Stephen Canning

Corporate Affairs, Public Relations and Social Media

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Why Do Sensible People Believe Fake News?

You’re scrolling through Facebook, and you see that a friend has linked to an article; you glance at the title and realise that it’s nonsense. Or you’re chatting to a family member, and they share their opinion about politics; you discover they believe things that you’re sure aren’t true. In the information-filled world of today, it’s easy to come across fake news, propaganda, and rumours. But why is it passed on by people who seem otherwise sensible and intelligent?

It’s easy to assume that someone who believes fake news items must be lacking intelligence. It’s easy to say “Oh, that’s typical – that kind of person wouldn’t even question the lies they’re told.” It’s easy to think that other people aren’t as well-informed as you are. But when people you’ve known for years, whose opinions you’ve trusted in the past, begin to repeat nonsense, it’s not so easy to assume that they’re misinformed, credulous, or just plain stupid.

The answer has nothing to do with intelligence; it’s because the human brain is hardwired to help people live in communities. Scientists know that there are parts of the brain that help you to understand what other people are doing. Scans show that when you watch another person do something (e.g., lift a box down from a shelf), your brain responds as if you were doing that action. Brain cells called mirror neurons cause this reaction, and they’re essential to help you get on with other people.

For example, you’re standing next to someone in a supermarket who suddenly raises their hands above their head. Your mirror neurons fire when you see them move and your brain gets the message that “they’re doing the same movement that I do when I want to get a box from the top shelf.” If you didn’t have mirror neurons, you wouldn’t know whether that person was going to attack you, dance, or try climbing up the display unit. You’d spend your life being confused and anxious because you’d never understand other people’s actions.

Because it’s not a conscious process, a person isn’t aware this is happening. Nonetheless, the brain successfully makes hundreds of assessments every day about what other people intend. However, in the virtual world of 24-hour news, opinion, and social media, the brain starts to struggle. When the person sees that someone has liked a post on Facebook, their mirror neurons automatically send a message saying, “Hey, I understand what happened there; it’s just the same as when I like something.” It’s important to remember this isn’t a conscious decision. Nobody is constructing a rational argument in their head saying, “Well if Dave from work likes this, then I’m sure I’ll like it too.” It’s an immediate response: when they see another person liking something, the same parts of their brain become active as would be involved if they’d liked it themselves.

Once you know this, it’s easier to understand why otherwise sensible and rational people will believe something that isn’t true. Of course, there are echo chambers online; social media providers show users the kind of content that will keep them engaged. Studies have found that most people who retweet a link to a news article don’t click on it themselves; that makes it easier for trolls and bots to spread malicious content. Because seeing someone hit “like” has the same effect on your brain as if you had done so yourself, the fake news seems less threatening, less strange, and more believable.

That seems like bad news for truth and honesty, but there are reasons to be optimistic. Brain scans show that when test subjects are given specific instructions before they watch another person, different mirror neurons become active. In other words, if you get extra information, then the mirror neurons in your head don’t match what the other person is doing. That suggests that if you’re prepared to be critical of things you see shared online, then even if you see other people liking them, your brain won’t act as though you do.

It can be mystifying when people you know and respect believe things that aren’t true, at least until you learn about the way mirror neurons work. Although their primary function is to help people understand each other, they make the brain act to match what other people are doing. That is why seeing someone like or favourite or retweet something is so powerful, and why otherwise thoughtful, intelligent people can get fooled so easily.

Sajid Javid Is Talking The Talk, Now Councils Needs To Walk The Walk

This is one of those articles where I’ll have to declare an interest, multiple interests in fact. The first as a local councillor of six years, who’s seen first-hand how decision makers have ducked big decisions and avoided making the strategic cases necessary to build housing. The second as a young person of 24 who dreams, like so many of my peers, of climbing the first rung on the housing ladder. The third as a Conservative who knows that if we want a society that works, then everyone needs a stake in their community – by renting or owning their own home.

The housing market isn’t just broken, it’s failed. Today Sajid Javid has launched the housing white paper to address this and bring sanity to a system that just doesn’t work. For too long successive Governments have tinkered around the edges of housing, now it’s time for radical overhaul – the clock is ticking to stop a generation losing out.

An important part of this white paper is the removal of the need for every area to have a local plan. This addresses the issue of areas that lack the political appetite to push through needed development, the expertise to ensure it works and the strategic sight to deliver housing, infrastructure and employment in tandem.

