Social Media Jobs
Social media optimization, or SMO, is a form of online marketing that focuses on participating on various social media Web sites to generate traffic, buzz, and links back to your Web site. Social media Web sites include social news Web sites such as Digg, Sphinn, and StumbleUpon video sharing Web sites such as YouTube and Revver and social network Web sites, including MySpace, Facebook, and LinkedIn. Various recognized SEO and SMO pundits have
When you hear the term social media what comes to mind You're probably thinking of Facebook, MySpace, Twitter, Digg, YouTube, and many other websites that allow you to interact within a community of users. But social media is much more. It also includes blogs, RSS feeds, LinkedIn, del.icio.us, StumbleUpon, and other social marketing activities which we will discuss in this chapter. One of the biggest mistakes developers make is thinking that using social media will generate leads and sales of their apps. In reality, social media is more about creating relationships with a community of users and potential buyers. Eventually, the community will become buyers if you've gone about your relationship building in the right way. To be successful with social media you must establish yourself as a respected participant in your area of interest and earn the respect of that community. This takes time and steady work. Harnessing the power of social media does afford app marketers the ability to...
The first rule of social media is not to think of using social media as marketing at least not marketing in the traditional sense of developing communications so that they persuade the customer to buy. Harry Gold, founder of a social media consultancy, observes, Social media is about socializing 6 You use social media to join your customers in conversation and develop a relationship with them. Overt selling would not be effective. You use social media to develop relationships with customers or potential customers. All the experts on using social media provide the same advice Try it. You will learn as you go. Join. Communicate. Participate. Initially, you ought to become familiar with the different types of media, not just what they are, but how they communicate tone and content and who is communicating with whom. Each of the media has its own voice. Find out what others perhaps your competitors are doing with these media. Just like any strategy, your social media strategy should make...
Social media optimization, or SMO, is a form of marketing that focuses on generating traffic and buzz by participation in various social media Web sites, including Facebook, Digg, and YouTube. Social networks allow you to build large lists of contacts and supporters that can help to spread the word about your business and Web site. Social news services provide a platform for others to vote on your content and share your story with others. Finally, video sharing Web sites This chapter outlines how you can use social media Web sites to generate traffic and buzz, and to build links to your Web site. Social media optimization is an extension of your search-engine-optimization (SEO) efforts, emphasizing the use of social media Web sites to build links that can get your Web site ranked well organically in search engines.
Consider that the PR you do or social media you become involved with will live well beyond the initial publication or post. Businesses spend a great deal of time and energy on getting that one positive mention in mainstream press, that one good interview, that one well-placed signal of support, even though that publicity can be fleeting and untargeted. But let PR and social media work for you in search and capture a far more receptive audience (one who is specifically searching for what you offer) for years to come.
You can also create YouTube ads for your app using a Google AdWords account. As we recommend in this book, use this approach sparingly and go slowly before spending too much money. Gauge if your ads are going to work or not before committing too much money to it. For more information, see Chapter 7, Using Social Media in Your App Marketing.
The first step to selecting the right social media tools is to understand where your audience is and how they communicate online. In other words, don't just sign up for a bunch of social media sites thinking you'll do a little marketing of your app without first understanding where your buyers are and how they exchange information. If you have developed a really cool app for bowlers, you can do a search on different social media sites to see how many bowling fans there are in any given community. A search for bowling fans on Facebook, for example, reveals multiple fan groups. One fan group is shown in Figure 7.1.
I'll be talking at length about growing your social media presence later in this chapter, but one major way to draw new followers to your social network identities is to heavily promote them on your web site. Looking at the blogs and web sites for most iPhone developers, you'll notice that a vast majority of them display button links to their Twitter and Facebook pages in the hopes you'll follow them there. Social media is obviously an important factor in Guided Ways Technologies' marketing strategy for its 2Do app since the Twitter and Facebook buttons at http www.2doapp.com (see Figure 8-9) are actually bigger than the buy button The icons for both of those social media titans are very well known, so you could opt to display only their linked icons if you prefer a more subtle, space-saving approach, as shown in my fictional Breadcrumbs web page (Figure 8-4). Figure 8-9. Based on the prominent placement and size of the Facebook and Twitter web buttons, social media appears to be an...
