4 Easy Steps to Social Search Success
Within the social engines’ “editorial algorithms,” which mathematically distribute editorial responsibilities across social networks, these power users are bestowed analogous editorial weight as senior editors of newspapers and magazines. A vote from one of these algorithmic editors propels an article, video or image toward the top of the recommendations.
More people see the content; they “like” it and push it up; even more people see it and “vote” it up; and some people find the content compelling enough to link to it from their websites, blogs or Facebook pages. They even tweet about it. This is the definition of viral.
Google and Bing have incorporated the social engines’ viral link-building capabilities around fresh content as proxies for social media relevance. Search engine algorithms normally penalize rapid link building, as the acquisition of relevant links is supposed to be a long, natural process. By contrast, the viral nature of social media engenders rapid link building. So a trendy and informative article that was voted up on a social engine's recommendations and redistributed through links to other websites can develop proper search engine link equity that helps drive search engine optimization long after the initial buzz.
Large marketers with a network of influencers who value and appreciate their social media assets can harness this social/search virtuous cycle by doing four simple things. They include the following:
1. Add social media influencers to your organization’s PR network. Just as companies hire seasoned PR professionals partly based on the size of their Rolodex, hiring a “socialista” based on the number of his or her social media connections on LinkedIn equals a ready-made influencer network.
2. Allocate a small percentage of your media budget to social media asset development. For starters, a little excess budget for which you couldn't find enough quality paid media will do.