Jon Barilone Notes From SGVEP Presentation
Thank you to everyone who attended the “Social Media As Part of Your Marketing Mix” panel at SGVEP’s 2012 Opportunities Conference! It was a pleasure to discuss our insights with you and learn what questions you had about using social media.
Jon Barilone has offered to post a summary of his opening comments, as well as some of the notes and resources he compiled. We hope you find this content useful for your future social media endeavors. If you ever feel as though you need an extra hand in developing or optimizing your social media strategy, please feel free to contact us.
Using social media to proactively protect your business or organization’s online reputation:
- “Online reputation management” means influencing the top search engine results for your company/organization name.
- The general tactic is creating (or leveraging) positive content and utilizing Search Engine Optimization (SEO) tactics to push that content above non-positive or irrelevant search results.
- Consumers have a growing voice: 9 out of 10 unhappy consumers complain about their purchases/experience online and 8 out of 10 online consumers will change their mind about a purchase based on negative reviews.
- Many social media platforms make it easy to create pages/profiles with your desired username (e.g. your company/organization name), and many of these platforms can rank in top search engine results for your name due to their innate popularity. Go to CheckUsernames.com to see where your username is available.
- Google owns two-thirds of the search engine market share, and gives some preference to its own social media platforms: Blogger/Blogspot, Picasa Photo Albums, YouTube, Google+ Pages, and Google Sites.
- Other naturally high-ranking websites that allow you to create custom usernames/URLs are: Facebook Pages, Twitter Profiles, LinkedIn Company Pages, FriendFeed, WordPress, and Tumblr.
- Use your main website as the linking “home base.” All your social media assets should link back to your main website and, if possible, cross-link to one another. This tells search engines that your main website and social media assets are connected. That means search engines will recognize your new social media assets have relevant content about your company/organization and should be high up in search results.
- Consistent content production is key to moving your social media assets up in search engine rankings and keeping them there. Employ tools that help you post to multiple platforms at once such as HootSuite.
http://hootsuite.com – a great social media management tool
http://scoop.it and http://paper.li – two popular social media content curation tools
http://www.web-strategist.com/blog/2010/12/13/framework-the-social-media-roi-pyramid – the “Social Media ROI Pyramid” from tech consultant Jeremiah Owyang
http://www.wholefoodsmarket.com/twitter – an example of empowering franchises/branches to use social media
http://socialmediagovernance.com/policies.php – social media policy examples
http://simplymeasured.com – a nice suite of social media analytics/report tools
http://socialmention.com – a free social media “listening” tool