What’s different about social-media optimization?

In short, everything. Social-media optimization is not at all like web-site optimization, though it should be part of your overall optimization strategy. Instead of adding keywords in the right places, tweaking your meta tags, and digging up the right balance of links, you’re doing something different — creating relationships, generating content, and tagging the Web. Don’t sell it short. The value of social media has already been proven by many organizations on the Web.

One thing to keep in mind as you’re considering social-media optimization is that it’s not as simple as throwing a few crumbs at a social network and waiting for people to come along and share those crumbs with their friends. They won’t.

If you approach social media in that manner, you’ll end up wasting your time, and then when you do get smart, the people who populate the social networking communities you tried it on won’t be as easy to win over to your side. People don’t forget when a faker tries to jump in their midst for purely marketing purposes. It’s the fastest way to send you right to the bottom of the socialmedia pond.

Social-media optimization is first about joining communities and creating relationships. And it’s only by going through the process of becoming part of the community that your brand will begin to be recognized by other community members. And that’s when your efforts will begin to pay off. When you’re optimizing for social media, you won’t be focused on adding keywords to your content or tweaking your meta tags. Instead, you’ll be focused on providing something that the members of your chosen social network need. It may be an article, it may be tagging news stories that are especially relevant to your industry, it may even be adding your expertise to a forum related to your expertise. However you participate in the community, participating will be your best optimization tool.

One thought on “What’s different about social-media optimization?”

  1. The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.

    Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.

    While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.

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