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4340 week-8
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4340 week-8

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  • 1. Roundtree
  • 2.       Open and honest Personal and professional Storytelling Snappy titles SEO Social bookmarking
  • 3. Three basic steps can get you started with social technologies and documentation:  Listen  Join  Provide a platform
  • 4. Google's methodologies incorporate the following criteria:  Popularity: The more links from relevant, authoritative domains back to your page and domain the more your pages and domains gain in ranking for the relevant keywords and phrases.  Relevance: The more relevant your content is to the keywords or phrases searched, the better the chances of your site being found for those keywords or phrases.  Recency: The more recent your content is to the keywords or phrases searched, the better the chances of your site being found for those keywords or phrases.  Frequency: The more frequently your content mentions the keywords and phrases, the better the chances of your site being found for those keywords or phrases.
  • 5.   Keyword density is the ratio of keywords to other words within your content. Keyword stuffing is a method by which page authors overpopulate a page with keywords to artificially get it indexed for those terms. If a search engine determines that the page is "stuffed," that page can be buried in the bottom of search results.
  • 6.    Meta keywords: Meta keywords have largely been abandoned by search engines as a resource for indexing page content. Using keywords in your keyword meta tag won't do your page any harm. Post slugs: Post slugs are the text associated with your blog post within the Web address or Uniform Resource Locator (URL). Most blogging platforms generate this automatically based on your post title. Post titles: Post titles formatted as h1 and h2 subheadings with keywords are an effective element. Review the code within your theme and in the location of the post title, verify that they are wrapped in an h1 or h2 tag. Many designers use span or div tags without realizing that the heading tags are an important page element for search engines.
  • 7.     Subheadings: Subheadings within your content should incorporate the use of h3 tags. Avoid using h1, h2, and h3 tags in your sidebar elements. Boldface terms: Using the <strong> html tag around keywords within your content is very effective. Underlined or italic words may have an impact. Image alt and description tags: Many bloggers upload fantastic images but neglect to take the opportunity to include keyword phrases that are specific to the image and the post. Leaving the alt or description tags empty when you insert an image is a lost opportunity. Internal links: Internal links provide readers with opportunities to dig deeper into your blog. They also provide an opportunity to insert keywords in the title tags of the anchor tag, like this one: <a href="http://mylinks.com/mypost.com" title="great keywords">more keywords</a> . Too many people use
  • 8.    First words of your content. Using keywords and synonymous terms within your content is important. Placing keywords in the first couple sentences can improve how your page is indexed, especially if your pages don't have meta descriptions. Content placement in HTML: If you view the source of your HTML, is your content at the top of the page? Many theme designers mistakenly insert the HTML for sidebars above the HTML for the content. Using CSS, a designer can place content first. Be sure this is how your theme is developed; otherwise, the search engine may believe your sidebar content is more important than your actual blog posts and page content. Repetition: Repetition is key with keywords. Don't use a keyword only once. Instead, find out where you can naturally add the keywords throughout your content in different combinations. Be sure to incorporate synonymous terms if it doesn't make sense to use the exact phrase.
  • 9.        Write three or four paragraphs of two to three sentences, each on a topic associated with your product or service. Write a compelling post title. Research keywords that people are searching for. Rewrite the post title with the keywords, trying to place them first. Rewrite the first and second sentence of the opening paragraph and use a keyword naturally in the paragraph. Review each subsequent paragraph and look for opportunities to insert a keyword. Read your post title and blog post and ensure that it sounds natural, without too many keywords repeated.
