Understanding the Social Media Madness

It’s important to understand the objectives of your social media strategy and how it impacts search engine optimization.
The integration of a social media strategy is one of the most popular topics in search engine optimization today. At SES NY, speakers on social media optimization agreed that the audience size had more than doubled since SES Chicago (about 5 months prior), reflecting the growth of interest. eMoms at Home recently published an excellent resource for understanding social media websites (in particular, Digg, Reddit, StumbleUpon and del.icio.us) and social media strategy. The article breaks down:

  • Why you should consider a social media strategy.
  • What type of results for traffic and links may be realized with successful social media strategies.
  • How to get started in social media.

Important ideas to takeaway from the article:

  • Successful social media strategy development can lead to a massive amount of traffic (and inbound links)
  • Social media should be a part of your online marketing strategy, but not the only part.
  • Success in social media rarely happens immediately, and like many other online marketing initiatives, takes time to develop, understand and execute effectively.

The end of the article provides website traffic statistics when comparing successful social media execution in relation to constructive commenting on a popular blog – ProBlogger over the same period of time. While the author states that the more valuable traffic came from her comments on ProBlogger (considering page views, time on site) it’s important to understand the differing objectives of the two online marketing strategies: social media and blog interaction; and how they effect search engine optimization.

With blog interaction, successful and productive comment contribution can help generate readers and subscribers of your blog or website. The increase in subscribers and quality page views will in turn help generate revenue opportunities from advertising. In essence, there is a more linear connection between productive blog comment contribution and revenue generation. There was a time when comment links created value for search engine rankings, but widespread manipulation of the system has greatly devalued the impact.

The successful execution of a social media strategy drives large amounts of immediate traffic to a website or blog, but often has little impact in relation to long-term readership levels and traffic improvements or direct sales opportunities. However, web pages that reach the popular pages of Digg, del.icio.us and other social media websites often obtain a substantial amount of inbound links. And of course, inbound links ultimately improve search rankings. In addition, inbound links to deeper pages of a website help to evenly distribute the overall value of a website, as seen through the eyes of Google, Yahoo etc.

In the end, most website owners build websites to generate revenue. Improving the opportunity of a site to be found in organic search is an important channel for generating traffic that turns into leads and potential sales. Effective social media strategies provide a greater opportunity for inbound links, the key factor in successful search engine optimization.


3 Responses to “Understanding the Social Media Madness”

  1. Wendy Piersall on May 28th, 2007 6:59 pm

    What an excellent and valuable addition to the conversation – thanks so much for the mention and for such a great post! :)

  2. capecodseo on May 29th, 2007 3:50 am

    Thanks Wendy, I appreciate it – I found your website a while back and have really enjoyed reading the posts.

  3. Social media sites are alright :: UK SEO/SEM BLOG >> B10G on July 2nd, 2007 6:58 am

    […] have started making more of effort in understanding social media as I really feel I need to fully understand the users of these sites to totally harness the power […]