Social Media is just an extension of how we communicate today. When we are going to make a purchase we discuss it with peers and friends. influencer marketing When we want information about any specific genre we look for an expert, often asking peers and friends for a reference. When we look for some someone to fill a position in the work place, we look to see if there are common references for the people we might hire. We do all those references and searches online as well as in person. We do it using Social Media.
Google has added Social Search to it’s search engine recently, Yahoo and Bing are showing Twitter results in their indexes. These things are new. They did not exist only a few months ago. Yet today, they are major players in an online marketing strategy.
Search Engines advancements has caused search engines to deliver better and more relevant search results. The evolution of Social Media has caused search engines like Google to include things like dashboard that have linked gateways to services like friendfeed, facebook, news feeds, Twiiter Collecta etc. Those dashboard draw our attention to new channels of discovery and information, and more importantly, they allow us to connect and find people in our network to share and collect this information.
The Neilsen study was fielded in August 2009 and consisted of 1800 participants in which they looked at three main consumer segments using search. The segments were “Searchers”, “Portals / Portalists” or social media “socializers., and the study segments determined what primary vehicles were used for digital content discovery.
Traditional search engines accounted for 37% of search queries, and online portals such as Yahoo, MSN and AOL represented 71% of the sites that serve as the sources for discovery.
Social media sites such as blogs, Wikipedia, and social networks accounted for 18% of where searches begin, outperforming sites that are dedicated to publishing information specifically to help individuals find deeper analysis and details.
Neilsen also discovered that that almost 15% of “Socializers” most trusted information they found on blogs when researching purchases, and 20% most trusted the info they discoved on forums and message boards. 8% trusted Facebook and Twitter for content discovery.
SEO needs a Name Change to include Social Media
SEO has changed forever, and there is no going back in sight. SEO indicates that content is being optimized for Search Engines only, and perhaps it is time for a name change, because search today is migrating from search engines to Social Media services.
The Web 2.0 landscape made up of blogs, wikis, social networks, content portals, social boomarking, forums, websites, mobiles, multi player games and search engines has become tied together with the advancement and growth of Social Media, and it is now bound by real people through Social Media.
The fusion of so many types of online communications tools has made Social media Strategy more important than it has ever been because those profiles have become our common references for sources of information.
Social Media Strategy is a long term solution for communications, and there is no “quick fix” for that. It is a live and evolving media that requires conversation and updating to be a factor.
Gone are the days of SEO where keyword spamming and directory link schemes could dominate on many terms. Today’s search engines are putting those lame practices to sleep with their application of Web 2.0 and Social Media links in search results.
The bigger picture that has been difficult to translate for some old communications dogs has been the evaporation of control over communications. No longer can slogans speak the message in one direction. The communities in comments and Social Media are running today’s communications. Those old dogs still think it’s about a hand full of connections, when it’s really about sharing. In our world today those contacts are accessible to anyone with a relative profile and quality presence, because our human nature dictates that we all want to run with the leading packs in our business and personal lives.
The shift of power to Social Media has impacted SEO in other ways to which include off-site search engine optimization, distribution of materials and possibly most important, Social Media has become the best way to gauge how our brands are perceived and how our communications are interpreted.
The explosion of Twitter on the Social Media Landscape into a live stream of informetion for discovery. Today, our communications strategies have to include constant updating and interactions if we hope to suceed.
Coca-Cola’s new campaign gets it, PizzaHut’s latest new job proves they get it, and yet there are still so many who just don’t undestand how much things have changed in SEO and Web 2.0 communications.Go Top