Guest blog written by Harry Brumleve

So you’ve set up a blog that you’re passionate about and you’ve written your first few posts.   Who has seen it?  Your friends? Who is going to see it?  Your mom?  Likely if you’ve taken the good time to post your thoughts, opinions, and feelings, you are looking to share them with the world.  Or at least the world who also cares about your passion.

There are only so many people you can tell.  You only have one mom.  How can you get more people to read your post, to keep coming back, to leave comments, and to tell their friends?

Wouldn’t it be great to get Google to help you find those people?

Well I have a surprise for you …

Hooking into Google and getting listed on their search result pages is easier than it seems, but it does require an hour or so of work.  Tailoring your blog to be picked up by Google is called Search Engine Optimization or SEO.  Here are a few basic tips to get started:

1) Go to the Google Webmaster site and login using your Gmail account information (if you don’t have one, you’ll need to create one). In the middle of the page is a button that says, “add a site.” Click on that and add your blog URL. Then follow the directions to get your site verified. If you need help, this is a great video that walks you through the process.

2) Optimize your content.  Sure, you should write what you are passionate about, but there’s nothing that says you can’t cheat a little bit to attract more readers.  All you have to do is find out what people are searching for on Google and incorporate it into your posts.

With the Google keyword tool, you can enter a few key phrases from your blog post and find out which terms are being searched, then nudge your post in that direction … go on, try it.  It’s fun.  There also is a tutorial to help you figure out how to use this tool and you can find it here.

3) Recently Google started placing tweets near the top of its search results and is beginning to index Twitter users’ homepages more frequently … that means you need to not only use Twitter (Gini will tell you how to do this next week), but also optimize your tweets.

Just like in the second step, you should tailor your tweets to use popular search terms.  Here is a great set of tips from Mashable on SEO for Twitter. Optimized tweets will send more people to your Twitter account and likely to the links you post there.  Which brings us to …

4) Measurement.  Most blogging platforms, such as WordPress or Blogger, will let you add Google Analytics to your site so that you can track who comes to your site and what they do once they get there. There is a big blue box that says, “Access Analytics.” Underneath that is a link that reads, “sign up now.” Just like the Google Webmaster tools, you’ll need a Gmail account. Enter that information and it’ll take you through the steps to add your blog.  Here is another tutorial.

With these simple steps, you’re well on your way to attracting readers who search Google for your blog topic. It’s not hard; it just takes a little bit of time.

For those of you already optimizing your blog, what would you add to this for beginner bloggers?

Based on the feedback from “Tips for Starting a Blog,” it sounds like you’re ready to attract readers. So let’s get started!

My friend Jeff Lipschultz commented on Monday that he was going to be brash and suggest quality is key to attracting readers. And he is 100 percent correct!

Quality, value, and “what’s in it for me” are what attract readers. If you followed the steps I suggested on Monday and asked your network – your friends – to read your blog and pass along to their friends (assuming they liked what they read), then you already have a base of readers. Don’t worry about the number of readers you have on your blog. Worry about providing great content and your friends will be happy to send your blog URL to their friends. And their friends will send to their friends. And pretty soon you have lots of readers who keep coming back for the great value you’re providing.

So how do I provide great content?

I said this on Monday, but it’s worth repeating. IF YOU BLOG, DO IT CONSISTENTLY. A few argued this point in the comments section and that’s okay. My point here is not that you have a blog. My point is that you become a blogger. And to become a blogger you must post at least three times a week.

A few tricks of the trade that make it easy to provide great content and write multiple times every week:

* Make the copy scannable, which means create lists, use bullet points, insert pictures, use headings and subheads and write about only one topic.

* Write short posts. Research states the average blog reader only stays on the same story for 96 seconds so write for that person.

* The copy only needs to prove the point in a very comprehensive manner. Give readers a reason to comment and, if you have extra points to discuss, do it in response to comments.

* Write a title that is both catchy and has search engine optimization (the blog post you can find here on Thursday will discuss how to do this so check back). Your blogs will last for eternity online and you never know when someone, even two years from now, may want information on your topic. Think about how they might search if they’re doing research on your top

* Link to other blogs and news articles that support your thinking. If you do this, find bloggers who aren’t typically quoted or linked to – share the love so the A-listers aren’t the only ones always quoted.

