SlideShare ist ein Scribd-Unternehmen logo
1 von 22
SOCIAL
PUBLISHING
6
Zone 2: Social Publishing
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-2
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
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
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
Figure 6.3 A Content Value
Ladder
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-6
Table 6.1 Pillar Content
Social Media Marketing, 2e©
©Tracy L. Tuten and Michael R. Solomon 2015
6-7
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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

Weitere ähnliche Inhalte

Was ist angesagt?

Why Social Media Marketing is Important
Why Social Media Marketing is ImportantWhy Social Media Marketing is Important
Why Social Media Marketing is ImportantJessica Pavona
 
Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)Jawad Chaudhry
 
Social media marketing Strategy
Social media marketing StrategySocial media marketing Strategy
Social media marketing StrategyTecmoz Solutions
 
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)Chapter 7 (social entertainment)
Chapter 7 (social entertainment)Jawad Chaudhry
 
Social media strategy
Social media strategySocial media strategy
Social media strategyEvan Kruk
 
Social Media Marketing (SMM)
Social Media Marketing (SMM)Social Media Marketing (SMM)
Social Media Marketing (SMM)mudit agrawal
 
Social media strategy
Social media strategySocial media strategy
Social media strategyAnna Dosev
 
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing StrategyThe impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing StrategyNew River Marketing
 
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Grape5
 
Social Media Marketing presentation
Social Media Marketing presentationSocial Media Marketing presentation
Social Media Marketing presentationChidi Okereke
 
The Benefits of Social Media for Business
The Benefits of Social Media for BusinessThe Benefits of Social Media for Business
The Benefits of Social Media for BusinessPCM creative
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing PlanAshley Egan
 
Social Media & Marketing
Social Media & MarketingSocial Media & Marketing
Social Media & MarketingZest Online
 

Was ist angesagt? (20)

Why Social Media Marketing is Important
Why Social Media Marketing is ImportantWhy Social Media Marketing is Important
Why Social Media Marketing is Important
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)Chapter 2 (social media marketing strategy)
Chapter 2 (social media marketing strategy)
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Social media marketing Strategy
Social media marketing StrategySocial media marketing Strategy
Social media marketing Strategy
 
Chapter 7 (social entertainment)
Chapter 7 (social entertainment)Chapter 7 (social entertainment)
Chapter 7 (social entertainment)
 
SMM 01
SMM 01SMM 01
SMM 01
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
Social Media Marketing (SMM)
Social Media Marketing (SMM)Social Media Marketing (SMM)
Social Media Marketing (SMM)
 
Social media strategy
Social media strategySocial media strategy
Social media strategy
 
The impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing StrategyThe impact of Social Media on Marketing Strategy
The impact of Social Media on Marketing Strategy
 
Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5Social media & its role in marketing - Grape5
Social media & its role in marketing - Grape5
 
Social Media Marketing presentation
Social Media Marketing presentationSocial Media Marketing presentation
Social Media Marketing presentation
 
Social Media Marketing
Social Media MarketingSocial Media Marketing
Social Media Marketing
 
What is social media marketing
What is social media marketingWhat is social media marketing
What is social media marketing
 
Social media marketing
Social media marketingSocial media marketing
Social media marketing
 
The Benefits of Social Media for Business
The Benefits of Social Media for BusinessThe Benefits of Social Media for Business
The Benefits of Social Media for Business
 
Digital Marketing Plan
Digital Marketing PlanDigital Marketing Plan
Digital Marketing Plan
 
Social Media & Marketing
Social Media & MarketingSocial Media & Marketing
Social Media & Marketing
 

Ähnlich wie Chapter 6 (social publishing)

9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY  9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY MargaritoWhitt221
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docxaryan532920
 
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Rob Garner
 
Best Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagarBest Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagarPankajavalli1
 
Best Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagarBest Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagarPankajavalli1
 
Driving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy WebsitesDriving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy Websitesnelsonjs
 
Driving Traffic
Driving TrafficDriving Traffic
Driving Trafficnelsonjs
 
Search Engine Marketing Presentation
Search Engine Marketing PresentationSearch Engine Marketing Presentation
Search Engine Marketing PresentationPaul Clark
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docxpoulterbarbara
 
Learn24 SEO & Social Media Presentation
Learn24 SEO & Social Media PresentationLearn24 SEO & Social Media Presentation
Learn24 SEO & Social Media PresentationDerek Edmond
 
Brian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confBrian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confmstcaa
 
Integrating social media and search strategies
Integrating social media and search strategiesIntegrating social media and search strategies
Integrating social media and search strategiesJasmine Sandler
 
HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkMarcel Media
 
M. alfie ridwan seo sosmed
M. alfie ridwan seo sosmedM. alfie ridwan seo sosmed
M. alfie ridwan seo sosmedAlfie Ridwan
 
Kanetix socialproposal
Kanetix socialproposalKanetix socialproposal
Kanetix socialproposalgomacgregor
 
Digital Marketing Full Course | Shaun Mentor
Digital Marketing Full Course | Shaun MentorDigital Marketing Full Course | Shaun Mentor
Digital Marketing Full Course | Shaun MentorShaun Mentor
 

Ähnlich wie Chapter 6 (social publishing) (20)

Link Value of Social Media
Link Value of Social MediaLink Value of Social Media
Link Value of Social Media
 
Mkt 380 week 7
Mkt 380 week 7Mkt 380 week 7
Mkt 380 week 7
 
Social Media And Seo
Social Media And SeoSocial Media And Seo
Social Media And Seo
 
Social Media And Seo
Social Media And SeoSocial Media And Seo
Social Media And Seo
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY  9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx 9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
Social Media 101: The Search and Social Landscape for Small Businesses, by Ro...
 
Best Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagarBest Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagar
 
Best Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagarBest Digital marketing PPT in Laxmi nagar
Best Digital marketing PPT in Laxmi nagar
 
Driving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy WebsitesDriving Traffic to State Tax/Budget Policy Websites
Driving Traffic to State Tax/Budget Policy Websites
 
Driving Traffic
Driving TrafficDriving Traffic
Driving Traffic
 
Search Engine Marketing Presentation
Search Engine Marketing PresentationSearch Engine Marketing Presentation
Search Engine Marketing Presentation
 
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
9B17E009 TECH TALK CREATING A SOCIAL MEDIA STRATEGY .docx
 
Learn24 SEO & Social Media Presentation
Learn24 SEO & Social Media PresentationLearn24 SEO & Social Media Presentation
Learn24 SEO & Social Media Presentation
 
Brian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-confBrian massey socialconversion-mccombs-alumni-conf
Brian massey socialconversion-mccombs-alumni-conf
 
Integrating social media and search strategies
Integrating social media and search strategiesIntegrating social media and search strategies
Integrating social media and search strategies
 
HSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatworkHSMAI2011 west web-strategiesthatwork
HSMAI2011 west web-strategiesthatwork
 
M. alfie ridwan seo sosmed
M. alfie ridwan seo sosmedM. alfie ridwan seo sosmed
M. alfie ridwan seo sosmed
 
Kanetix socialproposal
Kanetix socialproposalKanetix socialproposal
Kanetix socialproposal
 
Digital Marketing Full Course | Shaun Mentor
Digital Marketing Full Course | Shaun MentorDigital Marketing Full Course | Shaun Mentor
Digital Marketing Full Course | Shaun Mentor
 

Mehr von Jawad Chaudhry

Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)Jawad Chaudhry
 
Advertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hutAdvertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hutJawad Chaudhry
 
Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Jawad Chaudhry
 
Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)Jawad Chaudhry
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Jawad Chaudhry
 
Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)Jawad Chaudhry
 
Chapter 3 (brand positioning)
Chapter 3 (brand positioning)Chapter 3 (brand positioning)
Chapter 3 (brand positioning)Jawad Chaudhry
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Jawad Chaudhry
 

Mehr von Jawad Chaudhry (20)

Chapter 4
Chapter 4Chapter 4
Chapter 4
 
Chapter 8
Chapter 8Chapter 8
Chapter 8
 
Chapter 7
Chapter 7Chapter 7
Chapter 7
 
Chapter 6
Chapter 6Chapter 6
Chapter 6
 
Chapter 5
Chapter 5Chapter 5
Chapter 5
 
Chapter 3
Chapter 3Chapter 3
Chapter 3
 
Chapter 1
Chapter 1Chapter 1
Chapter 1
 
Apple vs. android
Apple vs. androidApple vs. android
Apple vs. android
 
Apple inc.
Apple inc.Apple inc.
Apple inc.
 
Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)Amul daily (camel milk launch in india)
Amul daily (camel milk launch in india)
 
Alpienliebe
AlpienliebeAlpienliebe
Alpienliebe
 
Advertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hutAdvertisement wars pappa john vs. pizza hut
Advertisement wars pappa john vs. pizza hut
 
1920 evil returns
1920 evil returns1920 evil returns
1920 evil returns
 
Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)Social Media: Chapter 1 (horizontal revolution)
Social Media: Chapter 1 (horizontal revolution)
 
Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)Chapter 7 (leveraging secondary branda ssociations to build brand equity)
Chapter 7 (leveraging secondary branda ssociations to build brand equity)
 
Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)Chapter 6 ((integrating marketing communications to build brand equity)
Chapter 6 ((integrating marketing communications to build brand equity)
 
Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)Chapter 5 (designing marketing programsto build brand equity)
Chapter 5 (designing marketing programsto build brand equity)
 
Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)Chapter 4 (choosing brand elements)
Chapter 4 (choosing brand elements)
 
Chapter 3 (brand positioning)
Chapter 3 (brand positioning)Chapter 3 (brand positioning)
Chapter 3 (brand positioning)
 
Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)Chapter 2 (customer based brand equity)
Chapter 2 (customer based brand equity)
 

Kürzlich hochgeladen

The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligenceHinde Lamrani
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Marketing BRANDING
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfMedia Logic
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialistsmlicam615
 
Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plandrkarimsaber
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigiKarishma
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfadult marketing
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptxswarajkoli3
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...VereigenMedia1
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software SolutionsDevherds Software Solutions
 
From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOSzymon Słowik
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management NotesKiranTiwari42
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?Partnercademy
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxGeorgeCulica
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfwilliam charnock
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubNitin Manchanda
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainBanyanbrain
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfHigher Education Marketing
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingDaniel
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroductioninfoshraddha747
 

Kürzlich hochgeladen (20)

The power of SEO-driven market intelligence
The power of SEO-driven market intelligenceThe power of SEO-driven market intelligence
The power of SEO-driven market intelligence
 
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
Agencia Marketing Branding Examen Fundamentals Digital Marketing Google Abril...
 
Gen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdfGen Z and Millennial Debit Card Use Survey.pdf
Gen Z and Millennial Debit Card Use Survey.pdf
 
20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists20 Top Social Media Tips for Peer Specialists
20 Top Social Media Tips for Peer Specialists
 
Ryanair Marketing and business development Plan
Ryanair Marketing and business development  PlanRyanair Marketing and business development  Plan
Ryanair Marketing and business development Plan
 
Digital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G AgeDigital Marketing in 5G Era - Digital Transformation in 5G Age
Digital Marketing in 5G Era - Digital Transformation in 5G Age
 
Exploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdfExploring The World Of Adult Ad Networks.pdf
Exploring The World Of Adult Ad Networks.pdf
 
14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx14principles of management by hanry fayol.pptx
14principles of management by hanry fayol.pptx
 
Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...Master the art of Social Selling to increase sales by fostering relationships...
Master the art of Social Selling to increase sales by fostering relationships...
 
5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions5 Digital Marketing Tips | Devherds Software Solutions
5 Digital Marketing Tips | Devherds Software Solutions
 
From Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEOFrom Chance to Choice - Tactical Link Building for International SEO
From Chance to Choice - Tactical Link Building for International SEO
 
Introduction to marketing Management Notes
Introduction to marketing Management NotesIntroduction to marketing Management Notes
Introduction to marketing Management Notes
 
What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?What’s the difference between Affiliate Marketing and Brand Partnerships?
What’s the difference between Affiliate Marketing and Brand Partnerships?
 
Codes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptxCodes and Conventions of Film Magazine Websites.pptx
Codes and Conventions of Film Magazine Websites.pptx
 
History of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdfHistory of JWT by The Knowledge Center.pdf
History of JWT by The Knowledge Center.pdf
 
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content ClubSEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
SEO Forecasting by Nitin Manchanda at Berlin SEO & Content Club
 
A Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | BanyanbrainA Comprehensive Guide to Technical SEO | Banyanbrain
A Comprehensive Guide to Technical SEO | Banyanbrain
 
Master the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdfMaster the Art of Digital Recruitment in Asia.pdf
Master the Art of Digital Recruitment in Asia.pdf
 
Unlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate MarketingUnlocking Passive Income: The Power of Affiliate Marketing
Unlocking Passive Income: The Power of Affiliate Marketing
 
social media optimization complete indroduction
social media optimization complete indroductionsocial media optimization complete indroduction
social media optimization complete indroduction
 

Chapter 6 (social publishing)

  • 2. Zone 2: Social Publishing Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-2
  • 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. 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. 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. Figure 6.3 A Content Value Ladder Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-6
  • 7. Table 6.1 Pillar Content Social Media Marketing, 2e© ©Tracy L. Tuten and Michael R. Solomon 2015 6-7
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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