The best way to integrate Social Media into your overall marketing plan, is to understand the value it provides. This presentation focuses on Links and the transition of value to Social Signals, along with tips on how to improve and increase the links and social signals you get from your content.

2. Benefits of
Social Media Marketing
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Links
Social Signals
Branding
Traffic
Ads
Feedback
Sales
Customer Service
Etc…

3. Benefits of
Social Media Marketing









Links
Social Signals
Branding
Traffic
Ads
Feedback
Sales
Customer Service
Etc…

4. Social Media for Links
Weird Asia News

5. Social Media for Links
 Really drove the growth of Social Media Marketing
 Linkbait
 Controversy or Contests
 Content
 Widgets
 Infographics
 Digg
 Reddit, Delicious…

6. Social Media for Signals
 Facebook & Twitter
 People started sharing more than linking

7. Social Media for Signals
 Facebook & Twitter
 People started sharing more than linking
 It just makes sense

8. Social Media for Signals
 Facebook & Twitter
 People started sharing more than linking
 It just makes sense
 It is where Search Engines and SEO are going
 Increased discussion on signals and ranking
 Moz’s 2013 Ranking Factors
 +1s one of the biggest ranking factors
 Sum of all Facebook shares, likes, comment
http://moz.com/search-ranking-factors

9. Social Media for Signals
 Google and Bing moving toward social signals
 Matt Cutts (Google) : “Over time, Google will care more about identity and
social reputation.”
 Duane Forrester (Bing) : “Social and links will hit an equilibrium. Social gives
you insight into the psychology of individuals and groups. There are a lot of
people working to figure out social signals at Bing. Social reveals intent,
we’ll see how it influences search.”
 Maile Ohye (Google): “To rank well, provide an awesome product or service,
then attract buzz: natural links, +1s, likes, follows, shares…”

10. Content
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News / Current Events
Lists
How-To
Offbeat / Humor
Controversial / Opinion
Contest / Giveaways
Meme
Infographics
Videos

11. Tricks and Treats
Content Related
•
Pay attention to timing; holidays, current events, memes, etc
• Improve and re-promote older content that becomes relevant
• Track trends, setup alerts, social site searches for keywords
• Be a resource for them to link to or share

12. Tricks and Treats
Content Related
•
•
Pay attention to timing; holidays, current events, memes, etc
• Improve and re-promote older content that becomes relevant
• Track trends, setup alerts, social site searches for keywords
• Be a resource for them to link to or share
Provide good text snippets, one liners, stats, or quotes, for people to link to or share

13. Tricks and Treats
Content Related
•
•
•
Pay attention to timing; holidays, current events, memes, etc
• Improve and re-promote older content that becomes relevant
• Track trends, setup alerts, social site searches for keywords
• Be a resource for them to link to or share
Provide good text snippets, one liners, stats, or quotes, for people to link to or share
Identify alternate angles for your content and approach individuals or accounts that
promote similar content
• Today I Learned, You Should Know, Did You Know
• Adds longevity and makes content more memorable

14. Tricks and Treats
Content Related
•
•
•
•
Pay attention to timing; holidays, current events, memes, etc
• Improve and re-promote older content that becomes relevant
• Track trends, setup alerts, social site searches for keywords
• Be a resource for them to link to or share
Provide good text snippets, one liners, stats, or quotes, for people to link to or share
Identify alternate angles for your content and approach individuals or accounts that
promote similar content
• Today I Learned, You Should Know, Did You Know
• Adds longevity and makes content more memorable
Be interesting, informative, and visual

15. Tricks and Treats
Content Related
•
•
•
•
•
Pay attention to timing; holidays, current events, memes, etc
• Improve and re-promote older content that becomes relevant
• Track trends, setup alerts, social site searches for keywords
• Be a resource for them to link to or share
Provide good text snippets, one liners, stats, or quotes, for people to link to or share
Identify alternate angles for your content and approach individuals or accounts that
promote similar content
• Today I Learned, You Should Know, Did You Know
• Adds longevity and makes content more memorable
Be interesting, informative, and visual
Create resources where no quality ones exist
• Computer shortcuts and hacks, visual guide to first time Windows to Mac users,
IOS7 Battery saving steps, etc
• Check support forums

