Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee
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From SMX East 2013 - In House SEO and Social Media: How to Work Together - Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee. #SMX #34D

From SMX East 2013 - In House SEO and Social Media: How to Work Together - Getting SEO & Social Media Alignment Inside Your Organization by Warren Lee. #SMX #34D

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  • 1. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Warren Lee, Global SEO Manager, ADOBE SEO & Social Media Alignment @warrenleemedia
  • 2. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Warren Lee Manager, Global Search Marketing Global team delivering Organic & Site Search strategies for all Adobe products Team Charter • Deliver industry best practices • Drive KPI-focused results • Showcase Marketing Cloud products 11 years in Search, 15 years in Digital @warrenleemedia http://blogs.adobe.com/digitalmarketing/author/warren-lee/ http://searchengineland.com//author/warren-lee/
  • 3. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 4. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Search & Social Alignment 4 Strategy Data Innovation SEARCH + Social Media Center of Excellence SEARCH SOCIAL ALIGN SEARCH & SOCIAL MEDIA ACROSS THREE PILLARS
  • 5. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Why Align Social Media & SEO? 5 0 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 1,800,000 2,000,000 SEO VISITS *illustrative data.
  • 6. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized Results Example 6
  • 7. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Non Personalized Results Example 7
  • 8. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Non Personalized Results Example #2 8 A post in an SEO COMMUNITY In G+ and 36 seconds later it’s displayed in Google search results.
  • 9. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THEN 9 "It’s about linking, content and architecture.” LINKING ARCHITECTURECONTENT • Architecture = Accessibility, crawl • Content = Quality content, on page optimization. • Linking = External, Internal, PageRank
  • 10. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. NOW – The old rules still apply. But there are additional signals. "It’s about identity, relationships and content.” - Amit Singhal, Google 10 • Relationships = Personalization • Content = Quality content, page rank, relevancy, and on page optimization. • Identity = Agent Rank, relevancy, and the engagement graph IDENTITY RELATIONSHIPSCONTENT
  • 11. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Evolving Adobe’s Search & Social Organizational Alignment Source: Altimeter Group Centralized  One department controls all efforts  Consistent  May not be as authentic Distributed  Organic growth  Authentic  Experimenta l  Not coordinated Coordinated/ Hub & Spoke  Sets rules, best practices,  Spreads widely around the org  Takes time Multiple Hub & Spoke  Similar to Coordinated but across multiple brands and units Holistic  Each employee is empowered  Unlike Organic, employees are organized 2000-09 2010-12 2013
  • 12. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Structuring Adobe’s Social Center of Excellence • Pilot Programs • Vendor Evaluation • POV Newsletters • Best Practice Sharing with Industry Peers • Training • Consulting • Activation • Social Champions • Governance/Audits • Policy Enforcement • Account Management • BU Alignment & QBRs • Social Leadership Council • Measurement Framework • Data Driven Insights • Listening Strategies & Research • Dashboards • Benchmarking measure manage innovateenable 12 4 pillars
  • 13. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Clearly defined engagement process ORGANIZE • Define Objectives • Identify Roles & Resources • Listen: Benchmark Social Presence DEVELOP PLAN • Comprehensi ve Strategy Planning • Global Brand Voice • Platform/tools • Content Strategy • Crisis Plan ENGAGE • Right Place • Right Time • Influencers • Advocates INSIGHTS • Online Monitoring • Analysis, Reporting & Optimization
  • 14. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Defined Social Media Policies 14  Guidelines/Guardrails  Reflect Adobe’s cultural values and philosophy toward social media  “Use common sense and act responsibly”
  • 15. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aligned Cross Functional Training 15  Playbooks & best practice sharing  Guidelines  SEO Best Practices  Basic governance  Crisis mitigation  How to build a social media task force  How to build a social strategy  Listening, measurement, & insights
  • 16. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Aligned Cross Functional Training 16 • Comprehensive presentation on Search & SEO • Address beginner, intermediate, & advanced areas • Customize for stakeholders • Regularly updated best practices document • Train each new group • 30 minute formal session • 5 minute ad-hoc when starting a new project “Get the DNA of SEO aligned early & often.”