* If you’re passionate about something that is hot in the media right now, wait a week to write the post. It’s hard to gain awareness when you’re in a sea of others writing about the same topic. For instance, if you have value you can add to the Tiger Woods discussion, do it via your blog… and now (two weeks later) is a good time to do it.

* Avoid jargon. Remember the rule of life: Keep it simple, stupid.

* Make yourself uncomfortable. If you’re not making someone mad with every blog post, you’re not doing it right. Get out of your comfort box. Write controversially. But do it professionally.

* Ask for guest bloggers. My friend Harry Brumleve is going to write Thursday’s post on SEO for me. That’s one less post I have to write, but it provides value to him because you now are aware of him and it provides value to you because he’s an expert on the topic.

* Ask questions. People love to provide their thinking and insight. And through their comments, you learn more and become that much more wise.

Always, always remember: This is about your readers. This is not about you. Do not be self-serving or promotional. You are providing your thinking. You are providing your intellectual capital. You are providing your passion. And you are providing all of it for free. If people find value in your thinking, they will come back for more.

For those of you who already are bloggers, what would you add to this to create value in order to attract readers?

When I speak across the country, I have a lot of people tell me they want to start a blog and they want to know how to get started. I always caution that blogs aren’t for everyone and that, once you get started, you can’t stop. It’s a pretty big time commitment and it takes some effort to not only attract readers, but also engage them and keep them coming back for more.

My friend Rieva Lesonsky has a great article at AllBusiness.com about the pros and cons of having a blog. I also love Gary Vaynerchuk’s philosophy that first comes your passion. Your passion may be monkeys and you think no one will want to visit a blog about monkeys. He argues, in “Crush It!”, that no matter what your passion, if people can tell you really care about it they’ll keep coming back. And you won’t mind the time commitment because it’s what you love more than anything else. He also argues that you don’t necessarily need to write a blog. This is important thought – there also are video blogs (called vlgos) and audio blogs (called podcasts).

If, after reading Rieva’s article and figuring out whether or not you can write/video/speak about your passion, you still want a blog, following are some tips for getting started.

1. Go to WordPress or Blogger and set up an account. I like WordPress because it’s more professional and it has lots of really great templates for you to choose from so you can create something really nice in a couple of hours. Blogger is really easy to use, but it looks more homemade.
2. Write a list of 30 topics you can write about – just headlines. For instance, I write about social media, the PR industry, and what it’s like to grow a company. Under those three topics, I have 30 bullet points of different headlines. Under social media, I know tomorrow I’m going to write about how to attract readers to your blog, because it follows today’s topic.
3. Write (or video or speak) five to 10 posts and save them as drafts in your blog. Do not publish them yet.
4. Schedule an hour a day on your calendar to write your blog post, answer reader’s comments, and comment on other’s blogs about your topic
5. Publish your first draft on a Monday.
6. Send an email to your friends, clients, colleagues, peers, family, vendors, and partners and ask them to read your blog post. Ask them to check back on Wednesday and again on Friday. Ask them, if they like what they read, to send the link to their network.
7. Make friends with 10-20 people who already have strong social networks and ask them to help you spread the word. People will do this IF it’s a topic they’re also interested in and know their networks also will like to read. If your blog is about monkeys and I’ve been attacked by a chimp, you won’t want to ask me. Know your audience.
8. Be prepared to publish at least three times each week. And keep your drafts full – have five to 10 ready to publish at any time. This is hard to do, but trust me when I say that it makes life A LOT easier when you’re overly busy and something else has taken over your hour to blog.

I’m always willing to introduce bloggers to my network if they are consistent, have an interesting topic, and make me think. Think about that as you begin to write (or video or speak) and why someone like me would want to help you (other than I’m nice and help everyone). Then ask!  You’ll be surprised at how willing people are to help.

Tomorrow I’ll blog about how to attract readers, beyond your network and your 10-20 friends who already have communities built on the social networks. In the meantime, if you blog, do you have anything to add for people just starting out?

It’s one of my favorite times of the week – #FollowFriday – because I can highlight a few Twitter friends for you to follow, meet, and engage with in the coming week.