Too many local authorities, including in my part of the world, have ducked big decisions and this is a clear challenge from the Government to tell them to up their game. Building the housing our future needs should not be seen as a race to protect as much local land as possible, but as a partnership between multiple local authorities, developers, large employers and the Government. Working together and challenging one another, not adversarial as is traditional but as a partnership, is the way we will unlock the developments we need.

As we look to become more strategic, the Government does however need to look at how County Councils are given a stronger role in housing. At Essex we have already given a Cabinet Member a portfolio responsibility for housing – something the Government should embed into legislation as a statutory responsibility of county-level councils across the country. The days of housing being decided in isolation need to be over, it’s time to think bigger.

Developers can often be a central part of the problem – from land banking, to slow development and not following through on promises. This paper, and the surrounding rhetoric from the Secretary of State, is the strongest and most direct the Government have been with developers. Giving local authorities the power to order developers to finish developers in two years or lose their planning permission is a strong signal that developers who clog the system will not be tolerated.

However these powers do need to be used, and the Government does need to back up those councils who use them. Otherwise this risks being yet more rhetoric on fixing housing whilst people young and old fight to get their own roof.

Not as a councillor, but as a young person who aspires to get his foot on the housing ladder I urge the Government to follow through with its strong rhetoric, my fellow councillors to use their new powers to work together and deliver strategically, and developers to remember that these aren’t just houses, they’re homes.

Hold on tight – the millennials are here!

I take a keen interest in management trends and how businesses adapt to the world around them. A very interesting change is underway as those born in the 1980s through to the late 1990s start to influence corporate culture. 

The so-called ‘millennials’ are a generation that have never known life without the internet; everything they have ever done has been shared, posted, Googled or Snapchatted across social media. Their attitudes to money and careers are radically different to the generation before and they have a lack of enthusiasm for traditional corporate structures. As they take their places in the management teams of companies, we are seeing a slow transformation of how businesses are run.

If we stand back and take a wider look, we can see that there are many trends emerging as a direct result of the influence of millennials in management. Here are just a few:

Flexible working as the norm

Millennials are very comfortable with technology and this has no doubt led to the rise of remote working as a valid employment option, however it is not the only factor. A strong value placed on work-life balance coupled with an awareness of being part of a 24/7 economy, has led millennials to embrace remote working as a way of life. This in turn has led to fresh approaches in management thinking, with millennial managers facing up to the challenge of galvanising remote teams in innovative ways. A phrase coming to the fore is ‘the gig economy’ as young workers prefer to freelance, soaking up knowledge from many employers rather than stay in one place. Presenteeism, loyalty and staying late at the office are no longer pre-requisites to a successful career.


Millennials love to collaborate. It’s a creative and productive method of working and employers who have encouraged a collaborative approach are now reaping the rewards and attracting young talent. From a management point of view this places a high degree of reliance on technology and influences the hiring policy for all levels of staff. 


The app boom and the success stories of contemporaries such as Mark Zuckerberg give millennials the confidence to pursue original approaches to business. ‘Crazy ideas’ in the board room are becoming the norm and thinking differently has led to some radical business approaches.

Social consciousness

Never knowing life before the internet has given us a generation of plugged-in, socially aware global citizens. As these people find their way into management, we are seeing more companies make meaningful contributions to society with their corporate social responsibility (CSR) activities. We are also seeing bold and direct approaches to reputation management due to their implicit understanding of social media and its effect on brand perception.

IT policies

Millennials expect to be able to use whatever software or hardware they think is suitable. This has seen the rise of Bring Your Own Device (BYOD) policies in previously strict corporate environments. Rather than IT departments dictating policies, millennials are choosing the best tool for the job and this has led to more productive workforces. At board level there are concerns about the risk of exposing data, however the industry has responded with tools and techniques to keep company data safe, while giving wide access on a range of devices.

New performance measures

Annual appraisals and box-ticking of ‘goals achieved’ does not suit the millennial-friendly workplace. Guiding performance on a more frequent, less formal basis provides better results than the old-fashioned annual appraisal. This has meant companies having to overhaul their entire approach to HR to make it more employee-centric but this process has improved the effectiveness and productivity of young employees.


Millennial managers are known as excellent listeners and problem solvers. This means their teams feel empowered to change processes, influence decision making and speak up. In turn this ‘flattens’ the traditional hierarchy of management and arguably creates better, more productive working relationships.


Rates of pay are still an important part in the career choice of the millennial, but it’s not the only factor when they are deciding where they want to work. Company culture is as important to them as their pay packet and as they get into management positions, we see a trend towards organisations being far more people-focused.

