Ashley Zeckman

Get Optimized & Start Engaging: Essential Social Media Marketing Tips

Ashley Zeckman     Online Marketing, SEO, Social Media

[Note from Lee: I am happy to introduce readers of Online Marketing Blog to our newest contributor, AshleyZ.  A human dynamo for getting things done, Ashley has literally hit the ground running and works for TopRank as a Marketing Manager. She’ll be sharing her smarts here and  helping to elevate TopRank’s Marketing to more impressive levels of awesome.]

The social web has opened the door to many opportunities for individuals to share their opinions on everything from the weather to politics to the really cute thing their dog just did.  Business social media users however, must take a much more structured approach to sharing information and interacting with their prospects and clients.

A haphazard approach to social media for business rarely works.  Why?  In order to remain competitive in the online marketplace it’s important to provide potential buyers with valuable information that they will not only absorb, but share with others.  What are some practical approaches that can be taken to improve content quality and increase both search and social media visibility?  I’ll give you a hint: social media and  search engine optimization. Here are a few tips on Social SEO that I hope you find useful:

Twitter: Get the most out of your tweets!

  • Listen to the comments about your company, brand, and products as well as the things your prospective clients are sharing and following.
  • Ask engaging questions that will allow prospects to share honestly and will show that you are listening.
  • Respond to requests, comments (negative & positive), compliments in real time.

Facebook: Improve social network engagement with these simple tips.

  • Be unique. Social media users are constantly bombarded with dull advertisements and mediocre content. Make sure that you present a visually enticing page that will catch their eye and follow that up with relevant and engaging content to keep them reading and interacting.
  • Be a gracious host. People are not obligated to like your page.  By fanning you they are letting the rest of their network know that this is a company/product/cause/service that they support.  A small thank you can go a long way.
  • Be Persistent. After you have put all of this effort into building up your page, gaining followers, and creating relevant content the worst thing that you can do is ignore your page.  Fans will be looking for fresh content regularly.  Engaging with your community on Facebook will pay huge dividends!


Photo Sharing: Get noticed by optimizing your images.

  • Use compelling images. The image you include in your article can vary the reaction of your audience.  Research has shown that while text is still the first thing that people see on the page, the image is what will sell the story.
  • Match image and content. By matching your image with the keywords contained in your url, tags, and anchor text, it will be easier for search engines to confirm that you are not spamming and that the images provided are relevant and of high quality.
  • Too much of a good thing. A knee-jerk reaction can be to cram as many keywords as possible into your image alt text.  You must always remember these simple guidelines: text, captions, and file names should be short and descriptive for the most optimized results!

Grow Your Business Network on LinkedIn.

  • Build the foundation. Search your professional network for people you have a strong business relationship with and connect with them on LinkedIn.  Be sure to ask for recommendations and include co-workers in your LinkedIn network.
  • Optimize your profile. This is your landing page for Linked in, so make the most of it.  This includes links to your website and blog, utilizing proper keywords in your title and descriptions, and including a professional image that properly reflects who you are.
  • Update frequently. Think of your LinkedIn profile the same way you would a blog, Facebook, or twitter page.  If you don’t want to commit to providing frequent content for another profile, link your existing feeds to your LinkedIn profile to keep your professional network in the loop.

We want to hear from you!

Why do you follow and interact with the companies and individuals that you do?  Are you intentional about your business social media activity? We’re curious what it is that you think makes a company worth interacting with.  As a business user, what do you do on the social web to better engage with prospects and customers?


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Ashley Zeckman About Ashley Zeckman

Ashley Zeckman is the Senior Director of Digital Strategy for TopRank Marketing. In addition to finding innovative ways to showcase the exceptional work of her team, she is also responsible for creating digital marketing programs that drive customer acquisition and growth for the agency. Her background includes expertise in everything from content marketing strategy to branding, account management and social media.

Outside of her role at TopRank Online Marketing, Ashley prides herself on being a great home chef, painter, prankster and dog mom.


  1. Hey AshleyZ! Great blog!

    I handle marketing for a university theatre in Michigan. When I started my job we had little-to-no activity on our facebook page. Now we have 5x’s our monthly users and increased our “likes” by 10%. I think we have been successful because we are beginning our journey from the inside – out. We interview our actors and directors and post them on the blog or youtube. I think this has made our community feel important and recognized. They share the content with their friends and family. Take a look at our blog in case you’re interested and keep up the good work =]

  2. Feel stuck and need to get a cohesive social media strategy in place? Check out these helpful resources to help you within its Education Center.

  3. Great Blog.

  4. Thanks for this. I’m glad I found it at the right time

  5. Avatar Amitt Thapa says

    Hey This is very Nice way to tell about our business to all of market…it’s very helpful to promote our business.I  am appreciated with  you for this  useful sharing….

  6. It’s quite interesting to know about social media benefits. I never got good conversion from social media websites on my eCommerce website. I don’t know why? But, that’s true. I read your blog post and doing few things as suggested. Let’s see what happen after few more drill down?

  7. Hi AshleyZ,
    Thanks for sharing…great info as always.  I see you edited (corrected) the “hyperlinking on LinkedIn” here in the blog…thanks for staying on top of things.  Although you got my hopes up, I had just read through the emailed version and came here to ask you how and where exactly I could hyperlink on LinkedIn 😉

  8. Great article Ashley, you hit the nail right on the head.
    As a Calgary Marketing Company I am always looking for valuable information on social media and other marketing information for my clients and myself.
    I’m going to share this information with my list I hope that’s okay with you I’m also going to Digg it too!

  9. Hey Ashley,

    Great post! I like how you break each category into three simple tips.  You make it seem easy to execute.

  10. Social media is one of the key factor in internet marketing I got thousand of traffic after involve in social bookmarking.

    This is a great post. Thanks for sharing.

  11. I am study seo.If you want to markting doing good, you remember to seo well. Although it  is not easy, I will be hard .

  12. Avatar JoannaYukiMunoz says

    I personally havent used LinkedIn but I hear more and more about I will start using it very soon!  I really like the idea of setting up links to my other social networking  sites because it makes it easier to not have to update all my sites.  Be unique to me means be witty, I have found that many times putting content in a witty way catches and draws the reader into your post.  Responding to positive and negative comments lets the reader know that their feedback is being appreciated one way or another.  This post is very useful thank you. -Joanna Yuki Munoz

  13. Avatar ruth gayle says

    Great post about social media, i personally was not using social media to bring my visitor to my site. After getting adviced from the social media expert, i started inclined towards these, and now i am successfully converting my visitors into my prospects. thanks to social media.

  14. Interesting tips especially on  LinkedIn. I never thought of using it but i will give it a try. Thanks for sharing..

  15. It’s always the best thing to do to make our profile interesting, engaging, reliable and resourceful to earn more friends and followers in every social networking sites, such Facebook and Twitter.

  16. Great article!