How to Blog and Tweet More Effectively

This topic has been covered many times; however, it is beneficial to occasionally review best practices for blogging and using Twitter just to make sure you’re covering all of the bases.

Twitter_Blog_LogoFirst, let’s talk about some strategies that apply to both platforms.

Posting valuable content is one of the most important factors for social media success. In fact, Schaefer (2013) contends that “content is the currency of the social web, and sharing that content is the catalyst to new relationships and business benefits” (p. 16).  He goes on to say that “blogs and Twitter fit like a hand in a glove. Twitter is like the trailer to the blog’s movie” (p. 17). Thus, tweeting about the content on your blog will drive traffic to it.

Other best practices for blogging and tweeting include choosing the right person, knowing who your audience is, creating a plan, and being responsive.

It is important to appoint someone who is passionate about spreading your message. This is particularly important when it comes to blogging. Li and Bernoff (2011) note “blogging is too personal, and requires too much effort to be crammed down anybody’s throat. The result, inevitably, will look and feel lame, and it’s worse than not having a blog at all” (p. 115).

You also need to know who your audience is and what their needs are in order to craft the right message. Listening to conversations within your industry will help you gain an understanding of what their needs are and how you can contribute. Tools like Hootsuite are excellent for monitoring multiple platforms.

Have clear objectives defined, a messaging strategy, and a content calendar in place. This will help take the guesswork out of what to write and when.

Be sure to respond promptly to comments. If people take the time to read your blog and comment, thank them and respond. Be helpful by answering questions.  If you can’t answer a question, refer them to someone who can.

BLOG ICONHere are some additional best practices that relate specifically to blogging.

  • Determine a promotion strategy for your blog. Consider including a link to it on your email signature, promote it through your other social media sites, and send out an email announcement both internally and externally. Include widgets on your blog for readers to easily share it.
  • Craft a catchy, attention-getting headline.
  • Use tags and categories so your blog is classified under the right topics. This will make it easier to find.
  • Engage your readers by including a call to action. Ask a question, offer a white paper, share a link, a video, add a poll, etc.
  • Use keyword-rich content (terms that your audience will likely search on). This will improve your chances of ranking higher on relevant searches.
  • Posts should be kept to a minimum of 400 words and a maximum of 800 words.
  • Include links, particularly when citing online material.  Doing so will add dimension to your posts. Be sure to give proper credit when using others’ work.

Watch this short video by Maria Peagler of WillowRidgeMedia for additional blogging tips:

Tweet LogoNow let’s turn our focus to best practices for Twitter:

  • Quality is better than quantity. Share something meaningful like an interesting article, blog post, image, web link or video.
  • Be concise. You only have 140 characters to make your point.
  • Tweet regularly. For beginners, Schaefer (2013) recommends tweeting “at least once a day so people know you’re active” (p. 101).
  • Acknowledge people who mention you, and always thank anyone who retweets your tweet. If you’re trying to get someone to follow you, try retweeting some of their tweets.
  • Hashtags are helpful to improve your tweet’s visibility on Twitter searches.
  • Use a URL shortener such as Doing so will help preserve characters.

Moth (2013) recognizes several B2B companies that use Twitter effectively including  Hubspot, GE , and Adobe. Hubspot produces great content and is considered a resource for digital marketers. General Electric focuses on innovation and technology, responds to customers, and creates great campaigns. Adobe focuses on its own products but also succeeds in offering a broad range of content, responds to customers and answers product questions (n.p).

Anderson’s (2012) top picks for B2B blogs include Intercom which offers a good mix of product and educational content; Deloitte which offers content in a number of formats; and Gild which focuses on a problem-solution format.

Can you offer some additional tips for blogging and tweeting?


Anderson, M. (2012). 10 B2B Companies That Create Exceptional Content. Retrieved from

Baruch, Y. (2013). Blogging Best Practices [PDF document]. Retrieved from Course Project Guidelines Web site:

Li, C., Bernoff, J. (2011) Talking with the Groundswell. In Groundswell. (p. 99-127). Boston, MA: Harvard Business Review Press.

Moth, D. (2013). Six Examples of B2B Companies that Shine on Twitter. Retrieved from

Schaefer, M. (2013). The Tao of Twitter. McGraw-Hill.

This entry was posted in B2B Social Media Marketing, Marketing, Social Media and tagged , , , , , , . Bookmark the permalink.

4 Responses to How to Blog and Tweet More Effectively

  1. katrinac81 says:

    Great post! Very informative video you’ve shared here as well. She gives some excellent pointers on blogging best practices. I also like how you’re demonstrating one of the blogging best practices, by embedding rich media into your blog 🙂

  2. Thank you Judy for your information, I think the most unique feature of Twitter as a platform is the short message delivered in concise condense text, Twitter recently is trying to add videos, images, and other media tools to its original platform, the strategy is right but I think it will affect the unique purpose of Twitter. Anyway I enjoyed reading your post.

  3. hanjiamaggie says:

    Indeed, your introduction of effectively blog and tweet gives me great help. I followed several bloggers. What I follow, the content is always about fitness and fashion. What is more, the positive energy that a blogger should bring to their followers. Reading these blogs is like mental strength that push me to walk during the busy stressful day. I totally agree with you that video, infographics, images, etc. are important because they provide readers with a good amount of information quickly. The principle is just like doing a presentation, people are attracted by multicultural factors.

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