Lately, when people hear the term social media'' they tend to think of the fairly new developments of sites such as Facebook and MySpace, but in reality, social media has been around as long as we have been social and have used media. Letters to the editor in traditional print newspapers are an example of social media. Online social media, in turn, has been around as long as we've been online. Before what we now know as the World Wide Web, people were connecting all over the world via bulletin board systems'' (BBS) and later in chat rooms on platforms such as Prodigy and CompuServe. Today, even multi-player online games such as World of Warcraft are social media they are yet another way that people connect online. Online social media, as defined for the purposes of this book, includes Involvement in social media can be beneficial to companies for a number of reasons, but for this book, we'll focus on how social media can benefit you as it relates to search.1
A truly successful marketing campaign requires that you have a coordinated presentation of your message and offer for your buying audience. You will want to engage in multiple marketing touch points to get the word out such as blogs, product reviews, and other social media tools. All of these delivery options presented to your prospects in a coordinated (or at least steady) fashion will lead them to purchase your app. In short, you have to develop a following for your app. As mentioned before, sometimes the pickup for an app is fast (usually implies a bit of luck) and other times the sales momentum takes more effort on your part. If you have a truly well-written app and it's not getting the downloads you deserve, then it's time to roll out a marketing plan and use the ideas presented in this book to make more sales happen.
A fashion-focused PR firm always makes sure to take photos at an event and upload them to clearly labeled Facebook albums. The popular social media blog Mashable does the same at its real-life events. Figure 5-7. A fashion-focused PR firm always makes sure to take photos at an event and upload them to clearly labeled Facebook albums. The popular social media blog Mashable does the same at its real-life events.
There are a number of very popular apps in the area of social media that you can build your app to work with. Search the App Store for popular apps around Myspace, Twitter, Facebook, YouTube, and many others. Look for ways to enhance or expand the use of these social networking sites with your iPhone or iPad.
Even though developing an attractive web site always takes longer than you think it will, if you were really pressed for time, you could probably construct a decent site in only a matter of days with a little web design expertise. But what does require a much longer gestation period is the time-consuming job of growing your online audience. This audience usually consists of not only influential bloggers and journalists but also your own Twitter followers, Facebook friends, Linked In connections, blog readers, and email newsletter subscribers. To a social media newbie, this may all seem a little overwhelming, but don't worry. Later in this chapter, I'll be explaining how to take advantage of these powerful tools and relationships in extensive detail. If you don't yet have a Twitter account, a Facebook fan page, or a good rapport with high-profile bloggers and journalists, then it's never too soon to get the ball rolling. How early should you start It usually takes a few months to...
I will warn you in advance that diving into the world of social media can be very time-consuming. If you already actively use Twitter or Facebook, then you already know what I'm talking about. Be prepared to dedicate at least one hour every day to online marketing. If done right, your interactions should feel less like business and more like community building, establishing meaningful connections with a global audience. Carving out an hour or more each day for online marketing can seem like an overwhelming concept, especially if you're as busy as I am, but to succeed in the App Store, it's worth every second. And the punch line is that this is all free grassroots advertising. There's no cost to join any of these social networks, so the only investment is your time. The top three social media sites are Facebook, MySpace, and Twitter. Facebook boasts more than 300 million members, and although Twitter has not revealed the size of their user base, eMarketer estimates that there will be...
Every time you publish a new blog entry, the related RSS feed gets updated, along with feed reader subscribers and any site that syndicates your blog content. You should also post a link to the new blog entry on Twitter, Facebook, Digg, Delicious, and all other major social media sites that could push web traffic your way and increase awareness for your iPhone app. Don't assume everyone who visits your site will subscribe to your blog's RSS feed or email alerts (see the Anatomy of an iPhone App Web Site section for details on FeedBurner's email subscriptions). Some people prefer to receive news through other services such as Twitter.
By extending your marketing reach across more and more social networks, the first concern is time. Posting the same content across multiple sites, such as your blog, Twitter, and Facebook, can be very time-consuming. Fortunately, a recent trend in social media is the ability to syndicate content across networks to make publishing more convenient. Post your news in one place, and it gets published on multiple sites. As I already mentioned, several blog sites like Tumblr.com and Posterous.com enable users to autoupdate Twitter and Facebook with links to their new blog posts. Facebook also offers a way to do this with its own Import a Blog feature.
Because of the high volume of informal conversations that occurs on social media sites like Twitter and Facebook, it's often easy to forget that the things you say are not just between you and the participants but can be read by literally everyone within your network. And in the case of Twitter, anyone can visit your profile page and read your tweets, whether they follow you or not. Your online actions play out on a very public, global stage. Over the years, I've seen developer web sites that promote their software products alongside their online shrines to pro wrestling stars and the sexy cylon babes from Battlestar Galactica Yeah, you know who you are. It's fine if you're still in college and operate your software business out of the garage, but the world does not need to know this. In fact, you want your web site and your social media accounts to project a professional image that instills confidence in consumers. They want to know that by purchasing your iPhone app, they're...
Although growing the prerelease buzz via social media is important, you should also start reaching out to influential journalists and bloggers who you hope will cover your app's forthcoming launch announcement and publish a review. As I've said before, if you don't have the patience or time to dedicate to prerelease publicity, then it may be worth hiring a third-party firm that specializes in iPhone app marketing. After searching Google for iPhone app marketing, you'll see there are many agencies to choose from, so if you do go that route, do your homework and talk to several of them to find the one that can meet your needs and budget.
