Tag Archives: Social Media

Boost Your SEO with Social Media

Leveraging social media for SEO purposes was a hot topic of conversation at last week’s Pubcon conference in Las Vegas.  And this latest eMarketer report confirms it.  71% of respondents are using social to improve search.

Nearly 71% of respondents said they use social media as part of their SEO strategy. Social media marketing can be an excellent driver of content visibility, by helping to keep content fresh and abundant, and also by increasing the number of inbound links a site receives.

Social isn’t just about connecting with existing customers.  Google and other search engines love blog content, and sharing on Twitter and other sites can build valuable inbound links that give your content the juice they need to get to the top of the search engine results pages.

When you’re using social media for business think about what you want to be ranked for in Google and sculpt your blog content and sharing around those goals.  Look at the top trafficked keywords in your industry by using the keyword suggestion tool, WordTracker and Google Suggest.

Then create things like infographics, videos and compelling blog content will create the natural links that Google loves, helping you reach new customers who are searching on Google.

Here’s what other SEOs are up to, trying to improve search.

SEO activities

via Search Marketers Tap Social to Boost SEO – eMarketer.

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Social Business Means Redefining What Business Is

Brian Solis talks about the bigger social business opportunity that is ahead of businesses and social media professionals:

When you look behind the scenes, you actually see more duct tape and rubber bands than fluidity and polish. Business units are still siloed and even the chief executives have gone on record saying that the acts of engagement do more for the company’s PR than it does for the improvement of products and services. Just look at your favorite social media source and you’ll see an endless array of examples of how brands are succeeding in social media. Again, most of them are basking in the brilliance of individual victories, some are actually breaking through the internal barriers that prevent collaboration, and others are simply stunts designed to spike conversations, sales, and PR. Nothing wrong with it…especially if it work as intended.

You and I are here together, right now, to do something greater. It’s up to us to lead the way for the socialization of business, understanding that it’s an uphill journey for the foreseeable future. But in the end, our experience and triumphs are unparalleled.

What Brian is talking about here isn’t social media marketing.  He’s talking about redefining what it means to be a business. It’s an ambitious vision, but has a few nascent successes that point to what could become the new corporate structure (Zappos comes to mind, 37 Signals, etc.)

For as long as the corporate entity has existed the model has been command and control.  Ground troops up on the front lines taking orders from well heeled Generals sipping tea well back from the front, who are ordering air support via massive branding campaigns on television, radio and print. All in an effort to convince the public that their product was just a little bit better, cheaper or faster.  And this worked well, for a long time.  But not any more.

With today’s connected, real-time landscape, business leaders and brands are in the thick of it.  They’re being pulled in every direction, flanked by conversations, complaints, kudos, competitors and their own internal chaos as they try to respond to the changes in the way business gets done.  And respond is all most have been able to do.  Not think, not plan, not leverage. Merely react.  Often these knee-jerk reactions are head-in-the-sand denials. Across the country there are conversations going on that start like this “Maybe we should just kill our Facebook presence,” because these leaders and brands aren’t fairing well in this new reality.

And even those that choose to engage in this new arena, as Brian points out, are doing it via smoke and mirrors, not necessarily through any enlightened state of corporate prescience.  But hey, if you’re one of the brands that hit the jackpot in connecting with customers online; well, by all means, don’t leave the girl you brought to the dance.  However, it’s important to understand the distinction between achieving success with social media marketing and reconstructing your business based on this new world order.

The marketing changes wrought by social media platforms have been hashed over ad nauseum for the last few years.  Most socia media successes can be boiled down to tactical executions of providing customer service and compelling experiences on the social web.  And that’s all well and good and interesting.  The evolution of marketing from spray and pray, one-size-fits-all messaging to actual conversation is welcome indeed; but in order for businesses to fully leverage the changes afforded by the social web they must embrace this new reality outside of their marketing department.  And that’s where I think Brian gets it right.

It’s not about redefining your message, it’s about rebuilding your company.  Breaking down command and control, creating better flows of information capital, creating more authentic and meaningful customer experiences and touchpoints, and empowering employees to put in their best to work for the business and customer every day.

