Blogging and Social Media in your business
Social Media Wikipedia Definition: Social media is an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and "building" of shared meaning, as people share their stories, and understandings.
Social Media Boil it down. A Simpler Definition: Communication Formats Publishing User Generated Content That Allow Some Level of User Interaction
Social Media Some Common Features • User Accounts • Customizable • Friend Lists • Built-in Interaction (Not all found every time) • Easy to Add Content • Public & Private Content • RSS Syndication • API’s
Social Media Example Sites News Digg, Reddit, Netscape, Newsvine, Shoutwire Bookmarking De. licio. us, Furl, ma. gnolia, Spurl Networks My. Space, Facebook, Linked. In, Live Journal, Yahoo 360 Photos Flickr, Picasa, Photobucket, Image. Shack, Snap. Fish
Social Media Example Sites Video You. Tube, Google Video, Seesmic, Joost, Revver Microblogging Twitter, Tumblr, Pownce, Jaiku, Spock Miscellaneous My. Blog. Log, Stumble. Upon, Wikipedia, Slideshare, Last. FM Savannah. Now, Evoca, Odd. Podz, Balaya
Social Media Can Help Business Potential Benefits of Sound Social Media Strategy • Increased Web Traffic • More Inbound Links • Build Brand Awareness • Improve Customer Loyalty
Social Media Can Help Business Potential Benefits of Sound Social Media Strategy • Sense Market Changes More Rapidly • Earlier Problem Detection • Relatively Low Cost • Integrates with Traditional Marketing
Social Media Can Help Business Potential Benefits of Sound Social Media Strategy • Develop Word of Mouth • Reach Beyond Local Market • Executive Visibility and Leadership • Compounding Efforts Over Time
Social Media The Upside is HUGE
Blogs A Subset of Social Media Simply a Web Site With Special Characteristics (Much MORE than Just a Diary)
Blogs Blogging Software Designed to Make Web Publishing Simpler For People with Modest Technical Abilities
Blogs Some Common Features • Individual Posts • Reverse Chronology • Comment Sections • Low Cost • Easy to Add Links (Not all found every time) • Easy to Add Photos • Audio or Video Possible • Highly Customizable • Public or Private • RSS Syndication
Search Engine Authority Search Engines’ Business is Producing Relevant Results Their Competition is Always Just a Click Away Their Search Algorithms are Closely Guarded Corporate Secrets
Search Engine Authority The Big 4 Factors Age of the Domain How log ago was the domain (URL) created? All else being equal. . . A web site that has been around for 5 years will be seen as more of an authority than one 5 weeks old, and get ranked higher as a result. Older Domain = Higher Search Rankings Cannot be controlled.
Search Engine Authority The Big 4 Factors Page Depth Number of web pages on a given domain (URL) All else being equal. . . A web site with 1, 000 pages will be seen as more of an authority than a web site with 5 pages, and get ranked higher as a result. More Page Depth = Higher Search Rankings
Search Engine Authority The Big 4 Factors Inbound Links Number of links into domain (URL) from other sites All else being equal. . . A web site with 5, 000 inbound links will be seen as more of an authority than a web site with 5 inbound links, and get ranked higher as a result. More Inbound Links = Higher Search Rankings
Search Engine Authority The Big 4 Factors Regularly Updated Content New content being added to domain (URL) All else being equal. . . A web site that is updated several times a week will be seen as more of an authority than a web site with that hasn’t changed in 4 months (or 4 years!) and get ranked higher as a result. Regularly Updated Content = Higher Search Rankings
Search Engine Authority The Big 4 Factors • Age of the Domain • Page Depth • Inbound Links • Regularly Updated Content More Big 4 = Higher Search Rankings
Hold Blogs Up Against The Big 4 Factors o. Age of the Domain Fixed – Platform Irrelevant üPage Depth Every Blog Post is a New Web Page üInbound Links Blogs Make Linking Easy & Attract Links üRegularly Refreshing Content Blog Posts & Comments Add Content
All Else Being Equal… A Properly Implemented Blog Will Outperform a Traditional Static Web Site In the Search Engines Every. Single. Time.
Social Media Example #1 When Things Go Horribly Wrong Old Media Approach to a New Media Problem
Social Media Example #2 Engaging the Twitter Community
Zappos CEO Active on Twitter
Publicly Capture all @Zappos Tweets
325 Zappos Employees on Twitter • Actively Engaging • Multiplying Efforts • 325 Different Circles of Influence • Makes Company “Personal”
Social Media Example #3
jet. Blue Crisis Response via You. Tube
jet. Blue Engaging Twitter Community
ON Traveler Mentions jet. Blue on Twitter @jet. Blue “Follows” Traveler Dialog Results Traveler Blogs About the Experience http: //jonathanfields. com/blog/jetblue-twitter-customer-service-or-to-spy/
ON People Like Me Read Blog Post I Follow @jet. Blue on Twitter I Tell People Like You can’t BUY that word of mouth marketing http: //jonathanfields. com/blog/jetblue-twitter-customer-service-or-to-spy/
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