16. Tricks and Treats
Content Related
•
•
•
•
•
•
Pay attention to timing; holidays, current events, memes, etc
• Improve and re-promote older content that becomes relevant
• Track trends, setup alerts, social site searches for keywords
• Be a resource for them to link to or share
Provide good text snippets, one liners, stats, or quotes, for people to link to or share
Identify alternate angles for your content and approach individuals or accounts that
promote similar content
• Today I Learned, You Should Know, Did You Know
• Adds longevity and makes content more memorable
Be interesting, informative, and visual
Create resources where no quality ones exist
• Computer shortcuts and hacks, visual guide to first time Windows to Mac users,
IOS7 Battery saving steps, etc
• Check support forums
Use embed code on graphical content
• Make sure to link back to the page with the graphics or the root domain (avoid
sections, SEO wording or different sites)
• Use right click blockers that pop up with embed codes or links and guide people to
link to the content with a quote or code instead.

17. Tricks and Treats
Visibility Related
•
@mention or message known publishers and influencers of related content

18. Tricks and Treats
Visibility Related
•
•
@mention or message known publishers and influencers of related content
Use social ads to target bloggers and influencers
• Research publishers and authors of related content
• Sections on Reddit or StumbleUpon, Interests on Facebook

19. Tricks and Treats
Visibility Related
•
•
•
@mention or message known publishers and influencers of related content
Use social ads to target bloggers and influencers
• Research publishers and authors of related content
• Sections on Reddit or StumbleUpon, Interests on Facebook
Customize your message to the social site your on
• Facebook – Personal
• Google+ - Resourceful
• Reddit – Clever and Humorous

20. Tricks and Treats
Visibility Related
•
•
•
•
@mention or message known publishers and influencers of related content
Use social ads to target bloggers and influencers
• Research publishers and authors of related content
• Sections on Reddit or StumbleUpon, Interests on Facebook
Customize your message to the social site your on
• Facebook – Personal
• Google+ - Resourceful
• Reddit – Clever and Humorous
Track comments and referrers to identify opportunities
• New communities or sites
• Opportunities to interact

21. Tricks and Treats
Visibility Related
•
•
•
•
•
@mention or message known publishers and influencers of related content
Use social ads to target bloggers and influencers
• Research publishers and authors of related content
• Sections on Reddit or StumbleUpon, Interests on Facebook
Customize your message to the social site your on
• Facebook – Personal
• Google+ - Resourceful
• Reddit – Clever and Humorous
Track comments and referrers to identify opportunities
• New communities or sites
• Opportunities to interact
Partner with related quality companies and sites
• Blogger Outreach 2.0
• Infographics
• Social Exposure (for you or them)

22. Tricks and Treats
Visibility Related
•
•
•
•
•
•
@mention or message known publishers and influencers of related content
Use social ads to target bloggers and influencers
• Research publishers and authors of related content
• Sections on Reddit or StumbleUpon, Interests on Facebook
Customize your message to the social site your on
• Facebook – Personal
• Google+ - Resourceful
• Reddit – Clever and Humorous
Track comments and referrers to identify opportunities
• New communities or sites
• Opportunities to interact
Partner with related quality companies and sites
• Blogger Outreach 2.0
• Infographics
• Social Exposure (for you or them)
Utilize proper profile linking
• Facebook – Short & Long Description, Milestones
• Twitter – Profile link
• Google+ - Bio page details
• Link to focus content

23. Let’s Connect
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Facebook.com/brentcsutoras
Facebook.com/SearchEngineJournal
Gplus.to/kairay
Gplus.to/brent
Plus.google.com/+searchenginejournal
@kairaymedia
@brentcsutoras
@SEJournal