Social Media Marketing

Social media marketing is the art of attracting, engaging and inspiring communities on social networks to discover, consume, share and act on brand social content.

 

92% of companies today consider social media important for their business but keeping up with the latest best practices, social media platforms and changes in the industry can be a challenge for brand marketers. Recognized as a top social media blog by Social Media Examiner and many others, TopRank solves that challenge by sharing social media marketing best practices, industry news, interviews, book reviews and liveblogging of presentations at industry conferences.

 

Browse our social media marketing articles to find the answers to your most pressing social media questions.

 

Lee Odden

Forbes.com Goes Swicki with Eurekster

Eurekster has announced today that their social search product, SwickiPublisher, will be used to create a new vertical search engine feature on the Forbes.com home page via a tab called “Web” and on the search results pages.

I had the opportunity during the San Jose Search Engine Strategies conference to talk about Eurekster with CEO, Steve Marder. Unfortunatley, I did not get a chance to write about that meeting during the conference, so I’ll include some of the things he shared here.

What is most interesting to me about Eurekster’s site search features is that it learns by analyzing clickstream data as people use it. Tagging or voting is possible, but not required. Eurekster is based, in part, on the notion of “collective wisdom”, or “wisdom of crowds”, where users’ actions and/or behavior provide information to the search engine on what content is relevant.

Lee Odden

New Rules for Social Media Optimization

There is an exceptionally interesting meme developing around the idea of social media optimization. It started with Rohit Bhargava of Ogilvy Public Relations and his 5 Rules of Social Media Optimization (SMO) and this insight:

“The concept behind SMO is simple: implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs.”

With contributions by Jeremiah Owyang, “Rules of Social Media Optimization and Cameron Olthuis, “Introduction to Social Media Optimization” who offers this take on SMO:

Lee Odden

Marketing with Social Media

Leveraging Social Media
This is actually the first session that I covered at the San Jose Search Engine Strategies conference, but I did not get a chance to clean up my notes and post until now. It was a good session about a topic that is very close to the consulting practice of our PR and marketing agency.

Part of the ClickZ track, this session was moderated by Rebecca Lieb and included Gary Stein of Ammo Marketing, Scott Meyer of About.com, Hans Peter Brondmo of Plum, a new social networking service and Brian Monahan from IPG.

First up is Gary Stein who introduces the notion of “clique-through”, which means to use social media to spread your message deep but not wide. The “clique-through” approach is to get specific segments to adopt a particular message. It offers more long term value than the “lightning in a bottle” associated with buzz marketing.

Lee Odden

ad:tech Chicago – Advertising with Social Media

ad:tech Chicago is coming along nicely. Coverage of the conference by Online Marketing Blog as well as DMNews and iMedia Connection is keeping those who were not able to attend well informed. Here’s the next installement of our coverage:
Any discussion about social media and social networking is going to involve MySpace. This session did exactly that with some aspect of MySpace being included in just about every speaker’s contribution to the session.

Rather than a presentation format, moderator David Carlick of Vantage Point Venture Partners introduces “Social Media: The Dynamics of the Genre and the Opportunities for Marketers” as a Q and A session.

Carlick starts things out talking about MySpace as a way to explain social media and social networking. He shows a MySpace news clip: MySpace most popular site over Yahoo and Google. The challenge with MySpace is how to leverage advertising.

Lee Odden

Feeding Journalists With Deli.cio.us

Todd Defren posts a nice rundown on using del.icio.us for an online PR initiative for bzzagent. Deli.cio.us is used to create content of value to journalists covering WOMM – the word of mouth marketing industry of which bzzagent is the focus.

What are we doing here? Providing any writer who is interested in WOMM with a customized research page containing the top news in the space, including first-hand reaction — on a daily basis — by a WOMM industry pioneer. For media types, et al., who subscribe to the RSS feed of that del.icio.us page, that’s a daily dose of Thought Leadership!

Lee Odden

Social Search

A few recent articles on social search got me thinking about how much search has changed and continues to change. In a meeting with a staff member last week I was explaining the notion of “collective intelligence” and how millions of individual editorial decisions people make through social search and tagging is taking the user search experience to a new level.