  • 17. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Broad Employee Training 17 • Formal social training & certification program • Integrating principles-based training + specific activation initiatives • Designed with scale in mind • Further refining social brand standards & governance • Building based on learnings from other corporate training initiatives (Dell, Sprint, Intel, etc.) Holistic
  • 18. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social Media Presents Many New Business Opportunities • Reduce costs Decrease support calls • Increase customer satisfaction • Learn more about our customers; lead gen • Enable partners to engage (share content/programs) • Build brand affinity • Drive demand • Ecommerce opportunities • Incorporate user feedback into product design and development process R&D Marketing Support Sales/ Channel
  • 19. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Strategy – Integrated SEO + social media strategies & processes Social strategiies SEO touch point Amplify the voice of the customer (e.g., Creative artists, customer stories, #1, #100, #1,000, etc., CC member) Keyword research, test voice of customer in messaging Promote segment product updates and announcements (i.e., PS CC update) Keyword research Promote new CC features and CC segment product features Keyword research Leverage Voice of the Customer content Keyword research, incorporate reviews mark up Voice of CCT Customer (blog,G+) Keyword research, blog review SEO best pratices, G+ best practices for SEO mitigate lingering negativity analyize any top ranking keywords to sites with negativity Creative Days (All – EMEA) Geo-targeting content to drive awareness (i.e. Erik PS video) Localization SEO support Promote CC availability & special offers align in messaging Promote “misconceptions” infographic & encourage trial to skeptics linking recommendations Editorial calendar Keyword research Social touch point SEO Strategies Optimize internal linking when possible, and SEO recommendations Internal Linking – blogs, press releases Incorporate SEO feedback SEO training, provide keyword mapping Optimize internal linking when possible, and SEO recommendations Press release review KPI KPI Units targets Units target, visits target19
  • 20. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO Process, working with the Social Media team  SEO Best Practices presentation  Keyword research and optimization training for the team  Blog authors work with SEO team to establish target keywords relevant to theme of the upcoming messaging  SEO team reviews and provides optimization recommendations, relevant both to messaging optimization and linking  Support rel author implementations Blog optimization best practices  Select a theme-relevant keyword for optimization  Use keyword in Blog name (it will also propagate to browser Title, URL and Header tag)  Use theme-relevant keywords high in the page content for higher relevancy  Link to a theme-relevant page on www.adobe.com when appropriate, using target keyword in link text 20
  • 21. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Finding and communicating theme-relevant linking opportunities  1. Search in Google to identify theme-relevant: "edit pdf" site:blogs.adobe.com "edit pdf" site:tv.adobe.com  If no good linking opportunities keywords: - either try variations: "edit pdf files" or "edit pdf file" - or search without "" to see variations: edit pdf site:blogs.adobe.com  2. Find good theme-relevant messaging with a strong linking opp: http://blogs.adobe.com/acrobatforlifesciences/2012/12/key- enhancements-in-acrobat-xi-for-the-bio-pharma-market/  3. Identify the owner  4. Create request that we can send to the owner, i.e.: Under "Restrict Editing Easily" section of the page, first sentence (underscored, below), please link "edit pdf" to http://www.adobe.com/products/acrobat/pdf-editor-pdf-files.html "With Acrobat’s new ability to edit PDF, you may wish...” 21
