Blog & Twitter What is it? What is the trend?What are the possible evolutions?
Creation and Distribution of Content• What is it?- Creation of a powerful content is about the quality (expert and concise), visual (pictures or videos), and engaging (personal, opinion, interaction)- A good distribution is clear share buttons, rss feed, SEO (keywords & backlinks)- For twitter: tweet-up, retweet, replies, hashtags and content in 140 characters• What is the trend?- Content curation and rich media content blog like tmblr- Micro-blogging sites like tipepad conversation. Answer fun questions like « Your best friend calls you and tells you he/shes really sick? How do you show you care? »- New Tools to find best content from blog, web, video, pictures… thoora.com, hashtagify.com,• What are the possible evolutions?- People in call center behind twitter profiles for customer services
PR/Marketing Use of Blogs• What is it? - Key bloggers become experts/tastemakers because they establish themselves as an authority within a specific niche, commonly offering an avant-garde POV that positions them as an appealing alternative to mainstream media - Innovative PR’s/Marketers turn to bloggers who can reach potential consumers on a personal level that still feels like the voice of an expert. The “short-lead”/viral nature of blogging (and the potential of cross- contamination of multi-platform exposure it provides) can lead to instantaneous results in brand awareness and sales• What is the trend? - Blogs are now viewed as a more serious information source and agencies are being established to ‘represent’ bloggers and align them with appropriate branding opportunities - Blogs have taken to embedded ‘product placement’ as a result of these brand partnerships, which can lead to less original content. Editorial content and e-commerce experiences are blending as blogs start to sell brands and brands start blogs on their e-commerce sites (Agency Example: Digital Brand Architects, Brand Examples: Ralph Lauren, Schik) -Since blogs offer visitors an interactive experience (due to commenting, sharing etc) which consumers have come to expect and that a standard editorial feature cannot offer, brands can help grow their own ‘social voice’ through a presence on blogs which is becoming an increasingly important factor in how consumers choose brands today (Example: Pink Pony campaign)• What are the possible evolutions? - More bloggers will take on the role of online ‘personalities’ and brand consultants causing their personal image will outweigh their content. Smaller brands may have less of a presence as contracts with bigger names continue to sweep the blogosphere - Blogs may begin to take on the look of a shoppable online catalog and the lines between online magazines and blogs may become more vague
PR/Marketing Use of Twitter• What is it? - Instantaneous social media platform that thrives on inclusion over exclusion because any user can follow a person/brand of interest (unlike FB where the interest in the relationship if more likely to be mutual) - Beyond a socializing platform, Twitter is a fast-paced source users turn to for information (news, sales) - Mass appeal involves easy access to photos, external links, hashtag trends and retweets• What is the trend? - PR’s/Marketers use Twitter not only to get brands in front of a high quantity of people, but in front of high quality of people whose voice and approval can ensure numbers and status for that brand - Twitter often replaces impersonal email/press release outreach because the person receiving the Tweet and/or DM immediately knows this person is a ‘follower’ and has a vested interest in them - The “voice” of successful twitter handles are often personable but authoritative and offer ‘followers’ the feeling that they are actually ‘insiders’ This humanizes the Twitter experience when interacting with a brand (Examples: @OscarPRGrl, @DKNYPRGirl)• What are the possible evolutions? - September 2011 announcement of official Twitter Web Analytics tool is predicted to affect small and medium businesses the most, and may cause remaining skeptics to invest in Twitter opportunities - Advertising on Twitter with rates depending on the popularity of the handle (Brands are already individually paying for sponsored links) - More brands will recognize the power of the use of hashtags to create ‘Twitter chats’, or concentrated conversations among users genuinely interested in a topic (this can extend to Twitterviews)
On-page optimization of a blog• A properly optimized blog can get higher SE rankings.• If possible, use your primary keyword in your blog domain (URL).• Use your primary key phrase in your blog header tags and the Title tags of your posts.• Use your secondary keywords in the body of your post.• Use your keywords in the anchor text of links.• Your archives and previous posts should be accessible from all pages of your blog so that they will also be easily spidered.
Micro-blogging Identifying Hashtag (Twitter)• A #hashtag (a word or abbreviation with the # sign directly in front of it)• How to identify numerous #hashtags : What is the Trend?: Learn about trending hashtags. When something starts trending, What the Trend? will provide a quick blurb on whats going on with an explanation of what the hashtag means if it is an abbreviation. Hashtags.org: Hashtags.org gives the recent tweets with the tag and its use (provides graphs and hour-by-hour information on top hashtags). Monitter: Tracking tweets that have a certain hashtag in real-time Track hashtags with lower popularity try a Twilert. (It provides a daily email about when a specific hashtag was used.)