Over at iMedia Connection, iProspect’s Naga Krothapalli talks about the pros and cons of social tagging and search. The pros include: an alternative to browser based bookmarks, ease of use due to tags and the “theoretical” improvement in ability for the search engine to provide relevant and more accurate results. The cons: limited number of user adoption and doing tagging as well as limitations of tagging.

Lee Odden

PRWeb Tags it Up

PRWeb is at it again with a new announcement on the addition of Technorati and PRWeb tags to the PRWeb news wire and press release distribution service. The press release, “Holy SHIFT! PRWeb Plays Tag with Social Media” comments that the new features will make it easy to add Technorati and PRWeb specific tags to your press releases.

The SHIFT Communications’ social media release was in part a motivator for the new services as the release from PRWeb states:

“If you spend the time to create a press release following the template
outlined by SHIFT Communications, all you have is an electronic
document unless you have a distribution platform that supports its
features. PRWeb is that platform,” said David McInnis, CEO and Founder
of PRWeb.

Lee Odden

marktd.com is Digg for marketing

Piers Fawkes from PSFK sent me a heads up on his latest channel, Marktd which is a library of marketing articles weighted in importance by users. It works like digg or del.icio.us where users submit articles and others vote on them. Articles are displayed as “New”, “Latest” or “Top” based on votes. The categories range from BtoB to Word of Mouth with some Public Relations in between. But nothing about search marketing. Perhaps that’s a category that should be added?

Submit your marketing stories to Marktd.com

Lee Odden

Yahoo Updates MyWeb

Yahoo MyWeb

Yahoo SearchBlog has announced the update of the Yahoo MyWeb service. The MyWeb blog also offers feature details including:

  • Top Tags and Interesting Today
  • Finding Friends
  • Searching
  • Export

Yahoo continues to push further into the realm of “social search” and the implications for search marketing is significant.¬† The editorial relevancy that comes with the links as well as tags from the web at large promises to make searching a much different experience than it is now. Hopefully quality is one of those characteristics. But how will search marketers change what they do to help clients take advantage of the changing nature of search relevancy?

TopRank Marketing Editor

Defining Tagging

This is a re-post, with minor edits, from my blog, Blog on a Stick. I felt that it was worthy of posting here too.
-Thanks Thomas

For those that are just jumping into the blog world, or the Web 2.0 world for that matter, there is a new idea out there called tagging. Much like folders or categories, it’s a way of keeping things organized.

Lets start out simple with folders.

On your computer you have folders. Maybe a documents folder for paperwork, pictures folder for pictures and so on. You’ve probably even created your own folders. “Christmas 2005” or “Work Documents” The idea is to keep your files organized on your hard drive. Simple enough.

Lee Odden

The Power of the Link

Last night a PR manager from the New Yorker emailed me about the Terry Semel interview, so I watched it and put up a link to the actual video. I emailed a few SEO related bloggers about it and thought nothing more. (other than the interview being great insight into Yahoo).

While the bloggers I emailed did not mention the video, a few other sites did link to the blog post I put up about it including Digg.com (front page right now) and the Financial Times.

While I’ve had other things hit Digg and grow traffic as part of a SEO program, this was 100% natural. There was no suggested email to a large network of friends with digg accounts or anything like that. Not that I would ever do THAT.

Lee Odden

Blogs RSS, Podcasts – Pubcon Boston

This session covered Blogs, RSS and Podcasts with moderation duties performed by Anne Kennedy of Beyond Ink.
First up is Amanda Watlington of Searching for Profit. “The Art of the Feed”.

The “elegance” in RSS is in the distribution possibilities: Desktop reader, email addon, web browser and mobile devices.

The art of RSS is evident in blogs, sites, pdc, vblogs, rss search engines and web 2.0 applications. (press releases via PRWeb)

Build your RSS feeds right the first time. Considerations:
– What do you want to feed? (content sources)
– How many feeds?
– How much content is needed to keep the feed fresh?
– How much content should you include in each feed entry?
– What kind of content will the feed include? test, audio or video?
– How will you ping the feeds at first and then on each update?
– How to measure performance?