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10 Steps for Optimizing the Brand for Social Search

10 Steps for Optimizing the Brand for Social Search

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Published by Brian Solis
Facebook recently overtook Yahoo as the second most visited site in the United States. And in doing so, Facebook along with other social networks set the stage for a confluence of social and search that fundamentally changes who we, as a society, discover and share information, and in turn, where our attention is directed and driven.
Facebook recently overtook Yahoo as the second most visited site in the United States. And in doing so, Facebook along with other social networks set the stage for a confluence of social and search that fundamentally changes who we, as a society, discover and share information, and in turn, where our attention is directed and driven.

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Published by: Brian Solis on May 30, 2010
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04/20/2011

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10 Steps for Optimizing the Brand forSocial Search
By Brian Solis, blogger at BrianSolis.comand principal of FutureWorks, Author of the new book 
Engage! ,
Co-Author 
,Putting the Public Back in Public Relations
and 
Now Is Gone
Facebook recently overtook Yahoo as the second most visited site in the UnitedStates. And in doing so, Facebook along with other social networks set the stagefor a confluence of social and search that fundamentally changes who we, as asociety, discover and share information, and in turn, where our attention isdirected and driven.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Source:MashableMake no mistake, attention is shifting away from traditional destination sites andinstead, it is fixated on personalizedattention dashboardsthat funnel socialfeeds, the activity and focus of social graphs into one clickable view. It is, for allintents and purposes, changing how we discover and share information. In fact,Nielsen observed that 20% of social consumers today, use social networks as theirprimary navigation hubs, relying on contacts and trending themes to point themin the right direction.For media properties and brands, optimization combined with targeted andenterprising social networking now plays an instrumental role in capturing theattention and essentially defining the action of our customers, peers, and thetrust agentsand authorities who influence them.Referral traffic is quickly migrating away from traditional search to socialnetworks, and in some cases, at alarming rates.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Gigya reviewed data from Compete from November 2009 and observed thatsome of the top media properties were already realizing a dominant effect intraffic from social networks. For example, USAToday receives upwards of 35% of its referral traffic from social networks and just over 6% from Google. PeopleMagazine receives 23% of its referrals from social networks and 11% from Google. And, CNN earns 11% of its referral traffic from social versus 9% from Google.Referrals from social networks will only continue to soar over time as we'reintroduced to new information where our attention is focused and when ourattention apertureis open to clicking through to new, socially-influenced content.If the socialization of search and commerce is driven by any one behavior, it isthat of sharing. If it wasn't worthy of conventional appreciation and recognition before, theshare economy is now certainly worthy of contemplation and analysis.In the share economy, currency is defined by likes, links, retweets, updates,comments, shares on Facebook, Twitter, Google Buzz, MySpace, et al. And, itsimpact only grows as Social Media becomes pervasive. This is why providing the
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis

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