Purposes & Approaches for Social Tools ! Twitter: Mentions, hashtags and RTs – share content with others, hoping to grow and share followers. Drive them to your content hub (e.g., blog or website). ! LinkedIn: Build your professional network – personally, invite those you know (especially those in your business) to connect to you. As a company, incite your customers to Follow your company page or group.
Purposes & Approaches for Social Tools ! Google+: This is great for SEO. If others in your industry are using this heavily, by all means do as they do to follow others and have them follow you (share content like Twitter or Facebook). ! Google+/Local: This is your “Location” page in Google (appears from Google searches in Google Maps; formerly Google Places). This is where customers post reviews of your company, so pay attention. Google does oﬀer some opportunities for response.
Purposes & Approaches for Social Tools ! YouTube: Believe it or not, YouTube is the #2 search engine! It also comes up heavily in straight Google search results. YouTube analytics integrate well with Google Analytics, and videos can be hosted in YouTube and posted for free on your website. So what are you waiting for? Build YouTube content!
Purposes & Approaches for Social Tools ! Facebook: Incite customers and others to follow your business page, and keep them engaged. Many companies today post “cutsie” pictures, which have nothing to do with their business, and ask for viewer response and captions. It works! It keeps viewers engaged – far more so than on business content. So a balance is encouraged, but more helpful is to ﬁnd engaging content relative to your industry for viewers to engage with. The Ga. Meeting Planners Int’l association posts social questions such as “How do you survive business trips and ﬂights”. They achieve high response and relevance.
Purposes & Approaches for Social Tools ! Pinterest: Food, Clothing, Hobby & Travel image-‐ sharing. Find your market’s image-‐sharing content relative to you and engage with them there. Provide images worth sharing to your market, ﬁnd those others have posted. Incite curiosity among casual image searchers/sharers and drive them to your content hub or use in link wheels. Optimize proﬁle and image descriptions. In SEO, the rising tide ﬂoats all boats – the broader one’s quality digital footprint, overall search results (website and other) grow.