I originally started my career in public relations before moving into the marketing function. Throughout the years, there are several skills that I’lve picked up that have been essential to my role. Here are the five key skills that I believe are a must for today’s marketing professional, in no particular order: Continue reading »
This is the fourth post in a 6 part series on using social media. In this fourth installment, I look at linking strategies.
I believe it was Jeremiah Owyang who mentioned that your website is no longer the first place that sales leads or customers see. Rather, Google’s search results is now the new home page for your company.
As such, SEO (search engine optimization) has become a strategic tool in every interactive marketers tool box for increasing a company’s presence on search engines. In addition to SEO, bookmarketing sites/services like Digg, Delicious, StumbleUpon, and Facebook’s share application can further extend your news to key audiences. Update: Per comment, claim your blog via Technorati so your posts are automatically catalogued by the site.
Bookmark Your Content: While Digg may be an obvious choice, my perception is that Digg is for more trendy or consumer related stories. Rather, I recommend establishing an account on delicious or StumbleUpon. While the former is more text based, the latter, to me, is more visually driven.
I recommend using delicious to bookmark press releases, website pages, white papers and other information related to your company. If you have videos or interesting images, consider submitting them to StumbleUpon.
Submit Your Link to Appropriate Sites: As I mentioned in my previous post, content posted on certain social networks will appear in search engines. When appropriate, consider submitting press releases, white papers, media coverage and rich media content to these social networks. There are also websites that will accept news releases for their daily news coverage.
Tag Your Content: This is a way to describe the content through keywords. According to Wikipedia, “This kind of metadata helps describe an item and allows it to be found again by browsing or searching. Tags are chosen informally and personally by the item’s creator or by its viewer, depending on the system.”
Add Users to Your Network: Regardless of where you submit your links, each website has a community of users and allows you to add other members your network. Consider connecting with users who 1) have already bookmarked your content as this demonstrates an interest in the subject matter and 2) have a network of active users who are bookmarking content in your industry.
I have to admit, this is one area that I’ve paid minimal attention to. It is a time intensive strategy that has huge implications for driving traffic to your website or content if done well.
I recommend checking out Tom Pick’s series of posts on social tagging at WebMarketCentral.
Other posts in the series:
Using Social Media: Part 3 – Social Networking Sites (updated link)
OOPS – forgot to publish this last week =)
This will be my last summary until the New Year. Come back next week for my post reflecting on my first 6 months of blogging and popular posts. You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed:
Pitched Into a Coma - Ok – I shouldn’t be pointing to this but I did find Ken Magill’s of DIRECT Magazine description of a bad PR pitch quite amusing. Here’s an excerpt of his “rant”:
Or maybe the reason we didn’t call back is because the pitch put us into a catatonic state. Such was the case with a pitch received here several weeks back.
It was so buzzword laden that before it put me into a catatonic state, it made me cock my head to the side like a confused dog.
Remedial Social Media Guide – Michael Pick wrote a great primer for social media at MasterNewMedia. For those just starting out, this is a must read, while it may seem simplistic for those already implementing social media.
Social Networking for B2B PR – Tom Pick provides some interesting tips on how to use social networking for B2B PR. I highly recommend points 1 and 3 for any PR practitioner.
Oh No Spock! – Alec Saunders typically writes about VoIP type of issues. He occasionally looks at things that impact him, such as this interesting practice from Spock – the people search engine. Alex highlights how Spock is using interesting ways to send invites to people for your trusted network.
SEOd Blog Drives Sales Results – BtoB Magazine highlights how a company leveraged SEO to increase blog traffic which in turn drove sales leads. As more and more B2B companies begin experimenting with social media applications and tools, there will be more case studies of this type.
technorati tags: Bad PR Pitch B2B Marketing MasterNewMedia Michael Pick PR SEO Social Media Social Networking
del.icio.us tags: Bad PR Pitch B2B Marketing MasterNewMedia Michael Pick PR SEO Social Media Social Networking
icerocket tags: Bad PR Pitch B2B Marketing MasterNewMedia Michael Pick PR SEO Social Media Social Networking
It’s that time of year to reflect back on the year and make your resolutions for the New Year. I gave up resolutions a long time ago – how can you ask a chocolate lover give up chocolate for a whole year? Sorry – just can’t do it.
So instead of resolutions, here are the top posts from 2007:
- Let the 2008 Trends Lists Begin
- Many of you were curious about me
- You liked the compilation of How to Pitch Bloggers list
- And like me, online reputation management was a concern
- SEOing press releases was another top post
The Blog Bubble? – R. Scott Raynovich of Light Reading has an interesting post on Internet Revolution. Raynovich believes that there will be a crash in blogs in terms of how one can make money and continue drawing an audience. If he’s correct, then those blogs that provide truly interesting content and insight will continue to stay above the noise. I think we may also see the rise of more blog-lomerates (blogging conglomerates) list GigaOm, TechCrunch, VentureBeat and others.
