Go where your audiences are already highly active, and also where they'reexperimenting. Create enticing, compelling, and personable social profiles in thenetworks of relevance that convey a sense of "what's in it for me?" Establishrelationships based on context and make sure those relationships are fortifiedthrough the production and distribution of value-added content, combined withthe art and science of reciprocity, response, and recognition.
5. Social Media Optimization (SMO)
Optimize the site and all social objects for traditional, social, andreal-time search based on the keywords that are defined in step one. Invest time and resources inthe eloquence of describing and defining social objects through titles,descriptions, tags (keywords),links, and active content promotion. Createcontent in the methods dictated by the communities you wish to reach (e.g., blogposts, tweets, videos, pictures).
6. Social Search
Now that Google and other search engines are experimenting with the addition of social searchinto results, the fusion of sharing and social networking improvesthe likelihood of someone clicking through to our desired objects. Data showsthat, in addition to e-mail, visitors who find content shareable choose to share iton Facebook, Twitter, Yahoo, and MySpace.
7. Connect with Social Influencers
As attention spans continue to thin and as interesting content spins throughattention dashboards at blinding speeds, brands must proactively connectrelevant information to social beacons who can lend credibility and spark conversations and dialogue around the objects we introduce aligned by themeand context.
8. Employ the Human Algorithm
Google is already experimenting with ahuman algorithmof sorts for rankingreal-time search results. The stature of one'ssocial capitalultimately contributes
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis