2nnual d An THE SOCIAL LANDSCAPECMOs will invest more in social media this year than ever before, yet this is a scene that constantly shi s and changes. Here to help you better leverage these major social media sites is CMO.com’s 2nd annual guide to the social landscape—updated and revised for 2011. GOOD! OKAY! BAD! CUSTOMER BRAND TRAFFIC TOWEB SITE COMMUNICATION EXPOSURE YOUR SITE SEO A central and open Using pages as a persona allows For many Web sites, Facebook Google and Bing have both indic- communication portal, Facebook companies to position their has emerged as one of the top ated that they are using "social is the hub through which brands on other relevant pages. traﬃc sources. While the "viral signals" as part of their ranking businesses want to drive social For example, Starbucks page potential" is lower on Facebook algorithms, pointing to FacebookA social-networking site where interaction. Positive or negative, itself can now post on large than others, nothing is more and Twitter, in particular. Whileusers can add friends, send companies can use Facebook to co ee-lovers pages. consistent at driving a steady the links themselves are “no-messages, and build their own get their messages out and to ﬂow of traﬃc to every message follow," the search beneﬁts exist, receive customer feedback. or post. especially in instances whereproﬁles "Query Deserves Freshness." Twitter is the ultimate outbound It isnt what youre saying on The prevalence of noise and As with Facebook, Twitter has messaging tool. Inbound Twitter that exposes your spam have reduced Twitters been singled out as a component customer communications are brand. Its what you can get ability to send direct traﬃc. of Googles and Bings social quick and to the point, allowing others to say about you that However, it is an exceptional component. The links areA microblogging site that for simple monitoring and has the real impact. Getting tool for assisting with traﬃc "nofollow," but the socialenables users to send “tweets,” management of conversations. retweets and interactions can generation from other sites, component is real and expected do more for brand exposure like Digg, StumbleUpon, and to become more prominent overor messages of 140 characters than any other social site. Facebook. time.or less As a PR tool, Flickr gives Flickrs improved search Even if you get tens of Flickr is very much indexed in company-sponsored events rankings and integration with thousands of visits to a photo search engines and passes links a pictoral home that can be other social sites makes it the with your URL hyperlinked and page rank. It is also a major more professional and better high-quality image posting below, the click-through rates part of Googles and Bings socialAn image-and video- hosting organized than on other social service of choice. Bulk images are among the lowest around. search component—photosWeb site where community image- sharing sites (including should go on Facebook. Quality All links are "nofollow." liked by individuals can be seenmembers can share and Facebook). images should go on Flickr. more prevalently in their friends searches.comment on media Not the primary focus, but you LinkedIn is great for personal LinkedIn continues to Very high page rank, almost can potentially engage branding and showing the improve its standing in traﬃc guaranteed to be a ranking on customers by encouraging professional prowess in your generation by encouraging the ﬁrst page of search results, employees to answer organization. Encourage sharing through every new especially for your individualA social-networking site for industry-related questions employees to maintain feature it has rolled out employee names. High SEObusiness professionals people post and become known complete proﬁles to show o during the past year. It isnt as value for vanity search for your as an expert in the ﬁeld. your solid team. consistent as Facebook or as name, but that is about it. viral as Digg, but its getting better. Whether you seek to entertain, Your YouTube branding is YouTube is growing in the Very good for building links inform, or both, video is a second only to Facebook when traﬃc-generation segment, back to your site because the powerful channel for quickly people are researching your particularly through in-video videos rank very well. YouTube responding to customer company. Be certain that the messaging through annotations channels are a tried-and-trueA video-sharing Web site where complaints and showing your messages are frequent and that and URL branding. Clicks on way to send some really good social-media savvy. It is also the they align with what you want content links are still minimal, exposure and SEO back to yourusers can share and upload best venue for reputation as your perceived company but even those numbers have brand.new videos "repair" if things go wrong. persona. seen a recent rise. Customer interaction is Brands have an opportunity to Digg went through a rough Very good in that even if your nonexistent on Digg, but the gain mass exposure on Digg, spot in 2010, but seems poised story doesnt become popular, it intrinsic value of exposure particularly through the most for a rebound in 2011. Even will still get your page indexed that is possible through a Digg interesting stories posted about with the decrease in traﬃc, very quickly. Also, if your storyA social-news site where users front page story can highlight your company. It is a venue for it is still the most consistent does become popular, this iscan discover and share content other sites where customer content discovery—brands that viral-traﬃc generation site that likely the best site in terms communication is strong (such do well on Digg can do well can send tens of thousands of of getting the attention of as your blog). anywhere. visitors to individual posts. bloggers who will link to you. StumbleUpon is not a tool The paid campaign can be good StumbleUpon is the social Very good if your story makes it that is useful for customer for brand awareness, especially media equivalent of a traﬃc to the top page for its tag. Due communications. There is a a er you have attempted Grand Slam—it doesnt happen to StumbleUpons large user random chance of getting getting free, organic traﬃc to o en, but when it does, its base, many people can ﬁnd yourA social-news community a message to your current your home page. You can target huge. Keep discoveries diverse. stories and link to them. Forwhere members discover and customers and the user base is very accurately, but keep in You never know when youll vanity searches, your proﬁle growing, but its still very slim in mind you are paying $.05 per get hundreds of thousands, page ranks well, too.share Web pages comparison to other social sites. visit ($50 CPM). even millions of visitors from StumbleUpon. Only the extremely adept Attempting to build your brand Reddit has emerged in the past If you make the front page, a lot can use Reddit as a customer on Reddit is like trying to sell year as the best social news of sites will pick up your story, communication tool. Any time whale meat to Greenpeace. It traﬃc-generation site on the generating valuable back links. you open your company up to wont happen, and its likely to Internet. Quality and originality Many of these stories are pickedA social-news community the growing masses at Reddit, turn very ugly if you try. are paramount—if your up by reputable sites, givingwhere users post links to the there is a chance it can backﬁre. message isnt viral, Reddit will more trust to your site.site’s home page Occasionally, everything goes not approve. better than expected. The growing segment of Tumblr Tumblrs simple platform Images can get traﬃc. The blogging nature of Tumblr users and the ability to ask and and extreme ability to have Otherwise, there is no real allows for extremely high answer questions makes the site content shared on it make it a traﬃc potential yet. In the potential from a link-building a potential darling for customer viable branding tool. GenY is coming months, it may expand, perspective. The sitesA social-networking site where communications. As the sites migrating to Tumblr to share but currently almost all activity themselves also rank very wellusers can ask and answer exponential growth continues, opinions—if that demographic happens directly on Tumblr in the search engines.questions expect it to rival Twitter as a is important to your business, itself. top-2 communication tool. your Tumblr presence must be strong.