Make sure you have a strong base to work from

@Kevin | Strategy

The other day I got into an interesting Twitter conversation about a friend of mine that currently has: a website, a blog on another domain, and a Tumblr blog along with a lot of various social media outposts. She is in the entertainment industry and has a strong personal brand not the contrived social media personal brand that people on Twitter think they have. She has an actual published book, a few TV shows, and has built some sort of following.

Personally though I think that she has an issue with her web presence because she has no strong base. Recently she wanted to move the domain from her blog to her Tumblr account because she feels she can port the content over better to her website but she wanted to keep the blog around in some form. This to me is a mess.

The thing is she has great social media outposts; she has a solid Twitter account, she has a solid YouTube account, and participates on most major social networks. But where is it all pointing back to? Where does she want it all to go? Right now her home base is scattered amongst three sites. Which site is the one people should be going to for daily updates? Which one is going to give them the most interaction? Where does she want links going?

For a corporation it is understandable on some level to have a traditional website and a blog on another domain. A lot of brands are set up like that for numerous reasons. But when you are a single person and managing your online brand yourself spreading yourself thin and diluting your brand is only going to hurt you.

Like building a home you want to make sure that you have a strong base. You need to create a place that you want people to really gain a strong impression about you, your company, or whatever. You want a place that is well designed, is on a domain you own, has solid SEO, and is what you want people to relate to over the long haul. You can fuse a blog into a traditional website easily. As long as you remain in control of your content you can leverage it if you are on a site with a good foundation. With a Tumblr account you are risking your main content to be lost at the drop of a hat, content that you ultimately are leaving up to a service to product, house, and benefit from any links generated. That isn’t what you want for your main social media base. I think Tumblr is an awesome tool to use but I don’t think it should be your main site.

Before you go out and execute any type of social media strategy make sure your base is strong and in order. Otherwise your strategy is going to miss out on the low hanging fruit of search engine traffic, it won’t generate the links it should, and you are going to cut down on return users because you have a multitude of sites with no clear base.

I reached out to my friend last night to talk about her strategy. Hopefully we can make some adjustments; I think it would make for a fascinating case study.

Have you examined your base?

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