08 Mar 2011
We’re big fans of keyword research here at Room 214 because it’s at the core of many of the services we offer including business intelligence, search engine marketing and social media monitoring.
However keyword research isn’t just for optimizing websites or building out pay-per-click campaigns anymore. Utilizing keyword research for social media optimization has become an important tactic for improved online visibility. Why do you need to worry about including high quality keywords in your social content? By “high quality”, I am referring to those keyword phrases that are very relevant to your business, have significant search volume and in some cases have low competition.
1. For Greater Social Network Visibility
YouTube is the second largest search engine in the world, behind Google. Twitter search is widely used and incorporated into many 3rd party clients/tools. Facebook search… well Facebook search is awful but has to improve at some point. Optimizing social content with…
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07 Sep 2010
The following post is taken from my article on Search Engine Watch a couple weeks ago. As long as these articles continue receiving relatively good responses on SEW (indicating they are of interest), I’ll also be publishing them here. Enjoy!
A search engine’s ultimate mission is to serve the most relevant information it can. But from a search perspective, the emergence of social media has essentially expanded what’s relevant.
While many refer to this subject matter as social media optimization (SMO), I prefer social search optimization due to the specificity. The end game is simple, and nothing new under the sun: maximizing the visibility of relevant content for those looking for it.
But First, a Real War Story
My good friend, Valerie, was recently looking for a job. In anticipation of the process, she updated her LinkedIn profile and did some house cleaning on her Facebook page.
Considering what…
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25 Mar 2010
It’s a frequent question I hear: “Who Should Own Social Media?”
Three Common Reasons for Social Media
In our experience at Room 214 we typically see three major reasons organizations dive into social media:
1. Product Development/Feedback
2. Sales/Marketing/Brand
3. Customer Service
Each one of those “reasons” requires its own cast of characters to “own” the process. In addition – each carries unique key performance indicators to measure the health and success of the project. Because function-specific business goals, community value and KPI’s are all different – it’s critical for anyone heading social media efforts in a particular channel to have a clear understanding of the impact measures.
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15 Oct 2009
**This article outlines a personal experience with a client, leading them from search marketing success into social media and word of mouth marketing. To respect their privacy, I will only refer to them as ‘The Client’.**
Five years ago, search engine optimization (SEO) and pay-per-click (PPC) advertising were only beginning to take shape as legitimate lead generation and marketing strategies. At the time, SEO and PPC were cutting edge marketing strategies – many brands and companies had heard the buzz surrounding SEO and PPC, but were unable to pinpoint strategy or purpose behind it.
Today, SEO and PPC have evolved into common marketing strategies for brands to place their marketing budget. Companies understand the huge opportunities that exist within search marketing for return on investment. Social media, conversely, exists much like SEO and PPC did five years ago. Companies and brands are keen to explore the social media space, but are often…
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