Tag Archives: seo

Social Media Success for Businesses

keysWhether you have a small or large business, creating a sound social media strategy to meet business objectives is important. In a recent post, Shel Holtz points out that Chaos is Not a Strategy. He outlines three types of social media: organic, programmatic, and campaign-based.

I’d like to expand on these three categories and offer possible success metrics for each.

Organic social media — This type of social media originates from dedicated fans or employees and is focused on building relationships. Success metrics should be based on level of engagement and participation.

I think organic social media can also cross over into programmatic or campaign-based when you ask employees to share particular offers or information to their fans or followers at particular times.

Programmatic social media — it’s a specified activity to meet business results. It’s not just creating a Twitter account to build fans, but creating an account like @DellOutlet to increase sales. Or, it’s using Twitter as part of your overall customer service response strategy because your goal is to serve customers where they are. Success metrics should be aligned with the business objective. For example, if the goal of your strategy is to increase brand visibility, then one metric I would include is organic branded-term search results.

RSS Feeds or content that is syndicated can be considered a type of programmatic social media. Often, the success metric associated with this type of social media is number of subscribers or reach. However, if you have the type of company that offers location-based deals, then part of your social media strategy to increase sales could be to provide geo-targeted content that includes location-specific offerings via RSS feeds. It’s not necessarily sexy, but you could be providing information to your customers the way they want to receive it because they are opt-ing in to receive it.

Campaign-based social media — For example, back in 2008 we created a series of 8 educational and entertaining podcasts that were syndicated on various media channels for a set period of time. Success metrics for this type of social media should have some aspect of participation or engagement measurement (after all, anything else would more closely resemble a banner campaign), but when working with traditional media companies, impressions and click-throughs will still be some part of the success metrics and likely determine the cost of the campaign.

I’d argue that any best-in-class social media program needs all three types of social media, but as Shel states, any social media strategy needs to have people who are coordinating efforts. A few dedicated employees can bring more visibility and necessary protocols to a program, and a paid-campaign can help launch a program with well-defined success criteria. However, that’s not to say that programmatic social media will automatically be successful if you bring enough organic attention or paid campaign-based activity to it.

Yet, all of the different types of social media can, and should, have specific success metrics associated with it. Otherwise, you’ve just a bunch of keys without knowing which devices they go with.

Web 2.0 Conference Notes

I attended the Web 2.0 Conference last week in San Francisco. Over the next few posts, I’ll try and upload some of my notes for you from the Web 2.0 marketing sessions I attended.

One of the Tuesday workshops I attended was SEO From Soup to Nuts, by Stephan Spencer. Stephan is president of Netconcepts, writes a column for Search Engine Land, and his blog is Stephan Spencer’s Scatterings.

SEO has become one of my interests over the past few months because a good SERP is one of the ways that I’m measuring the success of the various social media marketing projects I’m working on for Allstate.

Stephan held everyone’s attention. I’ve only been following the SEO buzz for a short time, but everyone listened to hear what the secret sauce is to getting good search engine results on Google. I’m sure there are a few secrets, but from everything I’ve read and heard, it really comes down to basic concepts like publishing good content, using good keywords and at the right keyword density.

Stephan pointed out the right keywords are ones that are relevant to your business and popular with searches. There are a number of good SEO Tools available to help you see your site the way a search engine would and to refine your keywords.

SEO Tools
Some of the tools mentioned include:
Google Suggest
Yahoo Search Assist
Woodtracker (subscription)

Much of the talk focused on keys to pagerank such as getting your site fully indexed, making sure your pages are visible to crawlers, and building good inbound links.

Please update your links for m2h blogs.
Speaking of building good inbound links, would you please check your links for me and make sure they’re still working? My site at “mwrites” died a while back because of problems with a domain host.

But back to the topic at hand — did you know that the length of time your domain is registered for is one of the ways authority and longevity is determined? I don’t know that it’s a major factor, but it was one of the things mentioned.

Stephan’s Top 3 Tips
1. Content – write good content
2. Architecture – publish flatter (1 level down better than 5)
3. Links – build inbound links with good authority

Another tip Stephan gave was how to add good anchor text to your website links on LinkedIn. it’s easier than you think to do, but it was a great final remark he gave as “homework.”

Are you on LinkedIn? View my profile and add me as a contact.

View Marcia Hansen's profile on LinkedIn

More to follow.