  • 22. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22 Day CMS: Theme-relevant Linking Tool Step 2: In the “Edit” mode, authors are able to click on “S” button Day CMS now provides a tool for authors to link content to pages that are closely matching theme of created content. Step 1: Authors click “Edit” to create or update the content Keywords that match these provided in mapping spreadsheet are being highlighted URL selector shows linking opportunities; author clicks on the link to insert the link Notes: - Content authors do not need to highlight keyword in order to run the tool, just press an SEO button and the tool will check keywords and highlight the linking opportunity
  • 23. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tactical Alignment – 5 Steps SEO & Social listening
  • 24. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Keywords 24  Keywords relevant to your audience  What keywords matter to them?  SEOs know keywords  Share with your Social Team  Build a ‘joint mindset’  Audience interests defined by keywords
  • 25. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Trending Tweets 25 Absolute number of tweets with keywords  Twitter keyword volume Week on Week change in # of tweets  Spot trends and ‘bumps’ in volume  Define degrees of change  “Large trends are only meaningful if the absolute volume is significant” Start collecting and storing the data  Rate trending keyword groups – strong, moderate and so forth
  • 26. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26  Capitalize immediately on strong trending keywords  Time is of the essence  Do topics overlap with existing campaigns?  If so, prioritize some relevant keywords  Utilize trending data to decide priority keywords  Consider how many tweets you send out  Frequency and timing  Produce your final list of keywords core to your twitter strategy 3. Strategy
  • 27. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Alignment 27  Keyword to page mapping is now more important than ever before  Share your list of target keywords  Identify pages that are best optimized for each of those keywords  Refine your keyword priorities  If you see some pages that are high performing in terms of rank or conversions then..  Increase the priority for the keywords that map to these pages Map existing pages to trending keywords
  • 28. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Crafting the tweets 28 Craft your Tweets It is not just about volume.  “The right tweet content, in the right  language, in the right place, at the right  time” Utilize promoted tweets  SERP results and visibility  Test if tweets strike a chord with users per your keyword discovery – use AdWords
  • 29. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Crafting the tweets 29 Craft your Tweets It is not just about volume.  “The right tweet content, in the right  language, in the right place, at the right  time” Utilize promoted tweets  SERP results and visibility  Test if tweets strike a chord with users per your keyword discovery – use AdWords Twitter tips. Do THIS not THAT  use exclusive: +16% CTR use bonus or free not gift: +57% / +40% CTR use awesome not great: +42% CTR use hottest not hot: +49% CTR use best not good: +28% CTR use amazing not excellent: +26% CTR use grow not increase: +27% CTR use details not more: +14% CTR use you not me: +33% CTR  Tweets with “?” get 17% higher CTR  Don’t overdo exclamations  Tweets with “!!” get 33% lower CTR  Don’t include @usernames  Tweets with “@” get 28% lower CTR  Use whole dollar prices (ie $10 vs. $9.99)  Tweets with whole prices get 23% higher CTR
  • 30. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Data - Measuring the holistic impact between social media & SEO 30 IS THERE A HALO EFFECT? • Align on KPI’s - What dashboards should be shared? • How to prove sales and conversion goals for social media? • Can social sentiment data inform SEO strategy? • Can we use SEO keyword data to inform Social Outreach?