It’s easy to criticise and malign millennials for their failure to conform to ‘the way its always been’, however if we embrace the strengths of this radically different generation, we will see fresh approaches in HR, IT, Management and CSR. This is a much-needed shot in the arm as we try to get to grips with how to manage businesses in a global market. I believe the millennials have the answers, we just have to allow them to guide the changes to get us there.

7 tips for enhancing B2B marketing campaigns with online video

Consumers just love video and that includes other business’s buyers too. Over 182 million people in US alone watched online video in September, engaging in a total of 39.8 billion video views. Now savvy B2B marketers are quickly realising the power of online video in their email and social media marketing campaigns. 

Nothing sells products and services more efficiently and effectively than a compelling, well-made video where companies can actually see your article or service in action, as demonstrated by real people. YouTube video channels also allow your company the opportunity to seek feedback from clients and other businesses and respond to their questions, as well as promoting your products. Links can also be posted direct to your company website, making ordering easy and boosting sales. YouTube viewers are also provided with various social media buttons and a call to action to share the video with their contacts, further promoting your brand and widening your base of potential prospects and sales leads.

Here are seven great tips for harnessing the power of online video in your company’s email and social media marketing strategy. 

1. The 60 second rule

Make sure your video is 60 seconds or less. Stats show that online video viewers lose interest and move on after 60 seconds, so don’t waste time producing a stunning online video that goes on forever; your key message may not be received.

2. Get your message across

You must send the viewer a clear message in the first few seconds of the video which spells out exactly what you are offering them. Engaging online videos quickly and concisely deliver the main element of the message at the very beginning, and this is proven to increase conversion rates. Tell the viewer what your offer is right at the start to encourage them to continue watching the whole video. Always include a clear call to action at the end of the video to remind the viewer of the action you’re wanting them to take.

Steer clear of videos that just serve to highlight your brand; these are a turn off for viewers.

3. Utilise existing resources

You don’t have to spend a fortune on making your video. Most companies have already invested in good quality, approved marketing tools like logos and images, and these can be recycled in combination with professional-grade graphics or stock videos to make great marketing videos.

However, it is a good idea to use a professional media consultancy firm to produce the video for you. Although this will require a little more investment, you’ll save money by using your existing marketing tools and the professional finish will be worth it.

4. Embed linked thumbnail images

Users like to make minimal effort when it comes to accessing message content. The best method of integrating your online video into your email and social media campaigns is to embed a thumbnail image linked to the video that includes a “play” button. When the recipient clicks the play button, they are automatically directed to a browser window which displays the video on a video marketing landing page.

5. Brand your video landing pages

Although YouTube is a great place to host your marketing videos, it can be even more effective if you use your own branded landing page. This provides you with control over the user experience and also allows space for text-based offers, lead capture forms and more calls to action.

The landing page should reinforce the intended call to action of your whole marketing campaign, as well as reflecting your company brand.

6. Mobile video and web support

So many people use smartphones to surf the web now, so it’s vital all your video-based email marketing and social media campaigns can be delivered using both HTML5 and Flash formats. It’s important to note that Flash videos cannot be viewed from iPads or iPhones, which means that you will be missing out on potentially thousands of leads if you neglect to accommodate these users.

It’s also crucial to make sure that you keep up to speed with mobile developments and upgrades, so that your campaigns remain viewable and viable over all mobile media.

7. Analyse results

Analytics gathered from all your marketing initiatives are very important if you are to accurately measure the success of your campaigns and make any necessary adjustments to improve their performance. Video viewership stats including number of views, time viewed, duration of viewing, and traffic sources will help you to understand when a particular video is effective and when it isn’t. Online videos can also be utilised to great effect for A/B testing.

A good video can really enhance your email and social media marketing campaigns, whether they are directed at other business clients or to a wider audience. Follow the tips above to help maximise your promotional video and boost your sales.

How to handle a social media crisis

As a tool for raising awareness about your brand, social media scores top marks. When people like or share what is being posted about your business, social media earns its stripes as one of the most influential online branding strategies around.

But what happens when something detrimental to your clean-cut reputation is posted online? Negative comments tend to grab attention quicker than positive ones, and have the ability to spread like wildfire across the internet. When such a social media crisis strikes, knowing how to handle the situation effectively is crucial, so you can nip it in the bud and limit any damage caused to your reputation.

