Social Media is just for chatting right ?? WRONG !!
You know the standard response to a suggestion to using Social Media for business from some senior management is something like – ” Why does some random person need to know when I last went to the toilet ” . In other words social media is a place for inane, pretty well valueless chit-chat.
Certainly there are some people who do just ” chat ” on social media. Arguably some social media platforms are felt to be worse than others in this respect. Facebook and Twitter probably are thought to be the worst whereas Linkedin is thought to be the best.
Here at Centripetal we like to say that there are Communications aspects of a Social Media Presence; Authority or Ranking elements and also Promotional or Advertising elements.
Social Media is just another way that people communicate today. Whereas at one time it was just letters, then the telephone, telex and fax. Then mobile phones and SMS messages. Then email. Now sending Twitter ( Tweets ) and Facebook and Linkedin messages is just the norm. Certainly Twitter is used by many companies as a Customer Service communications channel and we use Twitter, Facebook, skype and Google + in parallel and depending on preference to communicate with clients.
So, certainly communications is one, very important way, of using Social Media. It is not always idle chatter it is often and more and more so ” real and meaningful ” exchanges.
Authority and Ranking Elements
Blog posts to Social Media pages contribute to Google’s ranking algorithm by contributing to the links to the site and by getting likes, shares and comments. Only Google knows exactly what weighting it puts on each element for each Social Media type but there is considerable evidence and agreement among SEO, Social Media and Internet Marketing professionals that Facebook, Google +, Twitter and LinkedIn links and engagement all count towards the authority of a particular domain.
If the authority of a domain increases then it will be easier for that domain to be found through natural, organic search for relevant keywords and phrases leading ultimately to the opportunity for a potential saving in PPC/Adwords costs or to avoid using it at all and a growth in general and targeted traffic.
Arguably, the objective should be to rank naturally for all important keywords and phrases thereby the OPTION to reduce/cease/ not use PPC/Adwords is presented.
Promotional and Advertising Elements
Typically Social Media platforms give you the opportunity to ” Promote ” your posts and also the opportunity to Advertise. On Facebook, for example, advertising can be very targeted. There are certain techniques for getting the maximum number of post views and likes and there are also techniques for advertising at the most efficient rates. Facebook has it’s own algorithm to determine what posts are seen in people’s News Feed’s and this is called ” Edgerank ” . You must understand Edgerank if you are to succeed in growing your Facebook audience and engagement.
It is understandable but wrong to think of Social Media Platforms as being purely communications platforms.
In history new communications methodologies have always been ” hijacked ” for marketing and sales purposes pretty quickly. Almost as soon as the telephone arrived it was used for cold calling. Fax machines are notorious for ” Spam ” faxes. The same thing with mobile phone ” text messages “.
The communications and promotional and advertising aspects of social media are therefore pretty typical. What is new about Social Media is it’s effect on the ranking and authority of a domain.