While I think that social media is “the last item up for bid” in terms of a company’s battle plan in search marketing, this doesn’t mean it’s not an important part of an overall strategy. I’ve said it before, an SEO has to be fluent in every discipline. Social media is a the perfect way to:
1) Get links from a variety of outbound sources, at a variety of IP address (though the anchor text is an if’y proposition)
2) A great way to get brand recognition through several communities, marketplaces, and verticals quickly
3) And, if you can pull it off through nice landing pages, a great way to boost conversions
The strategy with any social media marketing effort is, simply put, to hold a conversation with a community, while manipulating them to perform the desired action. It sounds cold and calculating, but to say it is anything else from a search marketing viewpoint, would be a lie.
In order to create a successful campaign, not only for your own branding efforts and promotion opportunities, but to for your clients’ as well, there is a need to coordinate efforts between all of locations to reach the widest audience possible.
A Cooperative Blitzkrieg
It’s very rare you see the word blitzkrieg in anything other than World War II references to German attack methods. But, in this instance, we’re talking about your internal strategy to push your social message out into the wilderness (see the diagram below). The aim of this strategy, which I’ve found to work well, is to create “waves” of pushes throughout these communities.
The 1st Wave
The Parent Entity in the diagram above is a social media asset (i.e. company blog, parent Twitter account, parent Facebook Fan Page, or LinkedIn Company Page, etc.) When the parent entity publishes on the aforementioned platforms, it will have it’s own natural push into the community(ies) at large. Without an internal strategy in place, this is where the meme dies: in an isolated space left to generate it’s own buzz and movement.
To combat this, every company should/needs to encourage it’s employees to become satellite proselytizers of the brand and the meme. It will take time for the individuals to create and manage a trustworthy reputation within their given communities; therefore, this is a strategy that is intended for the long haul and relies heavily on the 2nd wave.
The 2nd Wave
This, perhaps, is the integral piece of the strategy. Not only does it rely on the “individual” off-shoot from the parent to have a good reputation within their respective community and following, it also relies on them to time their re-issuing of the meme so as not to seem “disingenuous” or “spammy”. Which is why Parents should allow their employees to enter communities unattached to the Parent.
Let’s be honest. We all know we’ve done the internal eye-roll when we see an employee spread the parent message. Especially when the meme is re-blasted within seconds of the Parent. If the meme is spread by people unattached to the Parent, then it’s going to have a much higher trust factor and that the information is valuable.
The second wave can last a couple a days, if need be. This is where the coordination comes into play. Depending on how many individuals you have, you can set up “mini-waves” at the 2nd Wave. The objective at the second wave level is to penetrate as deeply as possible into the 3rd Wave (The Communities-At-Large)
The 3rd Wave
If the 1st and 2nd wave really possessed the cooperative blitzkrieg element, and the meme was actually “valuable” to the community, then deep penetration in the the 3rd wave should be all but guaranteed. Controlling the meme at the 3rd wave is close to impossible, which is why it is imperative in the first two waves that message be engineered but not feel contrived. It’s walking a fine line of control and art.
While this may seem cold and calculated, it has to be done. Real spontaneity and viral memes are like Halley’s Comet: it don’t happen often enough to really count on as a staple element. The more strategy you can apply to social media efforts to ensure visibility, branding, and interaction to elicit the desired reaction in a community/communities that have the attention span of ferret on a triple espresso, the better.