Be prepared

You can prevent a social media crisis from turning viral like an infectious disease by being prepared before an attack even happens. Having a reputation management crisis plan already in place means you’ll know how to respond when negative comments are published. Your plan should include who is responsible for dealing with the crisis, what steps you should take and what guidelines to follow. Frontline staff who use social media should also be educated on this issue.

Keep your eyes open

In order to know if anything unsavoury is being said about you on social media, keep a watchful eye on various sites on a regular basis to monitor any potential threats to your good name. Timing is of the essence when a social media crisis erupts, so being at the ready from the first negative outpouring is crucial. There are various tools you can use to monitor when your brand is being mentioned online, so it’s worth investigating these as part of your crisis prevention strategies.

Respond quickly

As soon as you spot a negative slur about your brand on social media, never ignore it in the hope it will disappear. Respond immediately. Even if you don’t have an instant solution to the problem, at least acknowledge the comment and reply by saying you will look into the issue.

Avoid a slanging match

Even if the negative comments you receive about your business are unjustified or the person who made them is in the wrong, avoid going on the defensive and never get into a slanging match. Social media is like a global stage, so it is imperative to retain your dignity and professionalism at all times. It may seem strange to write an apology if you know you haven’t done anything wrong, but it will show that, either way, you care about what your customers or followers think. Obviously, if the negative comments are valid, it’s also important to accept your mistakes and take full responsibility. Never lie, as you will risk being regarded as an untrustworthy brand.

Keep communicating

You can help to redeem your good reputation by showing that you take negative comments seriously, and are committed to finding a quick but suitable resolution. If you need time to investigate any negative allegations, it’s important that you remain transparent and keep your social media followers informed of the proceedings, so that they feel they are being kept in the loop. 

Even if you have no updates to give them, let them know that you’re still doing your best to resolve the situation. Open up a dialogue with your social media followers, if necessary, so that they can ask questions and feel that they are not being ignored during this crisis.

Be careful about what other things you post on social media during this time, however. Your followers may get annoyed if you publish anything that may be deemed insensitive or controversial to the specific crisis. Equally, if you need time to investigate the complaint posted on social media, but continue to churn out lots of content, it may look like your priorities are in the wrong place.

Learn from the experience

Hopefully, you’ll quickly find a satisfactory resolution to the social media crisis. How you communicate this is just as important to the actual solution you provide. Although a social media crisis can be detrimental to your brand reputation, if you handle the situation effectively and show your professional, caring side, you can limit the damage caused, and may even be able to turn a negative situation into one that can enhance your brand image.

The vital factor following a social media crisis is to learn from the experience, so you can understand what the challenges were that you faced, and how you would handle them better or differently, if you find yourself in that situation again.

5 ways to use Twitter to build your business

Social media is an effective marketing tool for any business and the good thing about it is that it can be completely free of charge. If you want to grow your business, it is imperative to have a strong social media presence and to use it effectively.

Twitter is one of the most popular social media platforms for business use and with over 300 million active users per month, you have many potential customers at your disposal. As with any social media platform, it is important to develop a strategy to use it to your full advantage. These are some of the most effective ways to use Twitter to build and promote your business

1. Effective profile

Unlike many other social media platforms, Twitter has a restriction on how many characters you can use, so it is important to ensure you use these wisely on your profile. Your profile should explain what your business is and should be brief and to the point. You should incorporate hashtags into your profile, as this is the way in which people will find you. For example, if you are a plumber, you should use #Plumber somewhere in your profile, as well as your location. You should also have a link to your website on your profile. It is thought that people react more to a personal photo than a business logo, so it is a good idea to upload a friendly but professional looking image. This makes people feel like they are talking directly to someone, rather than just a company profile.

2. Follow relevant people

When you start your journey on Twitter, you should think carefully about who you want to follow. For example, who are your potential customers and what location are you working in? If you are offering a trade, such as window cleaning, you will only have the means to travel a certain distance, so it is important to only aim for customers within this region. On the other hand, you may offer a service which can be suitable for anyone in the world, such as copywriting, so in this case, location won’t be an issue. Take some time to work out your target market and follow accordingly.

Other useful people to follow include business partners who may be able to support your business and local networking groups. It is also useful to follow competitors, as you can find out what they are doing and gain access to their followers, which are your potential customers. ManageFlitter is a useful tool as it allows you to perform advanced searches based on bio and location, so you can follow the most relevant audience. At this stage, don’t worry too much about who is following you, as this will build up in good time. It is also important to take it slowly when following people, as you could be penalised if you follow too many at the one time.

