Social Media

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As with all of Google’s updates, they come with lots of questions as to how the changes will affect SEO strategies; and the release of Penguin 2.0 was no different. What, if anything, changed for the SEO specialist? Even though the updates are intended to penalize those trying to manipulate search results by using unethical methods, honest sites have gotten caught up in the mix. This leaves everyone wondering how SEO strategies are changing and what types of methods are still effective at legitimately obtaining a higher ranking in the SERPs. Social media remains an integral part of any SEO campaign and is still important to online marketing as a whole. Actually, a social media campaign can be critical to the success of a company. It is not so much if social media should be used as part of an online marketing strategy, but how it will be used. Social media marketing can affect and support the main areas of a business. It’s more about learning how to adapt social media to meet the marketing needs of the company.

Social Media and Marketing

Online marketing is geared toward increasing traffic and visibility through generating leads. This is where most SEO strategists worry about getting penalized by Penguin as link quality is an important issue. Social media when it is used ethically can provide the exact type of quality link that Google is looking for. Links supplied by social media outlets are generic, unique and relevant so there is not a question of legitimacy. As part of a branding campaign, a company should make their original content easy to share across social media platforms. It can be very beneficial to incorporate sites like Facebook, Twitter, Pinterest, StumbleUpon, YouTube or LinkedIn into a marketing strategy. Using social sites can work almost like free advertising in that customers will do the work of sharing. Social sharing of optimized content can have a positive impact on search engine optimization as well. Social media such as blogs can be one of the cornerstones for dispensing marketing content across the web.

Social Media can Support Public Relations

The PR professional is concerned about the company’s reputation and how it is managed. They understand how social media can be at the core of building a strong fan base around a brand. This core will not only help build a brand, it will also continue to protect it. Social media sites provide platforms on which events can be posted and promoted and sites like Twitter and Facebook can be essential to maintaining community relations. There are some fancier sites like HootSuite, Google Alerts and Social Mention which can help manage the brand and target a specific audience. By using social media sites public relations personnel can share stories and comments pertaining to the brand. Therefore, public relations can be active and substantiated through the use of a social media campaign strategy.

Can social media benefit sales?

For the business person the use of social media should be prioritized because it provides the platform through which relationships are developed and maintained with the thriving online community. Sales personnel should know how to properly address social media in order to use it as a sales tool. Through the use of social media platforms, sales personnel can develop relationships with clientele. Social media can be used to find consumers with which the sales person can connect, engage and build relationships with – which is how lasting customers are made. Sales are the key to a company’s success in most cases and social media offers a platform through which business relationships can be established and maintained.

Defining the Goals of Social Media

Using social media platforms can be exciting and it is easy to overdo. A business needs to carefully choose which sites are best to use in order to meet their specific goals. Working closely with an SEO specialist can help determine which sites to spend should receive energies and time in order to reap the greatest benefit. No matter what type of business is being managed social media is just like many other business tools and must be leveraged to meet the overall goals of growing revenue, reducing costs and improving customer satisfaction. All of which social media can be an integral part when managed properly.