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Social Marketing or Search Marketers
Social and SearchMarketing Synergies
Search marketing has proven its marketing worth bydriving trac, brand value and an audience readyto convert. Social media – encompassing news,bookmarking and knowledge sites such as Digg andWikipedia as well as networking and sharing sites suchas Facebook and YouTube – provides huge audiences,lots o brand conversations and an entirely newmarketing rontier. There are our key metrics thatare useul when looking at the two digital marketingchannels:
How many visitors do they drive?
How likely are those visitorsto be ater something specic?
Did the create positive business resultson the site?
How can these sites infuence branding byappearing in search results?Search generates huge amounts o trac. A secondsearch strength is user intent: people search when theyare looking or something specic. They’re ready toconvert, which is why search trac can be so valuable.Measuring that conversion is also an important metric.Did visitors ll out a orm, buy a product or perorm ina way that produced positive business results?Finally, various studies show that search also can havebranding value. There are ew stories o entirely newbrands being built rom search, but brand lit has beenshown in many ways. More important, brands can behurt by bad reviews that show up in search and arehelped by positive reerences. Since every search listingon a search engine has brand potential, search is veryhigh in brand value.In comparison, social sites also have the ollowingstrengths:
Social sites can generate huge amounts otrac. Facebook’s worldwide user base is at 750million and counting.
Social sites demonstrate varyingdegrees o search intent, but all are positive. Forexample, visitors to social news sites are usuallylooking or specic inormation. Search intent canbe even higher on sites like YouTube where usersoten are actively seeking a photo or video. Evenat Twitter, search provides a way to seek out brandnews and buzz.
There is strong branding potential onsocial media sites. The key is developing a positivetone around your brand and letting the viral natureo social media build the brand or you. Consider thesearch or JetBlue, where currently the company’social site is listed along with its Twitter accountand its YouTube channel.
Another reason social marketing has become soattractive to search marketers is its measurability. Everyuser action, rom the number o social media visits tothe number o page impressions to the number o timescontent is shared, can be tracked and counted, oten inreal time. At a basic level, web analytics tools today canlook at the number o Facebook ans and page shareson a marketer’s Facebook page as well as the numbero Twitter ollowers and retweets generated by anaccount. More advanced tools allow marketers to takesocial media demographic and behavioral data and useit in segmentation and targeting eorts. New socialanalytics can tie sales and ROI to paid and organicsocial eorts.Unique to social media are a growing set o metricsthat try to measure the sentiment or tone o thecontent being posted and shared, i.e., whether a user’sposts are positive, negative or neutral about a brandor marketer. Several web analytics tools currentlymeasure and analyze sentiment, including AdobeSocialAnalytics, which uses proprietary technology totrack the tone and infuence o social media users andcorrelate their impact with business metrics such asrevenue and brand value.
Search marketing has proven its marketing worth by driving trac,brand value and an audience ready to convert.