@dougleavy Doug is the grand social media poopah for @westonemusic (he also manages that Twitter account so follow both). He’s a musician so it makes sense that he works for Westone. I keep asking @westonemusic to marry me and he’s playing hard to get. Have I mentioned they’re the best headphones on the market? Follow Doug, get to know him, but also ask him if his alter-ego will please marry me.

@robinwalker Robin, without fail, makes me laugh when she tweets me. Our relationship began when I said I loved East Bank Club (a country club-like fitness center in Chicago where Oprah and Obama both work out) and she asked me if I’d go there with her to audit a stretching class. That made me laugh pretty hard – who doesn’t love that kind of humor? Follow her. She’ll make you laugh. No pressure.

@CameronHerold Cameron owns a company called Back Pocket COO, which works with entrepreneurs (who have big dreams) to operationalize their businesses for better results. He, literally, is their back pocket COO. He was COO at 1800GOTJUNK when they were in hyper growth so he really knows what he’s doing. He’s Canadian (you know I love my Canadians), he’s ultra-smart, he’s down-to-earth, and he wears his heart on his sleeve. He’s a good friend and very much worth the follow.

@justinthesouth I’m re-recommending my friends and Justin is in that group. He hates it when I say this, but he truly is one of the nicest people on the face of this earth. He’s genuinely kind and, no matter what kind of day he is having, he always takes time to ask how you are and if there is anything he can to make your day better. He has big vision for stopping human trafficking and it’s going to be fun to watch him realize his dream in the next few years.

@mebplanner Teresa was one of the first people I met on Twitter and it’s been a long time since I’ve recommended people follow her. She’s an event planner and a photographer. She was out of job for a bit earlier this year and I’ve not watched anyone who is unemployed be as positive and optimistic as she was. She’s worth a follow for her glass is half full attitude, as well as links to her amazing work (no pressure…post more!).

@jelenawoehr I met Jelena in real life early this year and then started following her on Twitter. She is, by far, one of the smartest people I know. She is wise beyond her years (follow her and then tell me your guess on how old you think she is – don’t cheat!) and has a phenomenal sense of humor. Engage with her – you won’t be sorry. She is F-U-N-N-Y!

Yesterday we discussed the philosophy of social media: How do you have conversations with people in order to build better relationships?

And there were a lot of great comments:

* Johnnie Firari says, “Through relationships you can now gain/earn back something that was lost: Brand loyalty!”

* Les Lent says, “The tools (in my humble opinion) are great ways to make connections and starting, developing, and maintaining relationships with clients, employees, and prospects. Make the connection, build the relationship, and the sales will follow.”

* Sherrick Murdoff says, “I would also add that you have to give (e.g. share) to get. It’s helpful to share posts you like via Twitter, share your views via comments, share your thoughts, and give your audience something to discuss. If you give them a reason to engage, you will find discussions happen and relationships are built.”

Great, great comments! And Sherrick offers some really actionable advice.

But people still don’t understand this is NOT just another way to sell your wares. The people who say “buy me, buy me, buy me” in the social channels lose credibility and, eventually, no one will care about them.

I liken social media to a networking event. I ask business leaders, “What is the first thing you do when you go to a networking event?” After the smart alecks in the room say, “Get a drink!”, we get to “We introduce ourselves to someone new.”

So then I ask, “Do you say, ‘Buy my wares!’ or do you ask questions, listen to what the other person has to say, and develop a conversation?” Of course, it’s always the latter.

Social media is not any different than a networking event. The philosophy is the same – you meet new people, you ask questions, and you listen. You decide if you’re going to be friends, if you can do business together, or if you can be a referral source for one another.

The only difference between social media and in person networking is that, with social media, you can sit behind a computer screen in your PJs and uncombed hair and no one will know the difference. You now have the opportunity to network 24/7.

Pretty powerful stuff, huh?

One thing I caution you on, though. Lots and lots of people think that it’s better to have a large number of followers, fans, and connections because they believe this is like traditional marketing – the more people they have access to, the more will hear their message.

Wrong!

If you are focused on gaining as many fans, followers, and connections as you can (you can actually pay a service to do this for you) and not on starting conversations, networking, and building relationships, you will not be successful.

