Search, PR, and the Social Butterfly
“Search, PR, and the Social Butterfly” session at SES San Francisco 2010
- Susan Bratton, Co-founder, Personal Life Media
- Lisa Buyer, President & CEO, The Buyer Group
- Kristjan Mar Hauksson, Founder and Director of Search & Online Communications, Nordic eMarketing
- Sally Falkow, President, PRESSfeed
- Brett Tabke, CEO, WebmasterWorld
How do search, social media, and PR fit together in an effective online marketing strategy? Social media continues to grow and blend into search, while the PR industry is changing with the times to rely on both social and search to shape their client’s online initiatives. In this session, panelists talked through some of the ways search is growing and how social and PR websites can greatly impact the results. Here are a few highlights from each speaker’s presentation:
Sally Falkow, President, PRESSfeed
- With Google’s Caffeine Algorithm now in full force, Google now indexes pages at lightning fast speed. How is this going to affect the way online marketers or publicists create content online?
- You need to create quality content on a very regular basis.
- You need to deliver the content effectively (i.e. create a blog and post to it often).
- Google is now looking at the “citation” of our links – how many webpages are simply mentioning your brand name, not necessarily giving you an inbound link.
- When you put content on your site you also put that content on your social media channels and blog – an easy way to do this is by adding a feed. Doing so will ensure Google picks up the content as fast as possible.
- Studies have shown that Google images, video and news results get looked at first when they appear in the search results – before the web results are seen.
Lisa Buyer, President & CEO, The Buyer Group
- The 3 golden words for success are to be: Optimized, Publicized and Socialized
- Publicists need to accept that the old world of PR is changing and it’s not coming back – customers and media are now search and social savvy.
- Today the majority of journalists depend on social media for their news and story ideas:
- 89% of reporters are using blogs for research
- 65% are using social media channels
- 52% are using Twitter
- 100% of journalists use Google for research when working on stories
- When optimizing your articles to be found in search, make sure you have relevant keywords, titles, and you include all social media links within your article.
- Schmooze with the media – plan tweet up events, tweet regularly using the hastag #journchat, have a profile on Linkedin, and have a profile/page on Facebook.
- Schmooze with the customer – promote your brand with tweets, Youtube / Linkedin posts, Facebook status updates, blog posts, and foursquare check-ins.
- Foursquare the new PR treasure – claim your business, add tips, promote specials, reward mayors, and monitor conversations.
- Add sharing tools against your website and blog content (i.e. add the “ShareThis.com” button against all your blog posts).
Brett Tabke, CEO, WebmasterWorld
- SEO is not a profession, it is a lifestyle – the search landscape is changing as social grows! According to reports on Compete.com in May 2010, Facebook passed Google for most unique visitors per day!
- Fact: Tweets with hashtags have a higher amount of retweets than those that don’t include them.
- Twitter tips: Follow all of your competitors’ followers – they will come follow you and you will grow your fan base naturally. Also, try using KLOUT. It’s a tool that shows you the “page rank” of your Twitter account.
Kristjan Hauksson, Founder / Director of Search & Online Communications, Nordic eMarketing
- Look at exactly who is coming in to your website / blog to read your press release, not the number of people
- Here are some of the best distribution / PR websites to submit a press release or article to. All of these sites are low or no cost, and will get you into Google News and some also feed to Yahoo News:
In conclusion, the session shared clear evidence that social media is shaping the way we use search and how PR shares and distributes information. We need to optimize for all 3 areas in order to effectively get our content out and have it found online – and thankfully there are a lot of useful tools such as the social media channels, our blogs, and PR / article sharing sites to help us achieve that goal.
Natalie Evans, Director of Client Services, Milestone Internet Marketing, Inc.