The New Earned Media: How SEO and Social Media Can Work Together to Become a True Marketing Discipline
Rather than being reactive, SEO and social media working together can become true marketing partners by following the lead of counterparts in paid search, which focus on measureable channels and subscribe to the principle that marketing is an investment, not a cost center.
That’s a tall order, given that earned media affects the upper portion of the sales funnel, where measuring performance can be tenuous.
At the SMX session I moderated, Beth Lubov Butrymowicz, Intel’s global media manager, said one solution for assessing SEO and social media is the “Intel Value Point System,” which is currently being used to measure visitor engagement through display advertising and paid search. This system assigns values to actions users perform on Intel's website, such as sharing a video, forwarding information to a friend or joining an Intel community. Each action is tracked and points are accrued to the marketing channels that a person touches along the way. These insights help Intel refine their marketing strategies, creative campaigns and media planning.
This type of metrics framework can help SEO and social media begin playing in the paid media arena, as it provides a degree of rigor for marketing leaders who are most comfortable being in complete control of their environments. Nevertheless, marketers have begun to realize the benefits from the openness that user-generated social media interaction forces upon organizations.