The Message and The Messenger
It should come as no surprise that, as a blogger, I'm very interested in social media (yes, I do have other interestes beyond beer). Aside from writing this blog and managing a corresponding Twitter account, I also write a blog as part of my day job and manage a corresponding Twitter account for that blog as well. And as if that isn't enough, I also have personal Twitter and Facebook accounts that blend together aspects of both my personal and professional life. One by one, the accounts have piled up. At times, managing them all is overwhelming. Every once in a while, however, I'm reminded that all the time and effort poured into social media is worth it.
Over the weekend, I wrote a post called Everyone wants to start a brewery. No one wants to invest in one. Afterwards, I sent a fairly standard tweet letting people know that I had written a new post. The response was typical. That is, until Monday morning rolled around. It was then that I noticed my initial tweet, and a couple others linking to my post, had been retweeted a few times. A few times turned into several times, and before I knew it, the post had generated more traffic than any other I've written (both personally and professionally).
While it's gratifying to know that people are reading what I write, I couldn't help but think about what made this post different. Why did this post generate so many more hits than others? Was it the topic? The title? I doubt that these reasons alone are enough to create such a dramatic difference.
It wasn't until I looked back at the people/sources that sent the tweets and retweets referencing my post that I began to realize that the traffic could likely be attributed in part to the message (the post topic and title), but was probably driven primarily by the messengers (the people/sources passing the message along via Twitter).
As a marketer, I understand the important role word of mouth can play in generating results. However, I hadn't experienced those results on a personal level until yesterday.
The message is important. So is the messenger. Thanks to the messengers, I am reminded that all the hard work (yes, drinking beer and writing about it is hard work) is worth it. Cheers!
June 22nd, 2010 - 20:10
Tangentially related question: Do you, as a blogger, value traffic or response (comments) more? I can’t speak at all to why some posts generate more traffic, retweets, etc., though I can comment on why I might comment or not comment on a particular post.
Sometimes (my) participation has to do with whether I have anything relevant to add. This might be based on how well written the original piece was, how thorough it was, and whether it overtly invited comment. Other times, it might hinge on what other folks had written (i.e., I feel compelled to voice my agreement or rebuttal).
And, sometimes, it’s almost pure happenstance. When did I see the post? Was it first thing in the morning when I’m especially busy? Was it after work when I have a bit more free time? Have I had “a drink or two” (making me more likely to respond)? Am I otherwise feeling participatory (or snarky)?
As a purely outside observer, I think I would value traffic more. Regardless of whether folks are responding, you at least know that they happened upon your work. As a reader that only sometimes comments, know that I appreciate your efforts.
E
June 23rd, 2010 - 10:23
Personally, I value both traffic and comments.
Obviously, comments are written because the post prompted the reader to think, they’ve put the reader in a position to respond, and they’ve struck a chord with the reader in such a way that the reader feels compelled to respond. Comments can really add to the conversation. Similarly, they can bring attention to certain facts and opinions that the writer may not have initially thought of when writing the initial post.
At the same time, I appreciate the restraint suggested in your comment – that you leave comments when you have something relevant to add. Too often, I read blogs where comments are completely unrelated to the topic. Allowed to sustain, these kinds of comments eventually drive me away from some blogs/publications.
I write this blog because it combines my passions for beer and writing, and has allowed me to connect with the great beer community in Portland. In the six months since I started writing it, the response and readership has been much greater than I ever expected. For that, I am grateful.
June 23rd, 2010 - 19:29
I forwarded your post to several of my homebrew-enthusiast friends based on the relevance of the topic to the “average” homebrewer. I originally read it off of a re-post on the Austin Zealots website. As someone who appreciates the craft, understands the history and has no idea of what it would take to start their own brewery, I think you touched on a hot topic at the right time. If you experienced a higher volume of traffic due to the post, consider the topic itself as being the catalyst of being noticed.
Every homebrewer has a passing thought of “what would it take” to start their own brewery. Based on the comments you’ve received, you have very well educated brewers as readers (myself excluded). Cheers to you and your tipsy commenters for getting great information out to the masses who are obviously hungry (thirsty?) for information on the subject.
June 24th, 2010 - 07:19
MJ, thanks for the comment. I can certainly see how many homebrewers would want to know “what it would take” to launch their own brewery ventures. Perhaps that topic will make it’s way into future posts. Thanks.
June 27th, 2010 - 11:50
The event seemed to fly under the radar but was an exceptionally informative session featuring talented individuals. Thank you for covering it and spreading the word.