  • 10.  Who Else Wants [blank]? Starting a headline with "Who Else Wants …" is a classic social-proof strategy that implies an already existing consensus desire. Although this approach is overused in the Internet marketing arena, it still works like gangbusters for other subject matter. Example: Who Else Wants a Great Blog Template Design?  The Secret of [blank] This formula is used quite a bit — because it works. Share insider knowledge and translate it into a benefit for the reader. Example: The Secret of Successful Podcasting  Here Is a Method That Is Helping [blank] to [blank] Simply identify your target audience and the benefit you can provide them, and fill in the blanks. Example: Here Is a Method That Is Helping Bloggers Write Better Post Titles
  • 11.  Little Known Ways to [blank]: Use a more intriguing (and less common) way of accomplishing the same thing as The Secret of [blank] headline. Example: Little Known Ways to Save on Your Heating Bill  Get Rid of [problem] Once and For All: This classic formula identifies either a painful problem or an unfulfilled desire that the reader wants to remedy. Example: Get Rid of That Carpet Stain Once and For All  Here's a Quick Way to [solve a problem]: People love quick and easy when it comes to solving a nagging problem. Example: Here's a Quick Way to Back Up Your Hard Drive
  • 12.  Now You Can Have [something desirable] [great circumstance]: This is the classic "have your cake and eat it, too" headline — and who doesn't like that? Example: Now You Can Quit Your Job and Make Even More Money   [Do something] like [world-class example]: Gatorade milked this one fully with the "Be Like Mike" campaign featuring Michael Jordan in the early 1990s. Example: Blog Like an A-Lister Have a [or] Build a [blank] You Can Be Proud Of: Appeal to vanity, dissatisfaction, or shame. Enough said. Example: Build a Blog Network You Can Be Proud Of  What Everybody Ought to Know about [blank]: Big curiosity draw with this type of headline, and it acts almost as a challenge to readers to go ahead and see whether they're missing something. Example: What Everybody Ought to Know about Writing Great Headlines
  • 13.     Keep your paragraphs short and leave space between them. Make sure you leave space — whitespace — around your images. Use numbered and ordered lists often. Such lists stand out and are simple to digest. Keep your posts pithy. Try to keep to the point. Talk about a single point in each post and keep your explanations brief and concise. Your posts should be enough to explain your point but never longer. If you have multiple points, use multiple posts. Emphasize important elements of the post. Use bold, italic, and highlights. Bolded text stands out for search engines as well
  • 14.    Use photos, images, diagrams, and other visuals that represent your message well. Even when we read, our minds are a complex system that remembers images, not words. By supplying an image, you're making it easier for your content to be consumed and understood, thus encouraging the visitor to remain. Use videos. If pictures are worth a thousand words, videos are worth millions. Take advantage of inexpensive video equipment and video hosting services to produce videos as periodic blog posts. Use effective whitespace. Claude Debussy commented on music and the "space between the notes." Just as important as the words on your blog are the spaces between them. Ensure that the font you use is easily readable, spacing is used, bulleted and numbered lists are used often, keywords are bolded, and your posts are enhanced with images and video to help to improve cognition. Short, punchy paragraphs, subtitles, indenting, bold, and italic all help break up the monotony of the document and make it easier to scan. The upcoming section, "Considering the importance of whitespace," discusses using whitespace effectively.
  • 15.       Moderate user-generated content such as comments. If the comment will damage your company or brand, don't allow it to go public; contact the person who reported the issue immediately. Do everything possible to resolve the issue offline and explain the repercussions to your company if the issue is made public. Respond immediately and respectfully. Always take the lead in being an advocate who cares about your customers. Even a response that you're investigating the issue provides evidence that your company cares and reacts. Resolving the problem publicly may draw a lot of attention to your company, your product, or your service. Everyone wants to work with companies who care, respond, and respect one another. Think outside the box when you respond. Don't respond politically or by showing animosity to the person. Take the high road and you'll ultimately be recognized for it. If the criticism is factually accurate and not an opinion, admit it immediately and respond with an offering that can help resolve the issue. For example, if it's a complaint about a bug in your software, resolve the issue by responding that the problem has been identified, when it will be resolved, and how you'll communicate that to the customer. You may even wish to invite them to call or e-mail you about the specifics. Once resolved, you may want to send them a gift or a hand-written thank-you note for helping you identify and correct problems within your company. If the criticism is inaccurate or an opinion, acknowledge the person's frustration and request additional information. Take conversations like this off-line. Keep any arguments or debates absolutely factual. If you've been misrepresented in any way, be sure to inform your audience. Many times, your customers are simply frustrated and seeking attention. If you provide them positive attention, not only will they stop flaming you online, they may actually promote you.
