers’ best interests are your first concern. That way you build customer trust and loyalty, and when they’re in the market for groceries (or whatever it is you trade in) you’ll be the first they come to!