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Optimize Your Brand for Sharing and Social Search in 11 Steps

Optimize Your Brand for Sharing and Social Search in 11 Steps

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Published by Brian Solis
In Part One, we focused on how to make your brand findable and shareable in social media. A white paper by Gigya validates the shift to, and resulting importance of, social search and its dependence on crowd participation. Online businesses must optimize in order to earn referral traffic from social networks.

With the advent of social feeds — a live stream of friends’ activity shared on social networks like Facebook and Twitter — consumers can more easily rely on trusted personal relationships to determine what’s worthwhile to read, watch, play and buy online.
In Part One, we focused on how to make your brand findable and shareable in social media. A white paper by Gigya validates the shift to, and resulting importance of, social search and its dependence on crowd participation. Online businesses must optimize in order to earn referral traffic from social networks.

With the advent of social feeds — a live stream of friends’ activity shared on social networks like Facebook and Twitter — consumers can more easily rely on trusted personal relationships to determine what’s worthwhile to read, watch, play and buy online.

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Published by: Brian Solis on May 31, 2010
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09/28/2010

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Optimize Your Brand for Sharing and SocialSearch in 11 Steps
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
InPart One, we focused on how to make your brand findable and shareable insocial media. A white paper by Gigya validates the shift to, and resultingimportance of, social search and its dependence on crowd participation. Online businesses must optimize in order to earn referral traffic from social networks. With the advent of social feeds -- a live stream of friends' activity shared on socialnetworks like Facebook and Twitter -- consumers can more easily rely on trustedpersonal relationships to determine what's worthwhile to read, watch, play and buy online.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Honestly, there are too many top 10 lists, and I subscribe to the Spinal Tap schoolof numeration, so this list will go to "11!" Here are 11 steps for optimizing your brand for sharing and social search.
1. Keywords
This one seems elementary and trivial for many, but it can't go unsaid. Socialmedia is inviting new players within marketing and communications to the table.Their absence from traditionalSEOpractices requires the review of all keywordsthat stakeholders use to find relevant information regardless of the platform ornetwork.
2. Brands Become Media
Essentially, for brands to earn the attention of desired audiences their contentmust be timely, relevant, irresistible, and shareable. Content production is only part of the equation. Establishing a cadence to entice people to introduce our work to their friends and followers is atypical.Begin by defining aneditorial calendarto produce and distribute relevant contentfor each and every network with rhythm and conviction. In the era of real-timeand social search, brands now become the CNN of their industry while alsosocializing the content and experience to broaden reach and awareness.
3. Define the Experience
Modernize and socialize your site to complement the experience visitors expect in2010. Once someone is introduced to your content and they land on your site orlanding page, make sure it's presented in a gripping format and the proper hooksare in place for easy sharing back to the attention dashboards of their socialgraph. Many Web sites are still stuck in the time of Web 1.0 and essentially represent a static dead end to the dynamic and interactive experiencestranspiring in social networks.
4. Establish a Formidable Presence
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
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

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