This transformation starts when the business owners realize that the game has changed, that they in turn need to adapt.  Businesses must be willing to flip the megaphone around and put the wide end up to their corporate ear.  And then do something with the data to rearchitect their fundamental infrastructure to better serve the market. Because it’s not enough for a company to come up with the Old Spice Man campaign if customer feedback isn’t driving product development.  It’s not enough to launch a Facebook page when you’re customers are all active on a BBS somewhere.  It’s not enough to have branding, product, customer service, loyalty, global marketing, product teams, etc. all off experimenting with Twitter; when what’s needed is leaders who can to drive the new social way of operating on the Web through the organization to create a new way of thinking about delivering value to the market place.

A favorite metaphor for corporate dysfunction and disorganization is that the left hand isn’t talking to the right hand.  Well this problem is amplified by the challenges created by a real time, messy, loud market place full of demands.  And if organizations insist on relegating social media to the PR/customer service silo, without truly embracing the power it can bring them in terms of insight, innovation, customer and employee satisfaction and bigger and better shareholder returns, than the vision of social business is left unfulfilled, and we as champions of the space will have come up short in our mission to change how business is done.

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Tim Wu, Author of The Master Switch Sees Deja Vu with Google’s “Do No Evil” Pledge

In a Q&A with the New York Times, author Tim Wu discusses Google’s “Do no evil” mantra and its uncanny resemblance to a similar pledge made nearly 100 years ago.

In the 1910s, AT&T promised the American public that they would do no evil. Their president, Theodore Vail, turned to the government and the American public and he said we are a public utility and our duty is to the American people before profit. In there was the grand bargain that we keep making between the great information monopolists and the American nation. AT&T was the 1910 counterpart to Google’s pledge to do no evil

via One on One: Tim Wu, Author of The Master Switch – NYTimes.com.

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Taking Back the Word ‘Friend’

The word friend has been bastardized by social networks. From Tom at MySpace (your first MySpace friend, remember?) to the friend requests you get daily from people you never meet; we’ve changed what it means to be a friend.  It’s a shame we don’t have a better word for it – LinkedIn comes close with ‘connections’ – because true friendship, as this article argues, is not about collection (how many friends do I have?) nor about gain (am I friends with Chris Brogan? and what can he do for me?) but of a more enriching relationship steeped in the past of shared experience and built on a blurred sense of self.

It may be reassuring to look at Facebook and see your 700 friends, but how many of them will come sit by your side incapacitated in the hospital?  The article, and I, both suggest that this latter number is the more important and most fulfilling.

Friendships worthy of the name are different. Their rhythm lies not in what they bring to us, but rather in what we immerse ourselves in. To be a friend is to step into the stream of another’s life. It is, while not neglecting my own life, to take pleasure in another’s pleasure, and to share their pain as partly my own. The borders of my life, while not entirely erased, become less clear than they might be. Rather than the rhythm of pleasure followed by emptiness, or that of investment and then profit, friendships follow a rhythm that is at once subtler and more persistent. This rhythm is subtler because it often (although not always) lacks the mark of a consumed pleasure or a successful investment. But even so, it remains there, part of the ground of our lives that lies both within us and without.

via Roberto Greco’s Delicious Feed & original article: Friendship in an Age of Economics – Opinionator Blog – NYTimes.com.

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Join Me at the OC Register’s Social Media Day

I have the pleasure of joining a ton of talented folks for a presentation for Social Media Day on June 30th, hosted by the Orange County Register.  Come out and join us, have some great food and learn a thing or two about how you can put social media to work for you.  I know I’m excited to learn a few things.

Check out the full post for the schedule.  I’ll be speaking on “Leveraging Online Video.”  From the OC Register’s site:

You may also want to take part in a new summertime tradition taking shape on Wednesday, June 30: Social Media Day. Mashable, which covers social media trends and innovation, is initiating nearly 450 group discussions or “meetups” in 74 different countries, including one right here in Santa Ana, to celebrate the many ways our world is becoming more social.

