Social media initiatives such as blogging are long-term strategies that function cumulatively, gradually building the author’s (and/or firm’s) reputation via quality interactions and boosting search engine rankings via organic links that are far more valuable than any paid links. Corporate blogs, rather than promoting products or rehashing the latest sales pitch, should aim to make serious, constructive contributions to the body of industry knowledge online. They should also encourage and facilitate reader participation via constructive comments, meaningful links and trackbacks, social bookmarks, collaborative tags and so on.
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