Social Media Linking and Promotion
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by Eric Ward
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The surge in social media usage has created opportunities (and frenzy) among
link building,
SEO, and
publicofrelations
professionals.
It's information,
true that links are
Body
copy the largest
resource
interactive
marketing news,
shared now advice,
by people
in multiple
ways
didn'tinexist
just a online
few years
ago.
But
commentary,
opinion,
research,
andthat
reference
the world,
or off.
From
what istothe
truetechnology
effect andtostrategic
value
of these
shared
links? How
you
search
social,
trends, our
coverage
is expert,
exclusive,
anddo
in-depth
encourage or spark the sharing of links and what is the impact on click traffic
and search rank? In this session the panelists show live examples of the many
ways social media can be used, and sadly abused, for link building and publicity
purposes.
Speaker Logo Here
@twitterhandle
@ericward
Social Sharing Like It’s 1999…
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http://www.urlwire.com/newsarchive/111599a.html
Body copy the largest resource of interactive marketing news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
Social Sharing Like It’s 2011…
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Body copy the largest resource of interactive marketing news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
What Is Social Media To You?
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Twitter, Facebook, Google+, and Linkedin get the majority of the publicity, but social
media tools and communities exist for many niche subjects and groups as well.
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Body copy the largest resource of interactive marketing news, information,
http://pupaya.com/
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commentary,
advice,
research,
and reference in the world, online or off. From
List
of Social Media
and opinion,
Social Networking
Sites
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
Tweets, Likes, and Shares Can Already Be
Purchased, Making Them Algorithmically
Untrustworthy.
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Body copy the largest resource of interactive marketing news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
Too Many Signals?
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If You Are After A Search Rank Boost Via Social Media Interaction, What “Signals”
Should You Be Pursuing?
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Body copy the largest resource of interactive marketing news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
The Folly of Followers?
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The Signal Metrics Of Social Media, Sharing, Following, Etc., Are Still Being Evaluated. NOBODY
can say with certainty what signals matter the most and what those signals will be a year from now.
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Body copy the largest resource of interactive marketing news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
Twitter Example
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If you were a search engine, would the number of followers a person has be an important number?
Not by itself. What about the profiles of those followers? Are they attracting followers as well? How
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often do they tweet? How often does what they tweet get re-tweeted, and by whom? When
Body copy the largest resource of interactive marketing news, information,
someone tweets a link, how often is it clicked or shared, and by whom?
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Speaker Logo Here
@twitterhandle
@ericward
The Like/Share Resistance Effect
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How eager are you to “like” or fan Depends adult
diapers, or Compound W wart remover, or tweet
about how RID lice treatment helped your kids? Or
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about that addiction treatment center?
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commentary, advice, opinion, research, and reference in the world, online or off. From
Compare those to Lucky Charms Cereal or Hot
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Wheels cars. It’s human nature. So, are products
that work well in embarrassing verticals banished to
no-likeville forever?
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How will the engines account for this effect for
rankings purposes?
Speaker Logo Here
@twitterhandle
@ericward
What Do We Know, and What
Can We Do About It?
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The engines want to include social link sharing data
commentary, advice, opinion, research, and reference in the world, online or off. From
Early tests (live tweets in Google searches) and self selected networks (circles), where
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
my search results are only affected by people I’m already connected to. Re-tweets.
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Social signals can be gamed, and if it can be gamed, people will try
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The engines therefore must focus on the few truly helpful metrics and influencers
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You have to find the influencers in your vertical, and seek engagement
Speaker Logo Here
@twitterhandle
@ericward
Find the influencers in your vertical,
and
seek
engagement
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Find relevant Twitter users with:
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http://wefollow.com/
commentary, advice, opinion, research, and reference in the world, online or off. From
http://www.twellow.com/
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
Find relevant Twitter lists
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http://listorious.com/
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Find local Twitter users
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http://www.twitterlocal.net/
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http://www.twellow.com/twellowhood
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http://www.localtweeps.com/
Speaker Logo Here
@ericward
@twitterhandle
Where I see the real value in Social Media as a
link building engine is in recognizing that many
people using Social Media tools like Twitter or
G+
have
trust
and influence
in very
specific
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copy the
largest resource
of interactive marketing
news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
subject
areas.
search to social,
technology to trends, our coverage is expert, exclusive, and in-depth
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Speaker Logo Here
@ericward
@twitterhandle
Closing with an example:
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If I want to build links or create awareness of this site
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http://www.audiology.org
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
http://bit.ly/sqTxR4
Speaker Logo Here
@ericward
@twitterhandle
- Social media’s surface allure is at first about fame and
followers. Social’s deeper value is in researched discretion,
introducing our content to the right people. If that content is
truly worthy, it will be shared.
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Body copy the largest resource of interactive marketing news, information,
- Worry
less advice,
aboutopinion,
search
engines
and more
resource
commentary,
research,
and reference
in the about
world, online
or off. From
search to
social, technology
to trends,
our coverage
is expert,
exclusive,
in-depth
sharing
among
a handful
of experts,
often
behind
theand
scenes
in the corners of the web most people ignore.
- Ironically, it is often these very niche experts that can impact
your rankings, because the engines can identify and respect
their social footprint.
Speaker Logo Here
@ericward
@twitterhandle
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Body copy the largest resource of interactive marketing news, information,
commentary, advice, opinion, research, and reference in the world, online or off. From
search to social, technology to trends, our coverage is expert, exclusive, and in-depth
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