Whether content is created by marketers as part of a social destination like a niche community or a promotion vehicle such as an interactive ad, keyword glossaries become useful for writing headlines, deciding on anchor text for links and outreach activities like blogger relations.
Social Media Marketing for the “Do-It-Yourselfers”
Find The Audience
understand their behaviors, preferences, methods of publishing, and sharing. Most companies that are involved with the social media connection to their customers, get a good sense of where to start. Many companies are ahead of the game by tracking their audience via social media monitoring. Watching for keywords, conversations and influences.
Define Your Objectives.
Objectives are often driven by marketing or sales, and SEO has long been directly accountable to substantial improvements in web sales. Social media is not direct marketing though, so different objectives and measurements apply. The role of SEO in a social media effort is to directly influence discovery of social communities or content via search. It is attraction sales at it’s best. Social content can boost links to website content, improving search traffic and online sales.
Establish a game plan.
The game plan for reaching objectives in a combined SEO and social media effort will often focus on content and interaction, since it is content that people discover and share. Whether a keyword-focused strategy for reaching goals means publishing new content or creating an opportunity for consumer-generated content, it must involve proactive promotion and easy sharing among-st members of the community.
Create a tactical mix.
The tactical mix for a social media marketing effort is based on doing the homework of finding where the desired audience spends its time interacting with and sharing content. Whatever the tactical mix is, it’s an investment in time and relationships – not a short term “link dump” to promote optimized link bait. Much of the content creation and promotion for a social media marketing effort happens within the tactical mix and, of course, that means optimizing content for keywords.
Measure your goals.
Goals measurement should roll up to the specific objectives, both direct and indirect. Leveraging both social media monitoring services as well as web analytics can provide marketers with the insight to improve results.