Archive for blogging

Blood from a stone II – Discovering the ROI within your social media campaign – The ROI of SEO (Search Engine Optimization)

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , on April 13, 2009 by mediapirate

Another way that social media can truly impact your bottom line is in terms of your SEO. To be honest, these days it’s pretty difficult and considerably more costly to manage an effective SEO campaign without utilizing social media. Social media’s power to drive SEO is actually quite incredible, and properly utilized it can assist you in minimizing your overall PPC (Pay Per Click) maximizing your organic search while building overall traffic and reach.

Social media allows you to build an incredibly strong organic search structure built on a foundation of community development. So how can social media strengthen your SEO campaign while saving you money?

Brand Engagement
Building a community around your brand is one of the best things that you can do in terms of strong SEO. By developing and nurturing a community you increase your chances for discussion and the potential of brand advocacy. This means the potential for independent reviews increasing the inbound links and dynamic content (discussed in the next points) while reaching an audience that you possibly never had access to before. The conversion of even one brand advocate can be of significant value in terms of raising your search engine ranking. Your online community build is simply the key to top rankings in the long term.

Inbound linking
As any SEO professional will tell you, inbound links (Coming from professional and related sites, i.e. good neighbors) are a great way to boost your overall search rankings. Social media can yet again help you in this regard. By linking back to your own sites from your profile and getting your social media audience to broadcast these links within their stream you not only gain immediate traffic but you develop a very strong foundation of inbound links. Granted, the nofollow tags on sites such as Flickr and Twitter can minimize the overall link value but I believe the value is still passed at a lower value. So while nofollow makes it possible to debate the link value these links do get put into Google and Yahoo’s backlink checker and nofollow still allows spiders to cache and index them. An additional way to build a strong backlink structure is by publishing RSS (Really Simple Syndication) feeds from your social media sites and submitting them to aggregators such as Ping-O-Matic and Technorati.

Dynamic Content
Social media portals such as blogs and microblogs allow you the potential to provide dynamic, ever changing, keyword dense content for the search engines to index. Providing relevant and keyword dense content to the search engines on a regular basis is a great way to make it to the top of SERP’s (Search Engine Results Pages). The more independent portals that house this content and link back to your website the better. Just make sure you have the resources to manage and update these portals.

Traffic Generation
At the mere click of a button (Digg, StumbleUpon, Reddit, etc.) you have the potential to send thousands of interested potential clients to your site or blog. If you’ve written some great content there are really good odds that by the next day you will have a decent stream of targeted traffic as well new inbound links. You really can’t pay for that sort of immediate response. A subscriber based service such as Twitter or Plurk can also be used to drive effective and targeted traffic but careful attention must be paid to avoid spamming your followers. RSS feeds are particularly useful as they are subscriber based and the XML code is very indexable by search engines.

So while SEO may not directly convert to a specific dollar figure it does bring the traffic to your door and opens up the opportunity. Social media just allows you to target your audience more precisely, engage them immediately, allow them to help you do the work of building your online brand and gauge how your money is working for you. Can you really say that about your PPC campaign?

Please feel free to ask me any questions. I would love to hear from you.

Join me next time for: Blood from a stone III – Discovering the ROI within your social media campaign – The ROI of Online Reputation Management

Is too much social media a bad thing? (Part II)

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , , , on June 17, 2008 by mediapirate

In response to a comment from my last entry (Andy in specific) – I did tweet (a post in the twitter application for those not familiar with tweets) some time ago about the ineffective use of social media and how too many social media portals has the tendency to become advertising or spam. After a number of discussions with SM professionals though I decided to investigate some of them. I ended up applying for twenty or so to see what they were all about. I quickly found I didn’t have time to manage the relationship building. I then discovered hellotxt thinking it was a way to manage communicating to these multiple portals but this just wasn’t the case. I was only talking and not listening.

To me the “social” part of social media is the overall exchange of ideas, links, and conveying your overall personality in an online arena. This is something you just can’t get across if you aren’t actively reading and responding to other peoples postings. I have since ended up using my many accounts through hellotxt as a way to reach the masses and using the most active of my social media accounts to engage and showcase my presence. This still of course isn’t ideal but neither is being spread thin enough that I render them all ineffective.

So how do all of you manage your social media applications to effect. I know that my business audience would be greatly interested in your insight as would I. So please feel free to share your practices in as much or as little detail as you would like. Maybe we can actually find a way to manage our social media so we can have actual lives offline too.

By the way Arik, the link you sent me was great!

To check out all of the previous comments, Arik’s link and my last entry: Is too much social media a bad thing (Part I) click here

Also check out Em’s related blog here

Is too much social media a bad thing?

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , , on June 13, 2008 by mediapirate

I’ve had much discussion lately about social media applications and how to adequately utilize them in order to expand a network. A number of people have said to me that in order to know the best route to take, you really have to subscribe to as many social media portals as possible and utilize them all. While I understand that developing a familiarity with all applications is ideal, is it really feasible? I mean, in order to see if one application is more effective you really have to commit yourself to it, and with the time required to develop real engaging relationships in a social media application is there enough time in the day?

Granted, there are ways to utilize technology to conserve some time while reaching the larger masses such as hellotxt which allows you to send out messages to multiple social media apps such as facebook, myspace, twitter, linkedin, (Even an Asian social network with the lovely name of feecle lol) and many, many more, but isn’t this closer to spamming than developing engagement? I am very torn right now due to my love of playing with new online apps and my need to effectively communicate.

Can we develop real engagement and response with multiple apps? Is it necessary to understand every app on the market? Is this a contest to see who can be found in the most avenues or is this a sad exercise in self gratuitous futility?

Please let me know your thoughts on this. I can be reached by:

email: scott at sterlingcrossgroup.com
LinkedIn: Scott Baird
Facebook: Scott Baird
Myspace: Scott Baird
Twitter: mediapirate
Plurk: mediapirate
hellotxt: mediapirate
Pownce: mediapirate
Jaiku: mediapirate
Blog: mediapirate.wordpress.com
etc……………………………………..

Expand your Reach

Posted in Media, social media, Twitter with tags , , , , , , , , , , , , , , , , , , , , , , on May 14, 2008 by mediapirate

This is an article I wrote to send out to the Sterling Cross Group subscribers and I thought you all may be interested:

An ideal way for you to expand your marketing reach is through the use
of social media. There are lots of social media tools available to
reach new target audiences such as Twitter, WordPress, Blogger,
Facebook, Myspace, LinkedIn, Flickr, Youtube and many, many more.
These tools allow you to build subscriber bases that allow your
audience to choose the medium in which you maintain contact with them.
With mobile media you can access your subscribers anywhere and
anytime, by blogging you can boost keyword density and drive traffic
to your site, with corporate social media you can request
introductions to possible vendors and clients and best of all your
subscribers have opted-in and are asking to hear everything you have
to say.

There are many amazing case studies on the positive marketing effects
of social media such as the “Adidas NBA all-star weekend” mobile
campaign and the “Will it Blend” Youtube campaign but the point is
that if your company wants to benefit from social media you have to
embrace it. This means coming up with a creative idea and remaining
committed to the fulfillment of this idea. Social media can be one of
the most cost effective high impact forms of marketing available today
and it’s easy to learn how to track and manage. So feel free to play
around with these tools. Envision what your target would like to see
if they used these tools because in all truth they probably already are.

Scott Baird
Creative/Integrated Media Director
Sterling Cross Communications

For more information on these tools and how to use them please feel
free to contact us anytime. Sterling Cross Communications is a fully
integrated media provider specializing in the use of new technologies
to drive traditional marketing and public relations.