The Orange County Register has invited some of OC’s foremost social media experts to speak at a meetup during the first-ever Social Media Day (June 30) at its headquarters, 625 N. Grand Avenue in Santa Ana,  from 3 p.m. to 6 p.m. If you are utilizing social networking to connect yourself or your business with communities of interest, you won’t want to miss this event. The event is free and open to the public.

via The Register to host June 30 event celebrating Social Media Day.

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We Spend Almost Half Our Time Looking at Content Online

A cool infographic on what we do and how we spend our time online.  If we spend half our time looking at content and only 22% of our time on social networks it seems like as marketers we should be focused more on creating great content and less time trolling socnets for business leads.  IMO.

how we spend our time online

via: How the World Spends Its Time Online [Infographic].

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That’s G: Gatorade Gets Social Media

Gatorade Mission ControlGatorade has planted a stake firmly in the social media realm, putting its social media monitoring and engagement at the heart of its marketing department, launching Mission Control. Mission Control is Gatorade’s listening and engagement center where it monitors brand mentions and conversations in social media space. It also lets the brand see which websites, landing pages and online marketing efforts are performing better than others-letting Gatorade extend or shut down campaigns depending on how sentiment and other KPI’s are doing for given opportunities.

An impressive effort to be sure, and one that more brands will follow as social media becomes core to their understanding of how their brand is performing with their target audience. Whether it’s a physical space or not, expect more brands to make social media monitoring a core part of the daily dashboard showing the health of the brand, market or business. So the question becomes, what are you doing to monitor the health of your business online?

From Mashable’s article on Mission Control and its ROI to Gatorade:

On a day-to-day basis, Gatorade’s tools are also being used for more conventional marketing tactics –- like optimizing landing pages and making sure followers are being sent to the top performing pages. As an example, the company says it’s been able to increase engagement with its product education (mostly video) by 250% and reduce its exit rate from 25% to 9%.

Below is Gatorade’s video about the new Mission Control:

Read more:

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Facebook 5th Largest Video Site

Image representing Facebook as depicted in Cru...

Image via CrunchBase

Techcrunch reports today that Facebook has quietly become the 5th largest online video destination on the Web, tripling its video views over the past year.  Facebook has always been an important video destination in my opinion, because video is a powerful social object that can be extremely effective in social media optimization (SMO).  In fact, some spot data analysis I’ve done on my own news items shows that video posts to Facebook on average  receive more comments and likes than text and photo posts to the stream.

Couple the huge user base with a growing affinity for video content and video’s affinity for EdgeRank and there is no reason to think that Facebook will go anywhere but up when it comes to its importance as a video sharing and viewing site.

From Techcrunch:

Facebook is climbing the rankings fast enough: comScore pegged its number of unique U.S. viewers at 13.3 million in April last year, so that means its viewership more than tripled in a year, according to the audience measurement firm.

Thus, Facebook has quietly nestled itself in the number 5 spot, just behind Yahoo Sites, Fox Interactive Media and Vevo. According to comScore, Facebook videos currently draw a bigger audience than known names like Microsoft, CBS, Hulu and Viacom.

via And Now For Facebook’s Next Trick: Video.

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Social is the future

I love this quote from Facebook’s Bret Taylor on the future of the social web. I think he’s right.  The products that will win in the future will be able to help us extract value out of our relationships in a variety of ways to improve our experiences online and off.  And, it’s early days.

Bret Taylor of Facebook

One thing that Mark and I have talked a lot about is how the services that will be the most successful in the future will be ones that are built with social functionality in mind from day one. That’s what we’ve seen with the gaming industry. My favorite game growing up was Sim City. If you were to build that socially, you’d make all these changes — neighbors would make a difference, you’d build cities that are competitive to your friends’ cities. Social experiences in products can create an immense amount of value. Products like the Wii took something that was previously solitary and made it fun by involving family.

Photo and quote via Q & A: Facebook’s Bret Taylor on privacy, the transition from FriendFeed | VentureBeat.

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