You know what that’s like? It’s like the guy at the networking event who everyone hates to see coming their way and they avoid like the plague because they know they’ll be stuck there listening to this guy talk about how great he is and never ask a question about you. You know the guy, don’t you? He gets your card and he spams you constantly. You never do business with him. You’re always looking for ways to avoid him.

It doesn’t matter if you have 30 followers or 30,000. If you provide valuable content. If you start conversations. If you listen to what people are doing and saying. If you engage with people as human beings. If you build relationships. Social media will be successful for you.

People want to do business with people they like. Use the social media tools to help you become more efficient at having better relationships and you’ll achieve everything you set out to do online.

I talk to people every day about social media and there is a common theme: “I don’t understand why I care what people say on Twitter” or “I have a Facebook fan page, but no one is talking to me there” or “I have a LinkedIn profile, but I own the company so I don’t see a need for updating it.”

Everyone is so focused on the tools, and not the philosophy or the strategy, that it’s no wonder it’s overwhelming and exhausting…and that it’s not working for some.

So let’s start from the beginning. If you’re thinking about social media, from a tool perspective (i.e. Twitter, Facebook, YouTube, LinkedIn, Flickr, Google Wave, Yammer, etc.), you’re not ever going to achieve what you want, both from business and personal points of view.

Social media is about having better relationships.

* Better relationships with your customers/clients.

* Better relationships with employees or colleagues.

* Better relationships with prospective customers/clients.

* Better relationships with stakeholders.

* Better relationships with potential talent.

Better relationships, on a one-to-one level, using the tools that are available to you (right now) to make you more efficient.

Most of us that spend time daily in social media understand the value and power of it.

* A customer who is unhappy can be turned into a brand ambassador, just by listening to what they have to say, responding to them, and making changes.

* A new product or location can be launched by crowdsourcing ideas from your community in order to make them feel like they have ownership in your brand.

* Someone across the country or even overseas has access to your product or service.

But none of these things happen if you build your social networks and expect people to come to you. Or if you use the social networks as just another way to sell your wares.

I want you to do two things:

1. Listen, listen, listen. Listen to what people are saying online about you, your company, your competitors, and your industry. Tools such as Google alerts, Backtype, and TweetBeep will help you do just that and will send you alerts so you don’t have to go out and get the information yourself.

2. Think about social media as a way to network 24/7. What is the first thing you do when you go to a networking event (after you get a drink)? You introduce yourself to someone you don’t know. You join a conversation. You ask questions. You listen. Then you decide if the people you’ve met are going to become a referral source, a new customer, a new employee, or a new friend.

If you listen and if you network, once you build your channels (on the platforms where your audiences already are) they will come.

A few weeks ago, I asked each of you what you’d like to read about on this blog. Robert Saric asked if I would blog, “the books you recommend and why they are great.” Since that request, I’ve been compiling a list of business books (fun reading will come during the holidays) and it follows.

1. Don’t Be That Boss. I met Mark Wiskup a few years ago, when he spoke to my Vistage group. I remember not wanting to go to that particular meeting because Mark was billed as a speaker on communication techniques and, being a bit too big for my britches, I thought he couldn’t teach me anything. Boy was I wrong! Not only did he teach me a thing or two, he quickly became a friend. He is the author of two additional books, but I think “Don’t Be That Boss” is his best.

A book that follows two managers through the same day, he teaches you the right and the wrong ways to communicate with your direct reports. He puts things in perspective; so much so, that some of the scenarios have actually happened to you and you realize how much differently you should handle some situations. It changed the way I communicate with my direct reports and it will you, too.

2. Groundswell. I don’t know if I love Groundswell as much as I do because it was the first (smart) book I’d read about social media or if it’s because I wholeheartedly agree with the philosophy. What I do know is that I’ve read it and re-read it and keep it on my desk as a bible of sorts. I love it because it talks about how to build a community of brand ambassadors by using the available technologies. It’s not about Twitter and Facebook and Google Wave. It’s about having better relationships and using what’s available today to make you more efficient.

3. Crush It. I’ve made it pretty clear that I’m a book snob. It’s not something I can help; my education is to blame. So when a book hits the bestseller list or a random person on the street tells me a book is good, I’m skeptical. Which is how I was with “Crush It.”