What Millennials Don’t Know – Advertising Age highlights ten marketing myths and their implications for marketers. Sorry Mellennials, the world doesn’t revolve around you!
Hallelujah – The Truth About PR “Relationships” – I read a few PR agency blogs and inmedia is one of the best. In a recent post, inmedia highlight the myth about media relationships resulting in media coverage. As the post concludes: Bottom line: The only thing that has any currency in a newsroom, the only thing any journalist cares about, is the news value of the story. Anyone who tells you otherwise doesn’t understand the news business
Marketing In is Better Than Out – Brian Hulligan of HubSpot wrote this interesting post about how company websites can become better “hubs” for industry information. In this way, your prospective customers can better find you on search engines, blogs and social networks.
Spammers Get Sneaky – I had paid scant attention to what seems to be a security hole in WordPress. Wired highlighted a recent sneak attack on Al Gore’s website. I’m assuming this doesn’t impact the freely hosted WordPress, right?
Consumer Stats for Pitching – MediaPost’s Online Spin blog summarized some interesting data points that were published in Time magazine. Great fodder for those 2008 pitches or for those guys prepping for CES already!
More SEO Tips for Press Releases – Lee Odden of Online Marketing Blog has some useful tips for press release optimization. Lee has advice from some of the leading press release wires. Also check out my previous post about how to select keywords for your press release.
Oh My – You Can Be Fired for CARING Too Much – I’ve just started reading Alec Saunders’ blog. Alec usually covers VoIP and VON related issues, but occasionally brings up issues in his native Canada. This recent post about a customer service rep who is concerned about being fired because she spends time with customers. Sorry Sears, you’re getting the “I Hate Customers” award.
technorati tags: Blogs Consumer Stats Customer Service inmedia HubSpot Marketing Millenials Media Relations PR Press Release Public Relations SEO Spam Weekly Articles
del.icio.us tags: Blogs Consumer Stats Customer Service inmedia HubSpot Marketing Millenials Media Relations PR Press Release Public Relations SEO Spam Weekly Articles
icerocket tags: Blogs Consumer Stats Customer Service inmedia HubSpot Marketing Millenials Media Relations PR Press Release Public Relations SEO Spam Weekly Articles
keotag tags: Blogs Consumer Stats Customer Service inmedia HubSpot Marketing Millenials Media Relations PR Press Release Public Relations SEO Spam Weekly Articles
Last week, Robin Good of MasterNewMedia suddenly experienced a drop of incoming traffic. As an indepedent online publisher, Robin relies on organic searches (primarily Google) for his business. Unbenownst to him, his site somehow ran afoul of the Google’s guidelines, and his research via Google’s Webmaster Central yielded some clues to why his site was penalized by Google.
According to ComScore, Google has nearly 50% of the search market share as of May 2007 of this year. If you inadvertently do something that goes against Google’s policies, you could lose a significant portion of your audience. And if traffic to the blog is how you are measuring success to your client, then how do you manage this?
I strongly advise any PR practictioner advising clients on blogs to read the full story – Google Nightmare is Over. Links to the series of articles are located at the bottom of this posting.
Tom Pick, B2B marketing expert and author of The WebMarketCentral Blog, wrote a great series of posts about social tagging. I’ve included links to his comprehensive look at how social tagging can help drive B2B traffic below. Instead of repeating Tom’s excellent work, my question is who’s responsible for social tagging – PR or Marketing?
I guess it depends on the resources of your client. For a company with a full marketing department, this work may fall to the person responsibel for search engine optimization/search engine marketing (SEO/SEM). This person is responsible for establishing programs that drive the organic traffic to your website.
From my perspective, social tagging should also fall on this person’s plate. If a company doesn’t have someone focusing on SEO/SEM, then this is a possible opportunity for PR. Like all PR, social tagging must be done strategically and methodically. And from Tom’s work, valuated over a period of 2 – 3 months. Couple of things that come to mind:
1. Track what you’re tagging and to map out the timeline. Whether you’re working with your client or have access to analytic information, reviewing traffic patterns to these specific pages will be one way to measure the effectiveness of your program.
2. Without understanding the different social tagging sites (at least for now!), let’s assume that other people can also bookmark your links. If this is possible, then consider getting updates with each new bookmark through something like google reader. For example, I get updates each time our website is bookmarked by someone on del.icio.us.
And me? I guess I’ll start with a couple of pages, see what happens and go from there.
Source – Tom Pick’s The WebMarketCentral Blog, Social Tagging Series:
- Part 1: Alexa Rankings
- Part 2: The Worst
- Part 3: Specal-Purpose Sites
- Part 4: B2B Traffic Building
- Part 5: Tier 3 Sites
- Part 6: Tier 2 Sites
UPDATE: I forgot one more: Part 7: The Best
Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.