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Chapter 6 (social publishing)

Chapter 6 of Social Media Marketing

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Chapter 6 (social publishing)

  2. 2. Zone 2: Social Publishing Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-2
  3. 3. Types of Content  Blog posts  Feature articles  Microblog posts  Press releases  White papers* and case studies  Newsletters *A white paper is an authoritative report or guide helping readers understand an issue, solve a problem, or make a decision  Videos  Webinars  Presentations  Podcasts  Photos  More Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-3
  4. 4. What is Authentic?  Editorial  Commercial  Consumer-generated  Organic content  Incentivized content  Consumer-solicited content  Sponsored content  Bloggers who post sponsored conversations as their sole reason to contribute to a conversation are known as spokesbloggers.  Counterfeit conversations occur when an organization plants content that masquerades as original material an actual consumer posted. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-4
  5. 5. Editorial Calendar  Schedule for publication and helps bloggers and other content producers to forecast the time needed to manage the content development process, including researching topics, creating content, and promoting the content using social publishing strategies. Social Media Marketing, 2e© 6-5
  6. 6. Figure 6.3 A Content Value Ladder Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-6
  7. 7. Table 6.1 Pillar Content Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-7
  8. 8. Great Content Provides Value  Content curation refers to developing a valuable form of content that draws from the collection of existing content. Social Media Marketing, 2e© 6-8
  9. 9. Social Publishing Strategies  The media plan designates how the campaign’s creative content will be disseminated to the target audience  Using search engine optimization (SEO),the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings, marketers develop and publish content in ways that improve the likelihood that search engines will rank the sites well in response to search queries.  Social media optimization (SMO) is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities. Social Media Marketing, 2e© 6-9
  10. 10. Level 1: Social Publishing and Search Engine Optimization  A branded article is an article that is written to promote the writer’s expertise in the field.  Search engine marketing (SEM) refers to a form of online marketing that promotes websites by increasing the visibility of the site’s URL in search engine results, both organic and sponsored. Social Media Marketing, 2e© 6-10
  11. 11. How Do People Use Search Results  Pay-per-click are the fees a marketer pays when someone clicks on an online display ad.  On most screens, this means that every user will view the first three search results, but they may or may not scroll down.  Search engine marketers call this space on the screen where listings are virtually guaranteed to be viewed the “golden triangle.” Social Media Marketing, 2e© 6-11
  12. 12. How Search Engines Work  Search engines use web crawlers (also known as spiders and bots); these are automated web programs that gather information from sites that ultimately form the search engine’s entries.  The indexed data include tags and keywords derived from site content. Social Media Marketing, 2e© 6-12
  13. 13. On-Site Optimization  Off-site indicators are links from other sites.  On-site, coders try to optimize certain site characteristics (called on-site indicators) that the search bots and the search engine index.  The primary on-site variables are keywords embedded in the page’s tags, title, URL, and content.  Meta tags are codes embedded in a web page. 6-13
  14. 14. On-Site Optimization  Title tag is an HTML tag that defines the page’s title.  tag is an HTML tag that is used to section and describe content.  The title is your headline—the main indicator of your page’s content, it should be loaded with keywords.  The URL is the website address.  Dynamic URLs are generated from scripts and change over time, making it difficult for people to return to your content later.  Long tail keywords refers to multi-phrase search queries. 6-14
  15. 15. Off-Site Optimization  These off-site indicators include the number of links to a website from other sites, the credibility of those sites, the type of site promoting the link, and the link text (called anchor text).  There are two approaches to building links: (1) publish related content and links across other sites; (2) encourage other, unaffiliated sites to link to the brand’s content.  Linkwheels increase the number of links back to a site.  When other sites link back to the content, it’s called a backlink or a trackback. Social Media Marketing, 2e© 6-15
  16. 16. Off-Site Optimization  SEO marketers may be white, gray, or black hats:  White hats play by the rules of the system, striving to provide good quality content, with the best use of keywords and tags, and earned links at reputable sites.  Gray hats take some liberties with the system.  Keyword stuffing is the insertion of a superficially large number of keywords throughout a site’s content and tags.  Link exchanges are where sites agree to link with each other. They may also utilize three-way linking which is ensuring that their own sites link to each other in sequence and then back to the original site.  Paid links are considered somewhat unethical in that linking should be the realm of earned media, not paid. Social Media Marketing, 2e© 6-16
  17. 17. Off-Site Optimization  Black hats manipulate the system by utilizing several tactics considered unethical in the realm of search engine optimization.  Gateway pages are pages that real visitors are directed past stuffed with keywords.  Cloaking is the display of misleading content to search engines.  Link farms are groups of websites that link to each other and pages with unrelated links solely for the purpose of creating more links to the targeted pages. Social Media Marketing, 2e© 6-17
  18. 18. Level 2:Social Media Optimization  Social media optimization (SMO)employs tactics to increase the likelihood that others will share and promote content.These tactics can be on-site and off-site.  On-siteTactics.  On-site tactics include the content and the content needs to be valuable, interesting, or entertaining enough so that someone wants to endorse it.  A power site refers to a site with enormous readership, such as CNN.com.  On-site tactics include title, share tools, and RSS feeds.  Title refers to the title of the content and it is a primary tool for how we can hook people.We choose a hook that increases the likelihood that the intended audience will click.  The resource hook refers to content written with the intent to be helpful to the target audience.  The contrary hook refutes some accepted belief; it is challenging the belief inciting people to read the content if only to argue the point.  The humor hook is designed to show that the content will entertain.The research hook offers a claim about something of interest Social Media Marketing, 2e© 6-18
  19. 19. Writing Titles with LinkBait  Resource hook: 5 tips for great grades.  Contrary hook: Lose weight with chocolate.  Humor hook: Obese skunk cuts out bacon sandwiches.  Giveaway hook: Save $50 here.  Research hook: 66% of Americans are overweight. Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-19
  20. 20. Level 2:Social Media Optimization  Share tools are plug-ins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with many social networking, social news, and social bookmarking sites.  Plug-ins are third-party applications that “plug in” to a main site to add some form of functionality.  RSS feeds are tools to automatically feed new published content to subscribers. Social Media Marketing, 2e© 6-20
  21. 21. Off-site Tactics  Social media press releases are announcements that let media know of new developments via social channels.  They should have an optimized title, good keywords and tags, links to the main site landing page, RSS feed options, share buttons, and embeddable multimedia content that can be shared on several networks, in addition to the typical press release content.  Microblogs share headlines. Microblog posts can be useful for reminder communications and ensuring top-of-mind awareness, but they can also provide valuable links, direct traffic, and build credibility and reputation.  Social News and Bookmarking Sites.These filter vast amounts of information into sets that individuals can manage. Social Media Marketing, 2e© 6-21
  22. 22. Planning A Social News Campaign  Consider this list of community characteristics when evaluating the desirability of a community target:  What is the community’s focus (general news, specific topics)?  How many active users are involved in the community?What kind of traffic does the site receive?  How active are the top users on the site?  How many comments on average are generated for each new submission?  How many votes are required to earn front page status on the site?  Are stories on the site’s front page recent? How rapid is story turnover?  Are there limitations for branded content in the community’s Terms of Service?  What have others (such as bloggers) said about the social news site? Social Media Marketing, 2e© 6-22