3. Useful content

The best way to gain followers is to ensure you post regular and useful content on your Twitter page, while making use of relevant hashtags. Many business owners don’t have the time or resources to do this every day, so in this case, it is best to look at professional social media marketing assistance. The content you post should be relevant to your business and it should not just be self-promoting. Some ideas for content include your blog posts, podcasts, any interesting news about your business and articles relevant to your business. You should aim to tweet on a daily basis, although two to three times is far more effective. It can be tempting to tweet more than this, but this can become annoying to your followers, especially if you are constantly self-promoting. You should make use of images too, as these are well known to attract followers.

4. Interact

It is simply not enough to just follow people and post content, you also need to interact with your audience. This can be a really useful way to gain followers and attract business. If you receive messages or comments, make sure you respond to these. If you find anything interesting, always retweet it as it makes it look less like you are just using Twitter for the good of your own business. You should aim to help others with their business too and this can be achieved through retweeting. If you help others, they will help you.

5. Ask the audience

There is always something new to learn when you run a business, so don’t be afraid to ask your followers some questions. This can be a good way to develop relationships and it will also help you to improve your knowledge and understanding. You may be able to find out about useful networking in your local area and find out what others are doing to promote their business, simply by asking questions.

5 things you need to know about building a personal brand

Building a personal brand has never been more important. Doing so means that your skills and personality will transcend your current role or company and exponentially increase your individual value. It can be difficult to know where to start but here are the top 5 things I think you need to know about building your personal brand. 

1) Only you can be you

There is only one person on this planet who can fully master the unique art of being you and that’s you. Whatever your business is, there are likely to be lots of people who are experienced and efficient in that area but you are the only version of you doing it. That is what makes you different, makes you stand out and makes you totally and utterly essential. The key to achieving success is being totally indispensable and having a personal brand that plays on all your quirks and nuances.

2) Start putting content out there – immediately

It is all too easy to put things off and endlessly procrastinate. We wait until we’ve got the perfect blog design, the perfect number of followers on Twitter, the perfect picture to post. And that’s all well and good until it stops you actually ever hitting publish. Make a site you’re happy with, create your social media channels and just begin. As long as your site is clearly laid out and easy to read, you can worry about all the rest of it later and tweek as you go. 

At the end of the day, however pleasing on the eye, a beautiful template isn’t what keeps people coming back day after day. What keeps them coming back is your content and even that doesn’t need to be perfect to begin with. Go to any of your favourite blogs and find their oldest post. The chances are it’s a mere skeleton of the fantastic material they’re producing today. And that’s fine. Your blog will grow and so will you but for that to happen, you must begin. 

3) Build relationships online and make friends

When you follow other big names on social media, it can seem like everybody in a certain field knows each other and to some extent that’s true. The door isn’t closed though and actually you will be surprised how friendly and welcoming other bloggers and influencers are. Start off by chatting with others who have an audience of a similar sizes to where you are at currently as they will likely be just as keen as you are to make some connections. It doesn’t need to be over the top; just follow people, like their stuff, comment when you have something valuable to say. Over time you will realise the people who you click with online and those relationships will form organically. 

4) Attend events and meet people

In a similar vein to the above point, seek out events that others in your field are likely to be attending and make sure you sign yourself up. The old adage of it not being what you know but who you know does often ring true, but luckily it is so easy to get to know people. Especially if you live in a city, you will find that there are so many different seminars, meet ups, talks and activities going on pretty much every single night of the week. You simply have to put yourself out there, say hello and make yourself available. Don’t be shy about your business interests and aims. You never know what opportunities might crop up as a result of that person you met at that talk at the local business centre last Tuesday.

5) Guest blog and speak at events

The real key to success is getting your personal brand recognised outside of just your own channels and there are lots of ways to do this. Get in touch with other blogs you love and ask if they would be interested in receiving a guest piece from you. You can then link to these from your own sites, really increasing credibility. Seeking out local speaker events or any groups that may be looking for speakers is a great idea too. Think Rotary and Lions clubs etc, or even schools. This is a really proactive way to share your story and network simultaneously, and if you are good at it and enjoy it, you might even be able to make some serious cash out of public speaking somewhere down the line.

How to manage social media marketing effectively

Social media has opened up a wide range of new opportunities in marketing, allowing businesses to reach consumers directly at a wider and cheaper rate than ever before. The vast majority of people, including your potential consumers, engage in at least some form of social media, be it Facebook with 1.7 billion monthly active users, Snapchat with 150 million daily users or Twitter with just under 140 million daily users.