  • 31. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 31 SEO ranking dashboard – Source BRIGHT EDGE
  • 32. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. KPIs as Indicators of Program or Business Success Business Objective KPI 1 KPI 2 KPI 3 KPI 4 KPI 5 Awareness Social Community Growth Share of voice or Share of Influencers’ voice Volume of conversations and reach Ratio of positive, negative and neutral sentiment Unique conversation contributors Engagement Percent of community interacting with content Interactions per follower Content virality and velocity “Likes”, re-tweets, shares, mentions, etc. Campaign #hashtag use Lead Generation Cost per lead from social channels RFI submissions through social Qualified sales leads from social Reach within target audience # of white paper downloads Demand Gen/ Conversion Direct attribution - revenue and trial downloads through tracked links Cost per acquisition Conversion rates and average order value from social channels Revenue attribution for key influencers On-site product reviews influence on conversion rates Customer Support Cost savings (call deflection) Avg. time to issue resolution Change in sentiment around support issue Number of issues resolved Issue resolution rate per agent Advocacy Number of active advocates Volume of conversations driven by advocates Percent of brand communication driven by advocates Influence score and reach of advocates Revenue attributable to advocates Product Innovation Number of product ideas submitted Number of ideas included in product Number of bugs reported and fixed Size of community providing product feedback Engagement rates in product forums
  • 33. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SEO dashboard – Source BRIGHT EDGE 33
  • 34. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Impact of Social on SEO Keyword “social analytics” Over 1 week in December - Rank up from position 28 to 2 - 7 new Tweets + traditional SEO Over 3 weeks in February - Rank up from position 4 to 2 - 28 Tweets and 6 Facebook Likes & Shares - No other additional linking or on-page optimization *Source: BrightEdge 34
  • 35. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Value of Your Social Followers 35 Customers that engage with brands on social  Stronger purchase intent: 60% more likely to purchase from a brand  Greater actual spend: ~40% more money spent than other customers  Deeper emotional commitment: Grant on average 33 point higher NPS score - Bain Research, 2011
  • 36. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. The Social Value on Search = Analytics + Insights Reporting and Recommendations Data AnalysisMonitoringBuzz metrics: topics, trends and sentiment 60,000 mentions in social each day Deep dives to understand business impact Insights to inform business & content strategy Tools: Adobe Social Sysomos BRIGHT EDGE Tools: Adobe Marketing Cloud Sysomos BRIGHTEDGE Standardized Reports Dashboards
  • 37. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Innovation- Developing the best practices of the future Strategy Data Product Support 37 Drive innovation at the nexus of aligned data, strategy & produ
  • 38. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Experimental Measurement: Deep Emotion Analysis  Creative Cloud Conversation Analysis  Emotions:  Happy / Sad  Admiration / Hatred  Fear / Anger  Surprise / Anticipation  Analysis:  Individual Emotions  Aggregated Emotions of all CC conversations  Aggregated Emotions per user  Future  Predictive sentiment analytics
  • 39. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Creative Cloud Announcement Emotions Measuring emotions for AdobeMAX
  • 40. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SOCIAL + SEARCH – A virtuous cycle 40 Search keywords inform Social content strategy Social conversations drive Search equity Search enhancements increase Social signals Social conversations inform keyword strategy
  • 41. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Summary Alignment between search and social is synergistic and is a top priority STRATEGY  The value of social media goes beyond getting social signals to improve rankings  SEO is no longer just about content, linking and site architecture  It’s also about building social identity, relationships & engagement DATA  Align on KPI’s that relate to search and social media  Data is not just for looking at what you did, rather it can guide what you should be doing.  Social data can inform your content strategy  Social data tells you what your customers want, and where they prefer to consume content online TECHNOLOGY Is the only solution towards effectively listening to your customers which is a critical component towards implementing data driven strategy. 41
  • 42. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Q&A 42 Any QUESTIONS?
