Social media optimization is a way for organizations and individuals to
generate publicity through social networking tools like Twitter and
LinkedIn, online communities like Facebook, and automated tools like
TwitterFeed and Ping.fm. The term "social media optimization" was originally
coined by SEO consultant extraordinaire, Rohit Bhargava, the senior vice
president of Ogilvy 360 Digital Influence and author of the Influential
Marketing Blog. (Bhargava's work was so groundbreaking, Jeremiah Owyang,
another social media optimization expert, even dovetailed a few of his own
rules to the original work.)
Social media optimization is basically a way to promote your blog, website,
or even your company's brand, through social media, without being obnoxious
or overtly commercial. Sure, you can blanket sites like Twitter with "Want
to lose weight? Download my free report, '19 Ways to Lose Weight Fast'"
repeatedly, or brag about your latest affiliate paycheck, but that's not
going to get you any followers. At least none worth talking to.
Bhargava terms these people"Twankers" (people who use Twitter for one-way
broadcasts about their own greatness) and "Twidiots" (people who only tweet
insignificant things like their latest press release or what they had for
breakfast). If you're just having one-way conversations and telling people
about the minor, mundane details of your company, you're not providing any
value, and your SMO efforts will be wasted.
Whether you are an SEO consultant or you are new to social media marketing,
there are a few rules you need to follow in order to be effective. Bhargava's
five rules of social media optimization included important things like
increasing your linkability, helping your content travel, and encouraging
the mash up. To that, we would add our own four rules.
Focus on a few networks, not many. Many social media optimization beginners
make the mistake of joining as many social networks as they can, and getting
a few followers in each. The problem is you're getting 10 or 20 followers in
10 networks, rather than 400 or 500 in 2 networks. If you take this narrow
route, chances are you will attract the same followers in each one.
Find people in allied fields, not just your own, to improve your social
media optimization. Think referrals, not customers. If you're in the
financial services industry, don't just focus on finding people who need to
invest. Connect with people who can refer those same people to you, like
lawyers, real estate agents, bankers, and anyone else who has clients who
will need the financial services you offer.
Provide real value to others. Telling people how they can earn money while
they sleep, or "Lose Weight Fast!!!" is not valuable. Steering people to a
site that features recipes for people who are trying a low-carb diet, or
writing a blog post about the top three fat-burning foods is valuable social
media optimization. Refer people to helpful websites, even if they're not
your own. And don't be nervous about asking questions of your own. It makes
you look like a real person, and not just a know-it-all.
Commit to a social media optimization program for the long haul. It's not
enough to just use it a few times and be done with it. This is an ongoing
process. You wouldn't take the time to cultivate a new friend and then never
hang out with them, would you? Some of these contacts will become your
friends online. Ignore them, and you'll waste all the effort you put into
your social media optimization and developing those relationships. Remember,
social media marketing is actually about building real relationships, not
just broadcasting one-way information. That's what a TV is for.
By starting a social media optimization program, you'll accomplish two
things: 1) You'll become a thought leader in your chosen field, and 2) your
expertise will lead to more and bigger clients or job opportunities.
my motto is "Keep it simple" and "don't leave anything for tomorrow that can
be done today."
If you have any questions or comments please contact me.
Regards Gerald
Website: http://www.webcraft.ws
E-mail: gerald@webcraft.ws
Twitter: WebcraftGuru
Facebook: Webcraft Guru
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