The Rocket Newsletter

March 2008

The Social Media "band wagon" has well and truly rolled in to town as far as search marketing is concerned. But what does it all mean and what new strategies should we develop? This month we attempt to clarify what all the buzzwords and phrases mean in terms of benefit to your own business. We also provide some essential tips on how to approach this ever growing online phenomenon.

Last month we made a pledge to provide you with content that would be interesting and informative and enjoyable to read. We'd like to think we've achieved that again this month and welcome your feedback to ensure we are providing you with something of value. If there is anything you would like to see then just ask us - rocket@propellerent.co.uk.

What exactly is the difference between Online PR, Link Development and Social Media?

You may have seen or possibly heard of the latest 'band wagon's' touring the Internet industry circuit, Social Media, Link Development (or link building) and Online PR. If they were music bands you could be forgiven for thinking that the music they play all sounds the same...and this won't be anything to do with you getting older! If we take the analogy further, the way we would position this is thus; Online PR is headlining at the Social Media festival and they're being supported by Link Development. Sounds like a good event, but what does that actually mean for your next campaign?

Deciphering buzzwords and phrases

Within many online organisations at the moment the discussions are full of buzzwords and phrases that all focus on how to incorporate social media in to the customer acquisition strategy. Whilst well intended, our assumption is that many of the ideas look something like "let's set up a group on Facebook" or "let's create a widget" or even better "let's create a blog on our site". Do any of these sound familiar? All of these and many more are valid ways of extending your reach to your customer. However, excitedly setting up various types of social media and then wondering how they can be used by your organisation is absolutely the wrong way to approach it.

The social media trick

Here's what we think. Online PR is the term used for placing valuable content in front of your target audience. Ensuring it is optimised and has the necessary links embedded within it is link development. Note: link development does not include a submission to a link directory as this method is increasingly being frowned upon in some areas by the search engines. The use of social media then encompasses all the ways to deploy your Online PR. The trick is then knowing what social media methods to choose. The starting point is of course your target audience. Where do they spend their time on the Internet? Who do they look to for likeminded advice and influence? If you can establish the online "networks" of the various groups within your target audience then you can then begin to decide how best to interact with them using social media. Placing valuable, interesting and informative content in front of them will enhance visibility outside of your website. When the article, posting or comment is written correctly with the necessary links in place the piece will directly attract them to your site. The second and highly valuable benefit of this practice being that the search engines will see this content and rank your site higher due to the high quality in bound links to your site.

Content is still king

What is clear about this simple set of guidelines is that the old 'content is king' adage still remains as relevant today as it ever did - and that's why we believe it's the right approach. As always, if you'd like further information around this subject please get in touch. We've added a simple list of tips in Client Corner to help you. We've just heard that the Social Media festival is now sold out...not to worry though we've just secured a number of tickets for Paul Weller, which will be much more entertaining.

We look forward to hearing from you.

Best regards,

Client Corner - Tips on how to utilise "Social Media" for your business

If you've read our explanation above of Social Media's impact on your link development and online PR strategies then you'll know your customer acquisition strategy is going to rely even more on thorough planning and great content. No-one said getting to the top - or staying there for that matter - was going to be easy. We trust our Client Corner will continue to help you with both.

Social Media Top Tips

  • Don't be tempted to dive into the latest social media technology or network for the sake of it. Create a strategy around your target audience and establish the best ways to reach them. Facebook or a blog isn't always the answer. Seek out online forums specific to your industry, monitor them and establish how you can contribute effectively and provide value.
  • Create content that is informative and useful to your prospective customers, as opposed to a "sales pitch".
  • Ensure your traditional PR or editorial is optimised for the web, with the necessary keywords, phrases and links embedded within it.
  • Remember, organic growth of your content online (not just on your own website) will enhance Natural Search rankings. It is a continual process and you should be thinking about how you can consistently provide meaningful information to your online audience.
  • New social media mediums are emerging all the time. Try and keep abreast of them and think of how they may be of use to your target audience. If they have no benefit...ignore them.
  • Regularly monitor brand reputation online and see how favourable comments are concerning your organisation or industry, and think carefully on how to respond and whether you should contribute to any online discussions. Everything is archived on the web, so impulsive comments posted years ago are always there to haunt you.
  • Online PR done well will directly attract visitors to your site; enhance your Natural Search rankings and enhance your brand reputation.

With this checklist in mind give Propellernet a call today so we can go in to more detail about the next phase of your online customer acquisition strategy.

Rachel Krish

Staff Profile

Name: Rachel Krish
Role: Key Client Manager

Why Propellernet?
Above all, it's the refreshing attitude and outlook of Propellernet that makes me look forward to going to work every day. Positive, creative, client-centric and non-egotistical. That and the seaside location!

Interesting Fact:
After a year's hard work, Rachel has finished renovating her property in Essaouira, Morocco. Dar Lazuli has been up and running since October - check it out online or in person.

 

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