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					                                  Social media marketing

Social media marketing refers to the process of gaining traffic or attention through social media sites.
Social media itself is a catch-all term for sites that may provide radically different social actions. For
instance, Twitter is a social site designed to let people share short messages or “updates” with others.
Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos,
joining events and a variety of other activities.
Why would a search marketer — or a site about search engines — care about social media? The two
are very closely related.
Social media often feeds into the discovery of new content such as news stories, and “discovery” is a
search activity. Social media can also help build links that in turn support into efforts. Many people also
perform searches at social media sites to find social media content. The articles from Search Engine
Land below give some more background on all of this:
 •Beyond Google: Social Media Engines First, Other Search Engines Second
 •How Search-Like Are Social Media Sites?
Advice At Search Engine Land
Here at Search Engine Land, we provide paid search advertising information and news in a variety of
ways:
How To: Social Media Marketing is our section that is devoted to practical tips and tactics about social
media marketing. Also see the related How To: Twitter section.
Let’s Get Social is Search Engine Land’s column that covers different social media marketing topics
every week.
Social Media Marketing Library Archives: This area of Search Engine Land provides a collection of all
stories we’ve written on the topic of social media. Also check out the related categories oflinkbait and
URL shorteners.
In addition to covering social media marketing generally, Search Engine Land also has areas
specifically about particular major social media sites and social search sites:
•Delicious
•Digg
•Facebook
•Foursquare
•Google Buzz
•Google Social Search (and see our What Is Google Social Search guide)
•Gowalla
•Twitter
•YouTube
•Social Search Engines
•Word Of Mouth & Buzz Search Engines
Remember, those with Search Engine Land memberships also have access to a wide-range ofvideo
content about social media marketing recorded at our SMX: Search Marketing Expo conferences. Our
Search Marketing Now webinar site also has social media marketing presentations available on
demand, to anyone, for free.
Continuing Advice & News
There are a number of blogs and forums that focus heavily on social media marketing,
Looking for an easy-to-scan compilation of social media news? Check out Alltop. For compilations of
the best articles on paid search in a given year, visit The Semmys. At Search Engine Roundtable, you’ll
discover a regular compilation of important discussions happening on a variety of search marketing
forums.
Also be sure to subscribe to our free SearchCap newsletter! SearchCap has a recap of all the day’s
social media marketing news from sources all over the web, as well as the day’s news from Search
Engine Land and from Search Engine Land’s related social news site,
“Social media marketing (SMM) is a form of internet marketing which seeks to achieve branding and
marketing communication goals through the participation in various social media networks”.Social
Media is a shorter top level term that describes the space overall, and covers the activities around
social interaction, content, videos, images and audio exposure.
Where to start?
Many of us are so excited about the technology and web (hence my somewhat trite opening), that we
forget key pieces to success: definition of business goals, objectives and overall process for execution.
The old “fail to plan, plan to fail” comes to mind. While you need to create the roadmap for your
online business – you must certainly decide on what goals and resulting metrics you want to attain.
Social media marketing can help you increase the activity around these top goals:
    •Website traffic and user behavior (external and internal tracking)
    •Conversion and sales tracking
    •Page views, ad exposure
    •Growing brand awareness (a softer value, takes longer to build)
    •Creating a positive brand association and keeping it there (see also reputation management)
    •Business development and a broader customer reach
How can you create and convert all this activity with social media?

Since the social web allows you to interact with others, create and promote content that can get links
and viral attraction, you can – with the right strategy – reach key influencers using this medium. We all
know what blogs alone can do, and they are pretty search engine friendly out of the box.


Social media expansion is important because this provides foundations for broader / faster mindshare,
along with supporting your search engine marketing objectives. You *can* convert traffic if you target
appropriately (research needed), and do not spam. Read each point below to get a deeper
understanding.

				
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posted:9/8/2012
language:English
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