Here are a few handy tips for how to manage your social media presence effectively and get your message across:

Unique selling point

The advent of social media has provided great opportunities not just for businesses, but for consumers as well. The vast platforms which engage you with millions of potential clients also place these same clients in contact with your competitors. In order to have effective social media marketing you must be clear about what makes you different. What gives your company an edge? Why should the consumer choose you?

By identifying and highlighting your USP, you should also get a clearer idea of who your ideal customer base is, as one of the challenges which comes with the overwhelming scale of social media is finding the small minority of users who would benefit and be interested in your product. As Peter Drucker says: “The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself”.

Clear message

Once you know what your USP is, we must make sure the consumer does too. Therefore focus on clear, sharp messages which quickly educate and engage people with what your company is offering. Your advert will be one link in an ever-scrolling feed, so you must work rapidly to get your message across. This is particularly important on Twitter, with its restrictive character count, allowing you only to describe a bitesize version of what you do and offer. 


Your business will probably engage in a range of social media activities, and it’s essential that across different platforms you remain consistent, both in the content of your message and in how you put this message across. Not only will this make your business look more sleek and professional, but it will allow users from one platform to find you more quickly, promoting loyalty, and also increase more general brand awareness in the wider community.

When it comes to getting across your message, also decide what kind of account you want to be. You might want to be simply descriptive in how you advertise your business, or you might decide to use GIFs or images and create a more relaxed or humorous page intended to appeal to your consumer base. These different approaches are all equally valid, but once you have decided how you wish your business to come across, consistency is key. A consumer who joins because of informational posts about your latest products will quickly disengage if you change tactics and Tweet jokes instead.

An effective way of promoting consistency is by utilising a hashtag across all platforms, which has the additional benefit of allowing you to search all posts about your business, giving you immediate feedback from your customers on how they feel about your business and your product. Positive feedback will allow you to see where you should be focusing advertising in the future, whilst negative feedback could be addressed directly by messaging or Tweeting the user themselves to address their grievances. This will help save a customer that could have otherwise been lost, but also puts out some publicity for your business to attract new customers.

Cross-platform engagement

Just as you will be active across different social media outlets, so too will your consumers. An easy way of increasing traffic and engagement with your pages is to put clear links to your other accounts across all of your profiles. This can be done simply by placing hyperlinks in the description of your business, or more actively by Tweeting links to a Facebook video or posting Instagram photos on your Facebook page, for example.

Consumer involvement

The fantastic thing about social media advertising is that it turns what was originally a one-way dialogue into a conversation, and one of the most effective ways of engaging consumers with your social media is by bringing them into the process. This could be done through a Facebook giveaway where all users who share a post are entered into a draw, or by asking happy customers to tweet photos of themselves using your product or to describe, using a unique hashtag, why they choose you.

3 Ways To Use Social Media To Promote Your Blog

Every company knows how important having a blog is for marketing purposes. Engaging, insightful content can help to increase traffic to your site, and readers will regularly return for more. Once they come to trust and believe in your brand, readers will be more likely to buy your products or use your service. Investing time and effort into producing valuable content can also boost your authority in your field.

Yet sometimes, uploading a weekly blog on your website isn’t enough to generate a lot of traffic. Followers on your Facebook and Twitter pages may not necessarily check your site on a regular basis, so you need to actively promote your blog on social media. Here’s how to do it effectively.

1. Entice people to read your post

It’s not enough to simply share your blog post on social media and expect people to instantly want to read it. After scrolling past countless posts a day on their news feed, they will automatically ignore anything that isn’t remotely interesting to them.

Get their attention by addressing an issue you believe your target market will be able to relate to, and point them towards your blog for the solution. Use a video or a thought-provoking image to maintain their interest. Remember that your followers are more likely to read, like, share and retweet your blog post if it genuinely benefits them.

2. Reshare and retweet

Once you’ve shared your blog post on social media, that doesn’t mean you can never share it again. Although some followers may see the same post more than once, multiple shares give those who didn’t see it the first time an opportunity to do so.

Sharing more than once can have several benefits. As Kissmetrics explains [], the combined number of clicks generated from the second and third shares will likely more than double the number of clicks you receive altogether.

3. Form relationships with influencers

Although it may take a while, forming solid, meaningful relationships with influencers will eventually pay off. Start by following them on social media, and engaging with their blog posts to get yourself noticed. When they come to recognise your expertise, they will begin to read your blog and share it with their own followers. This not only increases your followers, but also your authority in your niche.