Social search optimization
There are two reactions we get when we tell our clients that it’s timeto think aboutsocial search. The B2B clients often become noticeably
uncomfortable and try to change the subject, while the B2C clients are
likely to want to dive right in. Want to know something funny?In most cases,
these reactions hold true even when our B2B and B2C clients have no idea
what we actually mean by social search. What we mean,by the way, are
those Web 2.0 sites that compile human-fueled factors, such as votes,
references, or recommendations to help you find sites.
Social Bookmarking Sites These are sites that allow users to give a virtual thumbs
up to a web page, which in turn allows others to learn about it. Digg, Reddit, and
del.icio.us are popular examples. As an online marketer, your goal on sites like these is
to get votes for your content. Is your organization doing something fascinating enough,
or does your website offer something so unique or so useful that a rising tide of voters
will push your site to the top.
Blogs- Your blog mission is either to get mentioned or to join in the commenting in a
way that showcases your smarts and usefulness to your target audience. Niche B2Bs,
yes, there is a blog that is at least loosely related to your industry, and yes, your target
audience frequents them. Type your top 10 keywords into blogsearch.google.comand
see for yourself. B2Cs, even though your keywords are mentioned all over the blog
search engines, that doesn’t mean that every blog audience has conversion value for you.
Forums-The goal for forums is to join in the conversation, become a trusted voice, and
keep your organization in that favorable top-of-mind position with your target audience.
Social Networking Sites Not a medium for the time-strapped, the goal for these sites is
to make friends and communicate with them on a regular basis. Some examples of social
networking sites are MySpace, Facebook, and LinkedIn.
The exciting thing about the Social Web is that the barrier to entry is low. It’s easy to participate
and easy to operate, and it doesn’t cost any money. But it does require a bit of reprogramming for
the traditional marketer. Instead of promoting your company or products, often the venue is better
suited to disseminating the thoughts or activities of a single individual in your organization. As an
example, new product announcements in the Social Web are far outnumbered by musings, advice,
and opinions of CEOs and consultants.Which participants rise to the top?
Those with higher-thanaverage quotients of expertise and personality.
