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48 Cards in this Set
- Front
- Back
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Social Publishing Zone
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Channels that allow people and organizations to publish content including:
-Blogs -Microblogs -Media Sharing Sites |
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Blogs
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- websites that host regularly updated content
- have been around more than a decade, began as simple online logs posted in reverse chronological order, and developed into a widely used publishing venue for individual and corporate use |
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Microblogs
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like blogs except content is limited to short bursts of text
example: twitter |
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Media Sharing Sites
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websites designed for video-sharing, photo-sharing, audio-sharing, and document sharing
-Enabled individuals and orgs to publish content online. Are earned media because their environments are not directly controlled by the person or org posting the content |
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Content
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The unit of value in a social community, akin to the dollar in our economy
Appears in variety of forms: blogs, microblogs, press releases, newsletters, videos, webinars, photos, etc. |
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Channels of Content Distribution
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Blogs & Media Sharing sites
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Editorial Message
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Objective and unbiased; the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization
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commercial message
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makes it clear that the intent is to persuade the reader or viewer to change an attitude or behavior
example: advertisement |
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organic content
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content a person feels intrinsically motivated to prepare and share
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incentivized content
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content that is encouraged by the offer of an incentive
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Consumer-solicitated media (CSM)
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invited by non-compensated citizen advertising
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Sponsored conversations
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paid consumer content
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Counterfeit conversations
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content planted by an organization that masquerades as original material an actual consumer posted
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How we categorize content
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In terms of its originality and substance according to a value ladder
flagship, pillar, authority-builiding, or filler content |
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Flagship content
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seminal pieces of work that shape the way people think
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Pillar content
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typically educational content that readers use over time, save, and share
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authority building content
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original content that positions the sponsoring entity as authority
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filler content
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information that people copy from other sources
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Twofold goal for social publishing
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To increase exposure to brand's message
To use the content to drive traffic to the bran's owned media |
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Search engine optimization (SEO)
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process of modifying content, site characteristics, and content connections to achieve improved search engine rankings
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Social media optimization (SMO)
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process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities
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Level 1: social publishing and search engine optimization
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SEO is the key tool used for search engine marketing (SEM)
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SEM
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a form of online marketing that promotes websites by increasing the visibility of the site's URL in search engine results, both organic and sponsored
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How People use search results
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A search results list will lead off with sponsored (paid) links
the next results are organic - unpaid sites, but based on the search engine's model for delivering results |
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How search engines work
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indexed data and algorithm that determines relevance to the search query
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Web crawlers
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automated web programs that gather info from sites that form the search engine's entries
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Indexed data
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tags and keywords taken from site content
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On-Site Optimization
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Primary on-site variables are keywords embedded in page's tags, title, URL, and content
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Meta tag
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code imbedded in a web page
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Title tag
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An HTML tag that defines the title of a page
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Heading tag
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An HTML tag that sections and describes content
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Title
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The headline
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URL
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website address
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Off-Site optimization
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the number of links to a website from other sites, the credibility of those sites, the type of site promoting the link, and the link text (anchor text) these sites use.
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Link
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the building blocks of social publishing. Two approaches:
1 Publish related content and links across other sites 2 To encourage other, unaffiliated sites to link to the brand’s content |
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Level 2: Social Media Optimization
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- Social media optimization (SMO) employs tactics to increase the likelihood that others will share and promote content.
- SMO seeks to leverage the network effect to spread endorsements of a brand with links to the brand’s content. - This is accomplished through on-site and off-site tactics |
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On-Site tactics
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can be used to encourage endorsements and sharing. Including the title, share tools, RSS feeds, the social media press release, microblogs, and social news and bookmarking sites.
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Linkbaiting
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careful crafting of a title that markets the content
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resource hook
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content written with the intent to be helpful to target audience
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contrary hook
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refutes an accepted belief
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humor hook
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show that the content will entertain
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giveaway hook
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promises something for free
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research hook
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offers a claim about something of interest
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Share tools
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plug-ins that appear as clickable icons on a website and enable the viewer to bookmark or share the page with others.
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RSS feeds
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a tool to automatically feed new published content to subscribers.
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Social media press release
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The social media press release should have an optimized title, good keywords and tags, links to the main site landing page, RSS feed options, share buttons, and embeddable multimedia content that can be shared on several networks, in addition to the typical press release content.
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Social news communities
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share and promote online news
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social bookmarking sites
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save your bookmarks online so they are always available wherever you have online access
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