But last week I traveled with Blair Minton to a board meeting and he read it on the plane. He finished the entire thing on the flight out and the overwhelming need to have a discussion with him about it overruled my snobbery. I downloaded it to my Kindle immediately and read it on the flight home.

It’s a simple read and it’s a fast read. If anything, it makes you think about how your personal and professional lives are intersecting even more. The premise of the book is that, no matter what we do for a living, we all have personal brands and we have to care for them above all else. I agree with this. I’m going to have my staff all read it so they understand how they can use their personal brands at Arment Dietrich.

4. When Growth Stalls. I met Steve McKee at the PRSA Counselors Academy conference in Palm Springs this past spring. He owns an ad agency in Albuquerque, he is a speaker, he writes for BusinessWeek, and he wrote this book to discuss how to bust your business back into growth mode when it’s stalled.

He wrote the book when his own company stalled and he had to figure out what to do next. He uses real examples on recognizing the signs and what to do about it. I’m a big fan of authors who have lived their advice and this book does just that. If you’re building a business and have hit a plateau, it has some helpful tips in there for you. Now I just need him to sign my copy for me.

5. Small Is the New Big. As evidenced above, I’m not a big fan of books that the entire world reads and raves about, which is why I was very hesitant to read Seth Godin’s latest book, “Small Is the New Big.” I decided to pick it up because a very good friend told me I’d like parts of it and, he said, my boutique agency is the new big.

It’s a compilation of many years of blog posts, arranged by topic. There are some that make no sense for you and there are some that really get you thinking. I think what I found interesting may not be of interest to all of you, but you will find some things in there of interest. What I liked best about the book is his style of writing. It taught me how to blog better – you don’t have to have a really well written blog post every day; sometimes it’s just about what you saw on the street that taught you something about what you blog about.

Which business books do you recommend? And why?

I continue meeting really great people on Twitter. Following are a few new friends and few  old ones, as well.

@julito77 Julio is, by far, one of the best people in real life and on the social networks. He started V5, an arm of his family’s company, a few months ago and has already launched it into the big leagues. Watching his success is both exciting and fun. He’s a guy you want to see succeed because he’s so likeable. And, if you engage with him on Twitter, he will talk to you…no matter how busy he is or how many other people he’s talking to. Try it; it’s worth it.

@BMAMan I’ve known Blair for a few years in real life and introduced him to Twitter nearly a year ago. I always joke he should be my agent because, if he’s in a meeting I’m in, and I’m presenting, he knows how to take what I’ve said and tell people they’d be stupid not to hire Arment Dietrich…without saying the word stupid. It’s actually quite amazing to watch. He’s a Baby Boomer CEO who gets communication and how the Internet is changing how we do our jobs. He’s worth a follow…even though he tells really bad jokes.

@PattiKnight Patti is my lifeblood. Without her, none of what I do would be possible. Two years ago, my Vistage Chair told me it was time to hire myself an assistant. I couldn’t fathom a) what an assistant would do that I can’t do for myself and b) how I would pay her because she’s no billable. Now I don’t know how I lived without her. There isn’t anything she can’t, or won’t, do. Follow her…especially if you ever want access to me. She is your friend. And I think she even takes bribes.

@swapontherun What is Swap On the Run, you ask? Well, I asked Scott that very question and he told me he’s building a little business that allows runners to swap, trade, or exchange equipment with other runners. So then I asked about cyclists and he said it’s in the plan (yay!). Check out the Web site here and give Scott a follow.

@MimiMeredith Mimi might, very well, be one of the kindest people on earth…with a GREAT sense of humor. She wrote “Blooming Where You’re Planted” and she’s a speaker and newly minted Vistage member. She’s on a mission to help all of us have better work/life balance, and finding ways to enjoy what it is we do in our worlds. Check out The Goodness Grows here and give her a follow.

@AbLars I met Abby at a speaking engagement I had a couple of months ago. She was not shy about coming up to me, introducing herself, and telling me she follows me on Twitter. Since then, I’ve learned she is full of life, passion, and optimism. She works for Dale Carnegie and is pushing the organization to move toward more social engagement with their audiences. She’s worth a follow because she will put a smile on your face if you’re having a bad day.

