Social Media Optimization- A Brief History and
Rules for Success
Social media optimization is a way for individuals
and organizations to generate publicity through social networking tools
like Twitter and LinkedIn, online communities like MySpace, and
automated tools like TwitterFeed and Ping.fm.
The term "social media optimization" was originally coined by SEO
consultant extraordinaire, Rohit Bhargava, the senior vice president of
Ogilvy 360 Digital Influence and author of the Influential Marketing
Blog. (Bhargava's work was so groundbreaking, Jeremiah Owyang, another
social media optimization expert, even dovetailed a few of his own
rules to the original work.)
Social media optimization is basically a way to
promote your blog, website, or even your company's brand, through
social media, without being obnoxious or overtly commercial. Sure, you
can blanket sites like Twitter with "Want to lose weight? Download my
free report, '19 Ways to Lose Weight Fast'" repeatedly, or brag about
your latest affiliate paycheck, but that's not going to get you any
followers. At least none worth talking to.
Bhargava terms these people"Twankers" (people who
use Twitter for one-way broadcasts about their own greatness) and
"Twidiots" (people who only tweet insignificant things like their
latest press release or what they had for breakfast). If you're just
having one-way conversations and telling people about the minor,
mundane details of your company, you're not providing any value, and
your SMO efforts will be wasted.
Whether you are an SEO consultant or you are new
to social media marketing, there are a few rules you need to follow in
order to be effective. Bhargava's five rules of social media
optimization included important things like increasing your
linkability, helping your content travel, and encouraging the mash up.
To that, we would add our own four rules.
* Focus on a few networks, not many. Many social
media optimization beginners make the mistake of joining as many social
networks as they can, and getting a few followers in each. The problem
is you're getting 10 or 20 followers in 10 networks, rather than 400 or
500 in 2 networks. If you take this narrow route, chances are you will
attract the same followers in each one.
* Find people in allied fields, not just your own,
to improve your social media optimization. Think referrals, not
customers. If you're in the financial services industry, don't just
focus on finding people who need to invest. Connect with people who can
refer those same people to you, like lawyers, real estate agents,
bankers, and anyone else who has clients who will need the financial
services you offer.
* Provide real value to others. Telling people how
they can earn money while they sleep, or "Lose Weight Fast!!!" is not
valuable. Steering people to a recipe site for people who are trying a
low-carb diet, or writing a blog post about the top five fat-burning
foods is valuable social media optimization. Refer people to helpful
websites, even if they're not your own. And don't be nervous about
asking questions of your own. It makes you look like a real person, and
not just a know-it-all.
* Commit to a social media optimization program
for the long haul. It's not enough to just use it a few times and be
done with it. This is an ongoing process. You wouldn't take the time to
cultivate a new friend and then never hang out with them, would you?
Some of these contacts will become your friends online. Ignore them,
and you'll waste all the effort you put into your social media
optimization and developing those relationships. Remember, social media
marketing is actually about building real relationships, not just
broadcasting one-way information. That's what a TV is for.
By starting a social media optimization program,
you'll accomplish two things: 1) You'll become a thought leader in your
chosen field, and 2) your expertise will lead to more and bigger
clients or job opportunities.
Article Source: http://www.articlesbase.com/internet-articles/
About the Author
Reagor Smith, RRS, is on the cutting edge. With 20 years in
marketing, advertising and 10 years in internet marketing, they have
combinined Social Media Optimization with more traditional SEO and SEM
methods. RRS is a consulting firm specializing in enhancing clients'
online presence and managing their public relations online. SEO, SEM
and Online Reputation Management are combined in this successful