With constantly evolving social platforms, proper social media optimization can have a huge impact on your online presence. At Zenith Duluth Socialcon 2013, Will Scott presented “Getting Social Online” exploring both paid and organic options for making the most of Facebook.
3. @w2scott Presented to #Zenith2013
Most Visited
comScore March 2013 Top US Web Properties
Google Sites
Yahoo! Sites
Microsoft Sites
Facebook
Amazon Sites
http://goo.gl/ZiSwq
4. @w2scott Presented to #Zenith2013
Top 5 Searches on Google
facebook
youtube
yahoo
yahoo mail
facebook login
9. @w2scott Presented to #Zenith2013
Most Shared by Media Type
• Video
• Photo
• Links
• Status
• *Questions?
http://www.imediaconnection.com/printpage/printpage.aspx?id=31503
14. @w2scott Presented to #Zenith2013
SOME PEOPLE HAVE TO PAY FOR IT
Tying A Steak Around Your Neck
15. @w2scott Presented to #Zenith2013
Just because you paid for it doesn’t make it less
satisfying
16. @w2scott Presented to #Zenith2013
Why Pay for It?
• EdgeRank – Facebook’s Visibility Algorithm
– Affinity, Time Decay and Weight
– The more connections and the more interaction, the
more likely your content is seen
• Organic EdgeRank has been diminished
– Only ~10% of your fans will see an update
• New ad units can reinvigorate EdgeRank
• If a tree falls in the forest and there’s no one
there to hear…
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
21. @w2scott Presented to #Zenith2013
Facebook Ad Types
http://si.ly/types-fbad
• Marketplace Ads
– Traditional ad unit, may be like or link oriented
• Sponsored Stories
– Positioned like Marketplace, focused on content
• Like Ads
– Leverage connections to grow fans
• Promoted Posts and News Feed Ads
– Overcome ad blockers and leverage the news feed
33. @w2scott Presented to #Zenith2013
Takeaways (feel free to tweet)
• Facebook is a vehicle for content delivery - and making
new connections.
• Good content with no promotion is a tree falling in the
forest with no one to hear.
• Promoting content on Facebook with promoted posts
is easier than falling off a log.
• On Facebook, if you have no audience, no one can hear
you scream.
• Experimentation is cheap and easy - figure out who
you want to talk to and get your message out.
34. @w2scott Presented to #Zenith2013
SEARCH INFLUENCE
Scalable Solutions Powered by Experts
35. @w2scott Presented to #Zenith2013
About Search Influence
• Helping customers successfully market online since 2006
• We work with thousands of clients, directly and as a white-label
provider to major national media companies.
• Scalable Solutions Powered by Experts
• Search Influence:
• 50+ full-time employees
• 70+ contract writers
• 12 AdWords Certified Staff
• Reputation:
• 2011 Inc. 500 honoree
• Recognized leader in search and social for local business
• Over a decade in online media
37. @w2scott Presented to #Zenith2013
SI on The Updates
Google “Farmer” Update: Big
Panda Makes Mountains and
Molehills
Google's Comin', Yo! Penguin
Update Resources You Can Use
SEO is Dead! Long Live SEO!
Be Semantic: How to Install
Microdata
38. @w2scott Presented to #Zenith2013
Thank you!
Will Scott
– searchinfluence.com/blog
– wscott@searchinfluence.com
– twitter.com/w2scott
Notes de l'éditeur
Sometimes however, you have to buy the love. And the great news is that Facebook now has easier to use tools to help you do that.
Affinity
Page, Content or Event
New Facebook Rule – no more than 20% of image can be text
When Facebook rolled out sponsored stories, EdgeRank became much harder to obtain. So now, you have to pay for it.
I’ve lived in the south for the last 25 years. What are you going to do.