Social Publishing - Chapter 6
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Transcript of Social Publishing - Chapter 6
CHAPTER 6:SOCIAL PUBLISHING
Learning Objectives 1
What are the channels of social publishing?
Who creates the content published in social channels? What kind of content can be published?
What content characteristics enhance perceived content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?
Learning Objectives 2
What is the role of social publishing in social media marketing?
How do social media marketers utilize search engine optimization and social media optimization to meet marketing objectives?
How can social content be promoted? What role do social news and social bookmarking sites play in content promotion?
The Social Publishing Zone
Channels Involved in Social Publishing Blogs Microblogs Media sharing sites
Types of Content
Blog posts Feature articles Microblog posts Press releases White papers and
case studies Newsletters
Videos Webinars Presentations Podcasts Photos
Sources of Content Editorial, journalistic
Objective and unbiased Commercial
Intent is to persuade Counterfeit conversations Consumer-generated content (CGC,
UGC) Organic Solicited Incentivized Sponsored
Dooce: A Blog
Sponsorship Disclosure on “Dates to Diapers” Blog
WOMMA Disclosure GuidesPersonal and Editorial Blogs• I received _____________________ from ________________________________________ sent me ___________________
MicroblogsInclude a hash tag notation, either:• #spon (sponsored)• #paid (paid)• #samp (sample)
Editorial Calendar
Value Ladder
Filler content Original content
Plain old original Authority-building content
Pillar content Flagship content
Filler Content
Original Content
Original, Authority-Building Content
Original, Pillar Content
Original, Pillar, Flagship Content
Types of Pillar Content
How to Definition Glossary Theory List
Social Publishing StrategiesTypes On-Site Off-Site
Search engine optimization
Optimizing content valueUsing tags, keywords, titles, URLs
Publishing related content elsewhere with links back to originalLinkwheel structure
Social media optimization
Using share toolsIncluding RSS feeds
Social news and bookmarkingMicroblog posts Social media press releases
Why? Search Engine Patterns
Viewing Patterns
On-Site Indicators
On-Site Indicators
On-Site Indicators: Keywords
Off-Site Indicators: Links
SEO Tactics White hats Gray hats
Keyword stuffing Link exchanges Three-way linking Paid links
Black hats Gateway pages and cloaking Link farms
Writing Titles with LinkBait
Resource hook: 5 tips for great grades.
Contrary hook: Lose weight with chocolate.
Humor hook: Obese skunk cuts out bacon sandwiches.
Giveaway hook: Save $50 here. Research hook: 66% of Americans
are overweight.
Help People Link with Share Tools and RSS Feeds
Promote Content with a Social Media Press Release
Encourage Influencers to Promote Content on Their Social Bookmarking and News Sites
Questions?
Recap Discussion
Reminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.