  • 43. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 44. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 44 Changing the world through digital experiences
  • 45. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. APPENDIX 45 All the other STUFF* * Best practices check off lists for your future reference
  • 46. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Blogs Items Action Note Content Determine content strategy by objectives and theme (thought leadership/news/tips/etc.) Keywords Consult with product teams for their target keyword for the products and categories related to the article; leverage keywords in header and body Other resources: SEO/SEM keywords, on-site search queries, social media sites Title Use keyword in blog post title Meta Description Use keyword in meta description. Each article should have a unique meta description Category/Tags Every article should be categorized and tagged. Ensure categories and tags reflect how customers search for content and identify themselves (not how company categorizes customers/business areas). Categories should be used as a navigation/menu. Body Text Use keyword in body text throughout the article; balance use of keywords and maintain an authentic tone of voice Links Use keyword for linked page in anchor text. Cross link to related articles Link to geo pages whenever possible, instead of US/Global pages URL Use simple and short URL structure with keyword It’s good to have category name in URL structure Micro-formats and Schemas Use “rel=author” tag to indicate the ownership/editor of each blog post See Schema.org and Microformats.org for info Prepared by: AJPR LLC 2010 46
  • 47. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Blogs (continued) Items Action Note Images and Videos Use keyword in file name. Add a short description with keyword (title and alt tags); Posts with dynamic media are more engaging for social communities Use title=“xxxxxxx” and alt=“xxxxxxx” tags Page Template Apply <H1> to article main header, and <H2> to sub header. Place social icons on each page where visible to readers Virtual (Vanity) URL Use 301 redirect from Virtual (vanity) URL to the static URL ending with “.html” Site/Page Indexing Create a XML sitemap for blog site, and submit it to engines Check with SEO/IT about creating a site map Engagement Invite comments and questions on your posts to continue the conversation; update blog posts w/ new information as it becomes available to keep content fresh Cross-Amplification Cross-amplify blog posts on other social networks and other Adobe channels to extend the reach Posts on other social networks that link back to blog should also be keyword optimized (Twitter, Facebook, Google+, etc.) Frequency Ensure frequency of content is regular and consistent to ensure that readership has reason to come back to site Prepared by: AJPR LLC 2010 47
  • 48. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Facebook Items Action Notes Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content Balance use of keywords with tone. Remain authentic Engagement Encourage engagement within posts – ask questions, invite comments, and respond. Tagging Tag other Facebook pages in posts to extend the reach of your content Text Areas Create robust profile (bio, about, description) with keywords that links back to home page Frequency Balance frequency of content based on amount of community engagement Timing Test different post times to determine which days/time your community is most engaged Keywords Consult with product teams for their target keyword for the products and categories related to social posts. Include keywords and rich media (photos/videos) Keyword integration should be shared between all social media sites Link to Facebook from domain Link to each global Facebook account from country home page Facebook Like button Enable Facebook Like on pages Facebook Open Graph Consider whether use of FB Open Graph makes sense for your domain Prepared by: AJPR LLC 2010 48
  • 49. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Twitter Items Action Note Profile setup Treat text areas as relevant for search engine indexing – include keywords and links in bio Content Determine content strategy by objective and theme (thought leadership/news/tips/etc.); balance owned content w/ third party content Keywords Consult with product teams for their target keyword for the products and categories related to series of posts; leverage keywords in tweets Other resources: SEO/SEM keywords, on-site search queries, social media sites URL linking Drop links authentically, don’t overload on anchor text used Search & Social teams should be aware of similar goals & URLs that support that Influencers Identify and influencers by industry & product and follow – engage with their content through retweets and @replies Twitter button Enable on relevant part of your domain Hashtags Leverage hashtags that are keyword optimized and receiving high traffic Engagement Monitor your @mentions and respond to questions/comments Frequency Balance frequency of content based on amount of community engagement Timing Test different post times to determine which days/time your community is most engaged Prepared by: AJPR LLC 2010 49
  • 50. © 2012 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social + Search Checklist: Google+ Items Action Note Rel-author Set up rel-author tag on your site or blogs Enables more visibility of social posts tied to an individual author Google+ Individual Accounts Tie Google+ to rel-author for individual writers or bloggers Google+ Corporate Account Set up Google+ Corporate account Include meta description and link back to corporate domain Google Profiles Fill in your Google profiles with relevant information & links Google +1 button Enable on your domain Keywords Consult with product teams for their target keyword for the products and categories related to the article Other resources: SEO/SEM keywords, on-site search queries, social media sites Body Text Use keyword in Google Profiles and Google+ posts Links Use links through social posts on Google+ Link to geo pages whenever possible, instead of US/Global pages Social Media Content All content on social channels should be keyword optimized , include links and rich media in content whenever possible Balancing keywords while staying true to your voice is critical Text Fields on Social Channels Leverage all available areas on social profiles to fill in keyword rich content – bios, about sections, content descriptions, etc. Prepared by: AJPR LLC 2010 50