@JaimieField My new friend Jaimie is quickly becoming one of my favorites. She’s a New York sports girl, through and through (but don’t hold that against her – if I can get past it, you can too). And she’s another friend who left the law world to coach attorneys still at it how to make rain. She is funny, she isn’t afraid to push some buttons, and you’ll really like following her.

Past #FollowFriday recommendations:

Nov. 6

Oct. 16

Oct. 2

Sept. 25

Sept. 4

August 28

August 21

August 7

July 24

July 17

July 10

July 3 (which is a culmination of the previous five weeks)

On Friday, my Facebook stream was all a flutter about the craziness of Black Friday. I responded to multiple friends that Black Friday is the reason Al Gore invented the Internet (which got a few chuckles and even quote of the day on some status updates). And then I remembered today is Cyber Monday, which supports my online shopping ideal.

So in honor, following are my recommendations for business holiday gifts:

1. Westone: My friend Lynn Kehler is the CEO of Westone, a company that makes custom ear plugs and headphones for the hearing impaired and musicians. He’s always talking about how great they are, but I didn’t realize what a big deal they are until I got a pair of my own. The difference between the sound quality of Westones as compared to the Bose I owned is night and day. I had no idea how much I was missing . I love them so much I’d like to marry them. They are, hands down, worth every penny.

2. Groundswell: If you’ve not read Groundswell, get it for yourself. And then buy copies for everyone you know. It’ll change the way you think about social media and how you incorporate digital communication into your business and personal lives. If you’ve already read it, you know what I mean. Buy it for as many people as you can!

3. Kindle: An expensive gift, but one of the best electronics I own. You can read newspapers, magazines, blogs, and books on the Kindle and it’s smaller (and lighter) than a paperback. If you have clients or senior-level staff who travel a lot, this is the perfect gift. It also works for parents and in-laws.

4. Joyful Bath Co.: I always say the bath salts from Joyful Bath Co. are magical elixir because, after a hard bike ride, I soak my legs with these and they magically feel better. A great gift for women colleagues and/or clients, though I have yet to convince my male counterparts that it’s good for them too.

5. Good to Great: An oldie, but a goodie. A great book for any business leader wanting to take things to the next level. It’s worth reading multiple times and makes an excellent (and thoughtful) gift.

6. Chocolate Gourmet: I received a goodie basket from Clockwork CEO, Nancy Lyons, a few years ago full of Chocolate Gourmet cookies and truffles. Holy cow are they good! They make an excellent gift for any office because you can send an assorted arrangement of treats that are sure to suit everyone.

What recommendations do you have to add to this list?

I have a long-standing relationship with Hotel Executive and write an article for them quarterly. Today I am grateful for my friendship with their editor and the opportunity to help educate their readers on the importance of communication in a businesses growth. Following is an excerpt from an article I wrote for them in July about how to prepare yourself for media interviews.

There are many reasons you should be prepared to talk to the media; a new opening, a new employee, an award, a new product or service, or some intellectual property; all of which give you plenty of time to prepare for a media interview. But what if the unplanned happens, such as a crisis? Are you prepared to talk with the media? Do your employees know what to do when a reporter calls?

Warren Buffet was quoted telling his Salomon Brothers employees, “If you lose money for the firm, I will be very understanding.  If you lose reputation for the firm, I will be ruthless.” Everyone in your business represents your brand, your reputation, so it’s important for everyone to understand who talks to the media and what the policy is should a reporter come knocking at your door.

A media interview is a great opportunity to tell the world about your business, through third-party credibility. But just like an employee handbook, a social media policy, and a business plan, it’s important to have a media plan in place that covers:

1. Who talks to the media? Designate a spokesperson. Usually there are at least two spokespersons – the CEO (or someone in the c-suite) and a senior-level communication professional (can be internal or can also be your PR firm).

2. What to do when the media calls, or stops by a location. The policy should detail how to handle the reporter’s request and list phone numbers and email addresses of the spokespersons.

3. Practice makes perfect – or as my piano teacher used to say, “Perfect practice makes perfect.” Practice different scenarios.  Make sure everyone knows what the policy is. Quiz them, if need be. Practice, practice, practice.

To read the rest of the story and find tips on practicing and preparing for media interviews, visit the Arment Dietrich PR toolbox. Scroll down to “Hotel Executive” and click on the second link, “Media Interviews: How to Prepare Yourself for the Unexpected.”