  • 16.     Include only the title rather than the title and description. When you include the title and description, the tweet will take the full 140 characters. You want to leave some room if someone wishes to retweet your post and add comments or a name. Use bit.ly: Use bit.ly as your shortener so that you can see how often the links have been clicked. Add a post prefix: If you want to distinguish these automated tweets, you can add a post prefix, such as New blog post. Use hashtags: Many people search Twitter for news on specific key-words. If you have specific keywords that you're targeting with your corporate blog (and you should!), add a couple using hashtags. For example, #blogging #seo.
  • 17.  Social Bookmarking ◦ Be sure to measure which paths are providing the most traffic and conversions to your blog. ◦ You want to provide a balance of sharing other sites and promoting your own, too. Always promoting your site decreases your authority, following, and impact. Be sure to promote others within your industry before promoting yourself.  Syndicating with email listservs
  • 18. “A primary focus in a truly social platform is the opportunity to build personal relationships. Facebook began as a social networking site, but has evolved into what it calls a social utility. As a social utility, Facebook offers functionality in all zones of the social media mix: networking, group discussion (similar to forums), social publishing and media sharing, social commerce, and social entertainment.” (p. 108)
  • 19.   “Your profile is the foundation of your participation in social communities. It’s basically your digital self—the way you “type yourself into being.” The profile includes an image or avatar; a username (i.e., a handle); and descriptors such as age, location, interests, favorite books and movies, and family relationships. “Not only do we want our profiles to reflect our social selves, we might also want to protect our privacy and promote somewhat different personas to different reference groups.” (pp. 103-104)
  • 20. Social networking sites vary in terms of three important dimensions: ◦ Audience and degree of specialization ◦ The social objects that mediate the relationships among members ◦ Degree of decentralization or openness” (p. 108)
  • 21.    “Friends can interact with the brands; share information, photos, and videos; and participate in two-way communication…” The brand will develop a profile to represent its persona and then should interact in keeping with that profile—like a good actor, it should “stay in character.” Building brand personas strengthen brand personality, differentiate brands from competitors, and set the stage for a perceived relationship. Assuming the brand’s persona is likeable and credible, it can facilitate message internalization (the process by which a consumer adopts a brand belief as his or her own). It is a natural expansion of the trend for brands to create personalities for themselves, both through the use of creative language—including style, imagery, tone, and creative appeals—and music.” (p. 115)
  • 22.   “Influence posts occur when an opinion leader publishes brandrelevant content such as a blog post in social media. For example, when Girls With Guts (http://girlswithguts.blogspot.com/) blog about a recent restaurant opening, the earned media is known as an influence post. … Influence impressions don’t always spread virally, but when they do, the impact is substantial. These impressions occur in conversations held in social communities; in comments to blog posts and shared media; in “likes,” “followers,” and shares among friends; during conversations surrounding online shopping and group deals; and as people gift virtual branded goods to fellow game players. Anyone active in social media can create an influence impression, but influence is particularly powerful when that person is also well connected—what we’ve called an influencer. The size of a person’s network enhances the ability for the message to spread.” (pp. 112-113)
  • 23.     What value and impact does the corporate blog have on organizational social capital and knowledge sharing? A departmental blog can help improve knowledge-sharing activities that promote increased shared knowledge among the team, a sense of group belonging and cohesiveness, and the creation of informal and formal ties among team members. The blog evolved into a valued and trusted forum for disseminating and receiving knowledge, both tacit and explicit, by employees and managers alike. Some respondents mentioned that they felt a sense of duty to contribute to the blog, while others felt a more voluntary need to share knowledge
  • 24.   Over time, active leadership participation has emerged as a norm rather than an exception and, as a result, sharing knowledge on the blog has become part of a valued set of communication activities for engineers and technologists in the organization. As the perceived value of the blog as a knowledge-sharing and communication tool increased among the group, the motivation for participating became more voluntary and less of an obligation.

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