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Furthermore, the implications for search engine optimization (SEO) expand the value proposition to include getting noticed from higher positions on search engine results pages (SERPs). Bookmarking services provide external links that may be scored by search algorithms to increase a particular Web site's ranking by Google and other major search engines. This is a key benefit to marketing professionals who have embraced the digital revolution, but it's still not that easy to measure the ROI. Despite any claims that search rankings can be mastered by prioritizing domains for placing external links, an effective long-term strategy must recognize that SEO is a moving target-especially as personalized SERPs continue to evolve and take root. If that doesn't leave you feeling out of control, then add in the fact that there are hundreds of social marketing sites, which are not all created equal.
This brings you back to the basics of direct marketing and defining your target market. The following social media summary will help you filter what makes the most sense for your business. Keep in mind that the targeted groups within a social network (e.g., LinkedIn) may be just as important the network(s) you choose.
Take a ‘Target Marketing' Approach to Social Media
Would a gun safety instructor hand you a blindfold and take you to the Bronx Zoo? Of course not, but why are we so cavalier about social marketing just because it is free? Again, there is no free lunch, so evaluate the opportunity cost of your time and do not target the wrong audience or there could be negative implications to your brand. There's nothing wrong with a shotgun approach when shooting skeet (moving targets like search algorithms), and the same is true for connecting with your target market. Here's a list of resources you may use to reach your market with social media. It's never too late to get started.
Aggregation Tools: FriendFeed, Lifestream.fm, Lijit, Ping.fm, Socializr, Socialthing!
Blogging Tools: Blogger, Typepad, Wordpress
Bookmarks: Delicious, Digg, Livejournal, Mixx, Newsvine, Propeller, Reddit, StumbleUpon, Technorati, Yahoo! Buzz
Free Business Listings: BizHWY, CrunchBase, Jigsaw, MerchantCircle, NextMark's Directory of Marketing Service Providers, Tradevibes and many more out there.
Post Documents: Google Docs, Scribd
Post PowerPoint Presentations: AuthorSTREAM, Google Docs, Myplick, Slideshare
Post Videos: Vimeo, YouTube
Social Networks: Biznik, Crowdvine, Facebook, LinkedIn, MySpace, Plaxo
Twitter Tools: MyTweeple, TweetDeck, TweetLater, Twibes, Twitter
URL Shorteners*: bit.ly, budURL, cli.gs, Eweri, Hex.io, kl.am, is.gd, ow.ly, POPrl, Pwurl, Short.ie, Snurl, TinyURL, tr.im, Twurl
Wikis: Pbwiki, Wetpaint, Wikipedia
Your feedback is welcome, and encouraged, as to what works best and is most efficient for business. While working in business development at NextMark, I've found that Delicious, LinkedIn and YouTube services have produced our best results thus far—but we've still got a few more of these resources to tap.
* Be careful which URL shortener you use, as it may affect your future search rankings. Not all URL shorteners are created equal, and there are a surprising number of issues to consider when choosing one of these services. You certainly could roll your own to have full control, but there are plenty of good commercial solutions available for free. Just be careful to avoid those services that point to their Web site with your site in their wrapper, as they rob your site of the fuel from external links, devalue your analytics and generally undermine your business. A best practice is to choose a service that uses a 301 redirect, indicating that the short URL referring link be moved to the long URL as the permanent address for your Web site. In contrast, a 302 redirect tells the search engine that your destination is temporary, and the service provider can subsequently take credit (SEO results) for the link—that's bad.
Chris DeMartine is director of business development at NextMark, a Hanover, N.H. firm that provides tools and resources that support the use of mailing lists for direct marketing efforts. He can be reached at (603) 643-1307 x114, or via e-mail at cdemartine@nextmark.com. Read more about social media, direct marketing and list marketing freeconomics on the NextMark blog.
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Social Media ROI
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