Black hat techniques have long been criticized in search marketing. Some claim that these black hat practices have quietly been practiced in social media for years. Others claim that black hat and white hat are meaningless terms altogether.
With the rise in popularity of social media among larger audiences, the idea of black hat practices are being called into question. Where will the lines between white hat and black hat be drawn? Is it even possible to do this?
There are dangers for both companies and individuals who engage the social web with unethical or black hat practices, and can include such risks as loss of reputation, banning from web services/networks and even PR backlash.
Most people start with Google when they search for information, but increasingly users look to niche-specific engines like YouTube search when seeking entertainment. Search engine marketers, digital media producers and entrepreneurs must create unique, relevant content that stands out if they hope to gain popularity in the Internet community. Optimizing for search while engaging the community is part art, part science.
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