5 rules for Social Media Optimization

So if you even use the internet a little bit, whether you have a website of your own or not, you have probably heard of Search Engine Optimization (SEO). This is the process of improving the flow of traffic to your website during internet searches. Well, I just read an article by Rohit Bhargava who lists 5 rules for Social Media Optimization (SMO). He states that these SMO rules “implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs.” (In case you didn’t know, because I didn’t, vlogs are video-blogs. Cool huh!?!)

Now, I don’t want to copy his rules to my blog so I suggest you go check them out. Interesting thing is, other readers of his have commented below with their own rules annnnd then translated all of them into different languages. OMG! I love the blogosphere. . . anything is possible! But seriously, go check out this blog.

Where do you find your Influence?

Ch 4 Measures of Influence in The New Influencers helps its readers understand the importance the internet has for small marketers influence on their audience. There is a mindset in the marketing world that big markets are better even if they reach fewer people effectively. By effectively I mean that the content is related to the customer and fits into exactly what they are looking for. Small markets are more efficient because they are focused on niche marketing and while they might reach fewer customers they are more likely to effectively hit their target audience causing more influence than larger markets.
Social media takes small markets to a new level. It allows them to compete with the big markets in a fashion that was not possible 20 years ago. It is possible for small markets to have a website that if not only more effective than a larger one, but also is more personable. Most of these small markets have few staffers but generate immense traffic and therefore, lots of influence.
Paul Gillin states that linking is the blogosphere’s version of feedback. Being able to track how often blogs are linked to helps show the influence a blog creates. I know I personally link to other blogs and articles, not to show that I know how to link or that linking it fun, I do it out of respect for other peoples work. This is what Gillian says bloggers do; they direct traffic elsewhere as a expression of respect for other bloggers. They show where they are getting their influence from.
One thing that Gillin pointed out that I thought of a few weeks ago is the negative influence that blogs and other sources of conversational social media generate. For example, if I blog that I absolutely hate Product A, I might get many responses from people who also hate product A. Depending on the amount of people that link to my blog that stomps all over product A, it could make out the product to be worse than it is. It other words, because of the influence social media has on the public, one blog could ruin a brand.

Live On Top Of The Rock!

While I stated in my last blog why companies need to scan the internet for customer’s opinions of their products and services, I slightly mentioned that maybe a company should get a blog of their own. Well according to The New Influencers, “corporations shouldn’t blog unless they know why they’re doing it”(p84). Blogging requires a goal and drive. Having a poorly maintained, boring blog could only hurt a company. According to Paul Gillin (author of The New Influencers) blogging does not make a company hip. Microsoft and Wal-Mart are not considered “cool” yet they have blogs. Apple, which is just about as hip as you can get, (actually living in Austin you can’t really be what we call a “hipster” without having an Apple computer) does not even have a blog.
So if coolness is what you desire, a blog might not help you. Buuuut if you want to reach your customers in a more advanced way then sending a Hallmark card with a kitty on the front, then blogging might be the answer for you.
Here are some ways (complements of The New Influencers) that blogging can help a large company out.

Customer Relations – blogging, along with other social media aspects, is the most cost-effective customer feedback mechanism ever invented.
Media Relations – If you start a blog you will most likely automatically go on the reading list of every journalist who covers you. This is a better way to release news then through a press release, which probably just sees the inside of journalist’s recycle bins.
Tell Your Story – You are able to speak DIRECTLY to the customer.
Tackle an Issue – you can take a stand on controversial issues. This could get messy through traditional media when tends to bends words to make a “story”.
Feed a Frenzy – Having a blog is like adding lighter fluid to the fires of your passionate customers. Remember the 80/20 rule, which my dad likes to tell me about at least 9 times a year, 80% of your business comes from 20% of your customers
Promote a Product – self explanatory.

So if you can hire someone to start a blog for your company and maintain it, I say go for it. Orrr you can ignore all the benefits and go back to living under a rock.