SCO (Social Content Optimization), is a process Edelman Digital is presently refining based on our belief that search and social are intertwined.

1. CONTENT CATEGORY AUDIT ASSESS PLAN C.O.P.© EXECUTE SOCIALIZE MONITOR
Content Optimization Plan
OPP. #1 - NEW IDEATE & SOCIALIZE WITH
VIDEO NEEDED SCRIPT SEED PLAN
IDENTIFY OPPORTUNITIES TO
ENHANCE EXISTING ASSETS • Youtube MONITOR
SEARCH & EXISTING OPP. #2 - MODIFY SCRIPT & • Embed FEEDBACK -
VIDEO SOCIAL AUDIT ASSETS EXISTING VIDEO EDIT • Reddit TRACK &
IDENTIFY OPPORTUNITIES TO • mag.ma ADJUST
• Quicktime Files CREATE REQUESTED CONTENT • Partnerships
• Windows Media Files OPP. #3 - POOR TAGGING & RESEARCH & • Syndication
• Flash Videos KEYWORD USAGE COPYWRITING • Etc
• Youtube Videos
• Vimeo Videos
• Facebook Videos OPP. #1 - NEW DOCUMENT CONTENT SOCIALIZE WITH
• Twitter Videos NEEDED DEVELOPMENT SEED PLAN
IDENTIFY OPPORTUNITIES TO
ENHANCE EXISTING ASSETS • Scribd Library MONITOR
SEARCH & EXISTING OPP. #2 - MODIFY EXISTING CONTENT • Slideshare Library FEEDBACK -
DOCUMENTS SOCIAL AUDIT ASSETS DOCUMENT EDITING • Embed to .com site TRACK &
IDENTIFY OPPORTUNITIES TO • Embed to Facebook ADJUST
• PDFs CREATE REQUESTED CONTENT • Etc
• Word Docs OPP. #3 - POOR VISIBILITY OR COPYWRITING/
• PowerPoint Docs STRUCTURE OF LIBRARY ARCHITECTURE
• Press Releases
OPP. #1 - NEW IMAGE PURCHASE OR SOCIALIZE WITH
NEEDED CREATE IMAGES SEED PLAN
SOCIAL IDENTIFY OPPORTUNITIES TO
ENHANCE EXISTING ASSETS • Photobucket MONITOR
CONTENT IMAGES
SEARCH & EXISTING OPP. #2 - MISSING OR
COPYWRITING
• Flickr FEEDBACK -
SOCIAL AUDIT ASSETS IMPROPER TAGS & ALT TEXT • Instagram TRACK &
OPTIMIZATION IDENTIFY OPPORTUNITIES TO • Etc ADJUST
(SCO) © • All static image assets CREATE REQUESTED CONTENT
OPP. #3 - POOR LIBRARY INFORMATION
STRUCTURE ARCHITECTURE
OPP. #1 - ENGAGE ON A PART-TIME SOCIALIZE WITH
IDENTIFY OPPORTUNITIES SPECIFIC MESSAGE BOARD AMBASSADOR SEED PLAN
TO ENGAGE WITH EXISTING • Blogs MONITOR
SEARCH & DIALOGUE OPP. #2 - RESPOND DIRECTLY PART-TIME • Facebook FEEDBACK -
CONVERSATION SOCIAL AUDIT
INSIGHTS
TO A THOUGHT LEADER AMBASSADOR • Twitter TRACK &
IDENTIFY OPPORTUNITIES TO • Forums ADJUST
• Blogs ENGAGE AUDIENCE • Message Boards
• Forums OPP. #3 - AMBASSADORS
TRAINING • Etc
• Message Boards NEEDED
OPP. #1 - RECIPES NOT SITE & INFORMATION SOCIALIZE WITH
IDENTIFY OPPORTUNITIES VISIBLE IN SEARCH ARCHITECTURE SEED PLAN
TO LEVERAGE & ENHANCE • Recipe Databases MONITOR
SEARCH & EXISTING EXISTING ASSETS OPP. #2 - INFORMATION NOT SITE & INFORMATION • News Sites FEEDBACK -
NICHE SOCIAL AUDIT ASSETS APPEARING IN LOCAL SEARCH ARCHITECTURE • Yelp TRACK &
IDENTIFY OPPORTUNITIES TO • Google Maps ADJUST
• Recipes CREATE REQUESTED CONTENT • Sharability
• News OPP. #3 - NEWS NOT APPEAR- SITE & INFORMATION • Etc
• Geo/Local ING IN SEARCH NEWS RESULTS ARCHITECTURE
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