Reputation Management Bloggers: 3 Ways to Craft Audience Profiles


Choosing reputation audiences

Let’s pretend for a moment that you’re compiling a reputation management program, and you’re planning to write up a blog once per week, filled with fantastic keywords that will make you or your company look great.

Hey, ORM newbie: You’re on the right track! But there’s one more thing you simply must do. Create an audience profile.

Understanding the ORM Benefits of Audience Profiles

The web is stuffed to the gills with blogs just like yours, and if you’re dealing with a reputation management attack, you’re probably trying to out-rank other blogs that have the very same keywords.

That means your SEO techniques need to be spot on. You’ll need the bots to know what your page is about and why it matters.

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But it also means that you need to capture readers who will dive into your page and stay there, eagerly reading every single word you wrote.

An audience profile can help. This cheat-sheet can spark your writing excellence, as you’ll know just who you are trying to reach with your words. And if you do it right, you’ll have a better chance at ORM dominance.

Think of it this way: With an audience profile, you will create content that is simply designed to be compelling. And that means this is content that is much more likely to be read. So when Google bots plow through your site, you’ll have popularity scores on your side. Your bounce rate will go down, and your share rate will go up.

So when people search for those nasty reputation keywords, your site will come up first. That could make the original attack less effective.

It’s a win-win!

Audience Profiles in 3 Steps

Creating audience profiles is a relatively easy process, but it does involve a little research and planning. Here’s how to do it.

Step 1: Who do you need to influence?

A reputation attack can be pervasive, touching almost every single aspect of your life. But chances are, there is one specific type of reader that absolutely, positively must have a good impression of you and what you can do. That might be your:

  • Current clients or employers
  • Family members
  • Neighbors
  • Legislators

Dig deep into the attack and think about what specific type of person needs to hear your side of the story in order for you to achieve a real recovery. If your company revenues are dipping, your clients might need to grab your focus. But if you lost a job and need a new one, employers might be more important.

Once you have spotted the group you most need to influence, you have the start of an ORM audience profile.

Step 2: What do these people read and/or enjoy?

Once you have an idea about who you’re planning to talk to, start digging in with the research. Log on to your social site of choice (Facebook or Twitter are my go-to tools here), and pick one or two people as representative samples. Read the articles they like, link to, or share. Scour the pages or people they follow. Look for:

  • Writing style. Do they like things hip or structured?
  • Length. Are short pieces or longer pieces better?
  • Content. Do they like things with celebrities? Sports? Hobbies?
  • Variability. Do they look at the same things over and over, or do they branch out?

You’ll be working to mimic these pieces, so your key audience will like your blog entry. So the more notes you can take, the better.

Step 3: Grab demographics data.

As you research your key market, think about where these people fit into a demographic plan. Are you trying to reach young people or older people? Do they live in cities or on farms? Do they have kids or do they have grandkids?

These are questions that can help you to think up innovative blog topics that still contain your keywords. For example, if you know that your readers are parents, content that discusses children or has photos of children is likely to be better received than content without kids. Demographics can illuminate those paths for you.

Using Your Profiles for ORM

With this information in place, you can come up with an editorial plan that can reach your key influencers in no time at all. You’ll know what they like to read, and chances are, you’ll be able to mimic those pieces and reach the people you’d like to reach. And you’ll know how to write in a style that they find compelling, so you won’t irritate them with your blog entries.

Some writers pull their notes into a storytelling document. They might give their ideal reader a name, a backstory and a list of likes and dislikes. Others use charts and graphs for the same data. My advice is to keep the information to about one page, so you’ll be inspired instead of overwhelmed.

Before you blog, read your notes. And do the same before you hit the “publish” button. Anything that doesn’t seem quite right for your audience probably shouldn’t be published.

So that’s it! If any of you have other tips about audience profiles, I’d love to see them in the comments.

Image credit: Nenetus via

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It’s Pay To Play! Instagram Profiles See A Dramatic Drop In Organic Growth And Engagement


Since our last Instagram Growth And Engagement report, the platform has announced 400 million active users. More than 75% of these live outside the US. Of the latest 100 million users to join the platform more than 50% are from Europe and Asia. Brazil, Japan and Indonesia are three of the highest growing countries on Instagram.

This is truly a great achievement for the Instagram team. For social media marketers and others working on Instagram the trend is not so positive. With 400 million monthly active users and more than 80 million photos posted per day it is becoming very difficult to get organic growth and engagement on the platform.


We looked at 2,500 Instagram profiles and their numbers in September 2015. Let’s take a look at what we discovered.

Decline in organic follower growth and engagement continues

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The follower growth of these 2,500 profiles was at 0.25%. The engagement per post was at 1.76% of the audience.

These are the two key metrics for social media marketers on Instagram and both have seen a drastic decline since we started measuring these numbers in April 2015. There was a bit of a resurgence in August but September was back to the negative trend. Just look at these numbers:

Month Follower Growth Engagement April 1.95% 2.8% May 1.48% 2.61% June 0.49% 2.14% July 0.34% 2.12% August 0.56% 2.25% September 0.25% 1.76%

This naturally brings us to the conclusion that Instagram has now joined Facebook in being a “pay to play” platform. If a brand wants to grow their presence on Instagram a budget is needed to be spent on advertising. Same for engagement. If you want more people to see your posts you need to spend money.

Instagram is pay to play

Good news is that Instagram advertising is now available and open to all. The ads platform leverages all the best aspects and features from Facebook’s ads so if you’re already doing ads on Facebook you will be very familiar with ads on Instagram too. Instagram has announced that they are seeing “significant demand” for ads, particular in e-commerce, travel, entertainment and retail.

Some early numbers from a selected number of partners shows that the click-through rate on Instagram is 1.5% compared to the 0.84% on Facebook. The average CPM is reported everywhere from $ 3 to $ 6.29. Videos cost as little as 2 cents per view. A view counts when the video has been seen for at least 3 seconds, exactly the same as on Facebook.

instagram ads

Portrait and landscape formats bring new opportunities

The 2,500 profiles we looked at posted on average 2.62 posts per day in September. 93% of these were image posts while 7% were videos. On average a photo engaged 1.85% of the audience while a video engaged 0.9%. Likes stood for 98.12% of all the interactions, while only 1.88% of interactions were comments.

Since our last report Instagram introduced portrait and landscape formats to the platform. Mike Krieger, co-founder of Instagram, mentioned on Product Hunt that more than 20% of all posts had white borders which helped them decide to introduce these formats officially. Early numbers from Instagram say that portrait is “slightly more popular” than landscape format.

image size

This is one way brands can try and differentiate themselves to get extra engagement. Could you experiment by posting some content in portrait and landscape formats? See how your audience reacts and responds to it. Do you get more or less engagement? Do people comment more on these?

One easy way to measure this is to tag all your content. Tag portrait posts as “portraits”, tag landscape posts as “landscape” and measure the differences in engagement rate and in number of likes and comments. There might not be any difference in the two but if there is you may be onto a winner. You can measure this manually in an Excel file.

3 action points for you

1. Compare your own Instagram profile to the 2,500 profiles we looked at in this study. How does your growth and engagement compare to the average?

2. Work on getting a budget for your Instagram activities. It is difficult to grow organically so in order to get some new followers your best bet is to get into advertising.

3. Experiment by posting a variety of content this month. From image to video. From portrait to landscape. Segment all the different formats and calculate the engagement rate you are getting for them. Anything that stands out? Doing this might lead you to making some changes to your upcoming strategy and content calendar.

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