Optimizing Your Personal Branding With Microblogs

Wordpress, Tumblr, Posterious, oh my! Every day it seems like a new platform emerges. How many do we really need? Better question is: how many do I really need? According to the Unique Visitors to Tumblr and Posterious, a lot of us think we need them!

unique visitors

I have accounts to all three platforms and I’m realizing the need to start thinking about blogging like I think about the e-mail marketing for Compete. I work on some of the e-mail marketing for Compete and as I spend more time working with lists and segments, I realize that I need to start thinking about my personal branding the same way I think about e-mail marketing. Time to start segmenting and optimizing.

I’m a community creator. I eat, sleep, breathe audiences and connecting people with like-minded interests. Anyone who’s ever attended a dinner party at my house will likely hear these words come out of my mouth, “Oh my gosh you have to meet so-and-so you guys would get along so well!”

When it comes to my personal branding, I realize I have room for improvement in creating communities. Tumblr.com allows you to create blogs in a snap. You can post from any account from your mobile device, and you can include photos, audio clips, video, quotes, and text. You can track posts by tags. Here’s a snapshot of my dashboard for Tumblr:

tumblr dashboard

Same idea applies to Posterous.com , which is similar to Tumblr in its ability to share posts across multiple platforms, but is a little more fancy:

Right now my accounts are a bunch of info, pictures, quotes, movie clips, etc. It’s totally random, but if I looked at my account more carefully, I could probably break it down into separate blogs and create a more captive audience by removing the clutter. Why would someone want all of my posts if they’re only interested in one specific topic? Upon inspection, my blog contains a few distinct categories: food, bourbon, yoga, running, and music. Five potential microblogs with a more qualified audience than the sum of my blogging parts. Tumblr allows you to cross-pollinate your posts to Facebook and Twitter, a feature I reserve for only a select number of posts as to not pollute my already noisy twitter stream. Segmentation to specific audiences would create a more cohesive experience to my followers.

Lesson Learned: Quality > Quantity.

Find a topic, create an audience around the topic. I’m going to try this as an experiment and report back. Like they say “If you build it, they will come.”

What are your thoughts on creating separate communities for specific content: yay or nay?

About Karen Costa:
As the Online Marketing Specialist at Compete, Karen Costa specializes in the day-to-day online marketing functions for Compete.com-paid search, email marketing, social media, affiliate, etc. Before Karen joined the Compete team she was an online marketing coordinator for Bliss Spa and then worked for a couple of start ups. Karen says, "I'm not sure what I want to be when I grow up!" Find Karen on Twitter as vanillabean45 or connect with her on LinkedIn at http://www.linkedin.com/in/karencosta

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  2. Reff

    I like posterous/tumbler for a lot of reasons.
    – I can keep my main website (lastname.com) relevant to a single business brand, for me, that’s Marketing Technology
    – As do you, I use posterous as a quick way to easily share insights about any topic: family, beer, sports – what have you
    – It’s a GREAT way for your older child/teenager to blog. It’s supa easy and a parent can easily moderate content (I do that with my kid who is too lazy to post anyway)

    Your thoughts on segmentation make sense to me but there is an implied commitment. It seems like the broken out, individual blogs could seem hungry and stale if not fed regularly. Lastly, although a 1-blog-fits-all approach can look/feel messy (mine does) you can sort it out a bit with tagging. Lastly (for real this time), if you’re branding yourself, the all in one approach allows an audience to get to know the interests and personality of the individual which I think is a plus.

    Lastly (I mean it!), check out http://about.me as an aggregator of your multiple online personalities.


  3. Gabe

    I think you should go for it. We are living in a world where the cost to specialize and segment are shrinking while the benefits of catering to a niche market is greatly increasing. By segmenting your work to fit specific audiences you stand a great chance of attracting an engaged following vs a half-interested group. Let your audience pick the segment/topic they want to follow and get out of the way.


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  6. Nick Stamoulis

    Creating more than one blog is OK and allows you to cater to different target audiences, however you need to make sure that there is enough content for each of them and that you have enough time to spend on each of them. Otherwise, there really is no point in running lots of different blogs if they don’t have much traffic generating content.