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Transcript of @twitterhandle Header Body copy the largest resource of interactive marketing news, information,...
@twitterhandle
Header• 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
@ericward
Social Media Linking and Promotion by Eric Ward• The surge in social media usage has created opportunities (and
frenzy) among link building, SEO, and public relations professionals. It's true that links are shared now by people in multiple ways that didn't exist just a few years ago. But what is the true effect and strategic value of these shared links? How do you 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.
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@twitterhandle
Header• 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
@ericward
Social Sharing Like It’s 1999…• http://www.urlwire.com/newsarchive/111599a.html
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@twitterhandle
Header• 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
@ericward
Social Sharing Like It’s 2011…
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@twitterhandle
Header• 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
@ericward
What Is Social Media To You?• 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.
• http://pupaya.com/
• List of Social Media and Social Networking Sites
@twitterhandle
Header• 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
@ericward
Tweets, Likes, and Shares Can Already Be Purchased, Making Them Algorithmically Untrustworthy.
@twitterhandle
Header• 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
@ericward
Too Many Signals?• If You Are After A Search Rank Boost Via Social Media Interaction, What
“Signals” Should You Be Pursuing?
@twitterhandle
Header• 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
@ericward
The Folly of Followers?• 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.
@twitterhandle
Header• 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
@ericward
Twitter Example• 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 often do they tweet? How often does what they tweet
get re-tweeted, and by whom? When someone tweets a link, how often is it clicked or
shared, and by whom?
@twitterhandle
Header• 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
@ericward
The Like/Share Resistance Effect• 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
about that addiction treatment center?
• Compare those to Lucky Charms Cereal or
Hot Wheels cars. It’s human nature. So, are
products that work well in embarrassing
verticals banished to no-likeville forever?
• How will the engines account for this effect
for rankings purposes?
@twitterhandle
Header• 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
@ericward
What Do We Know, and What Can We Do About It?• The engines want to include social link sharing data
• Early tests (live tweets in Google searches) and self selected networks
(circles), where my search results are only affected by people I’m already
connected to. Re-tweets.
• Social signals can be gamed, and if it can be gamed, people will try
• The engines therefore must focus on the few truly helpful metrics and
influencers
• You have to find the influencers in your vertical, and seek
engagement
@twitterhandle
Header• 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
@ericward
Find the influencers in your vertical, and seek engagement• Find relevant Twitter users with: • http://wefollow.com/
• http://www.twellow.com/
• Find relevant Twitter lists • http://listorious.com/
• Find local Twitter users • http://www.twitterlocal.net/
• http://www.twellow.com/twellowhood
• http://www.localtweeps.com/
@twitterhandle
Header• 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
@ericward
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 subject areas.
@twitterhandle
Header• 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
@ericward
Closing with an example:
If I want to build links or create awareness of this site http://www.audiology.org
http://bit.ly/sqTxR4
@twitterhandle
Header• 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
@ericward
- 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.
- Worry less about search engines and more about resource sharing among a handful of experts, often behind the 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.
@twitterhandle
Header• 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
@ericward
LinkMoses Private from Eric Ward10-15 Link Opportunity Alerts (LOA's) and linking strategy
posts sent to you individually via private email every month