Unequivocally, the biggest questions of the year are: “Where does social media fit into my search and marketing plan?” and “Where’s the ROI (define) going to come from to CYA (define) for the spend?” Answers to these questions will be addressed during the panel session, “PR, Social Media, and Search” at SES Chicago next month. This topic has me so pumped, that I’m flying from California to Chicago in the heart of December.
Looking at major brands like Dell, Southwest Airlines, Cisco, and more, our panel explores the boomerang effect of social media on PR efforts, SEO, and all things in between. It’s been stated that social media is the single biggest differentiator in the SEO world today. Those that harness unique user-generated content, the links from the blogosphere and forums, as well as the buzz created from retweets, Facebook updates, and YouTube videos, will reap benefits — if done correctly.
Moreover, the PR impact of social is undeniable. That includes responding to erroneous attacks on your brand through a timely response on Twitter and in the blogosphere, or getting buzz about a new product launch. There’s no better way to get the word out than the social media channel.
All this comes to one main point: integration.
Integrating social media into search and PR are the two most obvious and proven success tactics in the industry. Want to get the word out? Get your social media engine running. Want to outpace that one competitor on Google’s SERP (define)? Start pushing for user-generated content and quality links through the blogosphere, and encourage reviews, comments, and forums where so much is still yet to be leveraged.
Integrate social and see the results. Let it stand alone and you may be in for a rude awakening.
So, now that I’ve stated the obvious, the real questions are: what are the best practices? And how should you take action to get your organization to embrace these approaches? To that, we have assembled the thought leaders in PR, like Greg Jarboe and Sally Falkow, as well as social media and search gurus like Andy Beal and Bill Leake to walk us through, step-by-step, how to achieve success using social media as we know it today. I truly can’t wait for this one, and promise we’ll keep it lively and up-tempo. No PowerPoints, no rambling, no rants. Just quick, direct hits on what’s working and the questions that you need answered!
Six best practices you’ll take away from this panel are:
Video: How to put video to its highest and best use.
Viral: Tactics to engage visitors.
PR Boomerang: Tapping social media channels like blogs, Twitter, and Facebook to catch the second big wave of buzz around a topic, news, or trend.
SEO Content: Ways to get authentic content from users without paying for it.
SEO Links: Smart tactics to get the links you want without begging.
Measuring Success: Identify metrics to measure trends toward monetary return.
So, bring your jacket and your thinking cap and we’ll see you in Chicago!
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