For those looking to add social media to your in-house SEO efforts, here’s a very well thought-out strategy for success from Tony Adam from Search Engine Land.
Last week I wrote about how in-house SEOs need to avoid becoming a ‘one-trick pony’. A great way to add value is by spearheading your organization’s Social Media strategy. But instead of jumping into the ever-expanding pool of Social Media circles, in-house SEOs need to take a calculated approach to Social Media to get the most out of their time and resources - because they are limited. Here is the executive summary of Tony’s strategy recommendations:
1. Do your research: Every community uses Social Media differently. Listen to where (and how) the conversations are happening that you want to be a part of.
2. Understand the community: Ask yourself the following questions: How active is it? What are people talking about and how can you contribute to the conversation? Is this particular Social Media space a good fit for your organization? If it is, gradually begin to contribute through comments, voting, perhaps even an article or two.
3. Set realistic goals: Decide how your organization will evaluate the effectiveness of your Social Media campaign. What are you trying to accomplish? What kind of ROI do you expect?
4. Develop a realistic and effective strategy: This is your game plan. What will you contribute and who will be responsible for it? Don’t forget the delicate nature of Social Media and focus on contributing quality that enhances the conversation. Get something down on paper to use as a reference and keep people focused and maintain consistency.
5. Remember SEO! You’re still an in-house SEO. Use Social Media and the content you’re creating to advance your SEO cause at the same time by optimizing it.
6. Follow-up with your community: Don’t forget to listen and respond to comments, join other conversations, and engage the community in general. Ask questions, learn from others, and constantly adapt your strategy to bring the greatest value to the community.
7. Re-evaluate your strategy: Remember those goals you set? Make sure you haven’t lost sight of the original purpose and that your efforts are creating real value to both the community and ultimately your organization.
Some SEOs are still sitting on the proverbial fence. Michael Gray wrote an article that points to yet another reason to take the Social Media plunge. Or rather, wade into it purposefully. Michael talks about how social media circles affect SERPs – gives you a reason to be online friends with your prospects.
Tony’s entire article and strategy, Shake Up In-House SEO By Adding Social Media To The Mix can be found at Search Engine Land.