As we've seen, if your brand doesn't appear in search results for queries related to your industry or product, searchers are unlikely to consider you and you'll often lose that potential customer to the competition. One way to appear in search results, of course, is by ensuring your own site appears, but social media gives you nearly infinite opportunity to show up for any number of queries that use language you may not even realize your customers are using. The most important thing to realize is that potential customers are looking for authenticity. Attempts to blanket social media sites with positive mentions of your brand are likely to backfire. Much better tactics include
Use the Google AdWords keyword tool research search terms that are most relevant to your app audience and populate your app description with those terms. Don't go overboard with the use of terms but make sure you have the relevant terms on every page of your site. Also use the search terms in all your marketing efforts, including social media activities such as blogs, email campaigns, and promotional efforts. See Chapter 5 for more information on creating your product website.
Having a high page rank for your personal website is, in part, about getting external links back to your app product website. You do this by getting visitors to post comments about your site and app on blog posts and on their own websites. Blogging is a great way to help your site get noticed and keep visitors coming to it. Be sure to utilize the AddThis button on your site to promote your apps and website. The AddThis button can be installed on your blog or website pages, and it allows visitors to share your content with their friends and coworkers who use Facebook, LinkedIn, MySpace, Digg, TypePad, Blogger, WordPress, and other social media sites. Be sure to use a Follow Us note on your homepage as well. Beneath the Follow Us you can post links to Facebook, Twitter, YouTube, and other social media sites that link directly to your content on those sites. This will keep your visitors engaged with your apps and development activities. For more information, see Chapter 5.
You can spread the word about your app article or video online at Digg.com. Digg will post your submission immediately in Upcoming Stories, where other Digg members can find it. If the readers like your article, they will Digg it, meaning they will give it their approval. Once a submission reaches a large number of Diggs, your post can become one of the most read, and it jumps to the home page in its category, where even more people will read it. Be prepared to post many articles to this site before one of them takes off. It's a lot of work but could be well worth it when your app get noticed in a very big way. See Chapter 7 to learn more social media techniques.
Many companies are understandably hesitant to enter the new world of social media. After all, historically, only those with media and PR training made official statements on behalf of companies for good reason an entire brand can be at risk with one wrong comment. And legal and marketing departments the world over have spent substantial resources developing branding guidelines and messaging requirements. But it's smart to be wary of jumping into social media. You want to go about it in the right way, and since you're engaging directly with consumers, you don't want to abandon your efforts halfway through to rethink your strategy. Train your PR and marketing staff on social media. They already have media and PR training and have experience speaking publicly on behalf of the company. They can combine these skills with an understanding of how social media communities work, the importance of authenticity online, and how to respond online. Your customer support team already is skilled in...
For major rejection issues that are not so easily remedied, it's important to remain calm and deal with this as a professional business owner. I know that just the idea of several months of your life being thrown out the window because of an unacceptable app would be enough to drive any person into a screaming frenzy. Your first instinct may be to write a scathing blog post in an effort to rally the troops behind your cause. Social media networks like Twitter and FriendFeed make it entirely too easy to gather an angry mob of online followers, but raging against the machine won't endear you to Apple or the app review team. Yes, they do read blog posts and news sites just like you. Although it might feel personally satisfying to have TechCrunch report on how you're yet another victim of app rejection, that won't help you get into the App Store.
The Alexa Toolbar allows you to perform competitive analysis and community research throughout your SEO campaigns. The Alexa Toolbar offers a shortcut to the information that is provided on the www.alexa.com Web site. This information includes an estimate of traffic numbers and patterns, as well as a list of related pages in the same topical community. This information can assist you in spotting seasonal trends, as well as in discovering who is who in a particular industry or niche market. You can effectively monitor your competitor's Web site and marketing campaigns by carefully evaluating an Alexa traffic graph provided through the Alexa Toolbar. If a Web site shows a spike in traffic, followed by an increased daily average, what happened Did the Web site get listed on a social media page like www.digg.com Did the site begin an aggressive PPC campaign If you want to compete with other Web sites for top rankings, you need to stay on top of what your competition is
Participate on Social Media Web Sites A proven effective approach to marketing your blog is through participation on social media Web sites such as Flickr, StumbleUpon, Digg, Technorati, MySpace, YouTube, Bloglines, and others. For example, if you use images on your Web site, you should also upload those images to Flickr, which is a popular photo-sharing Web site. If your blog post is especially provocative, you should definitely make sure one of your readers submits it to Digg, a popular social news Web site that can have a profound impact on your Web site traffic if the Digg community embraces your content. Submitting your blog to Technorati is another great way to market your blog. Technorati is a popular blog search engine that millions of potential readers visit every day to find interesting and informative content. See Chapters 10 and 13 for more about social media Web sites and Technorati, respectively.
Google's Image Search is the most comprehensive image search on the Web. Although the results used to be limited to those users who used http images.google.com, Google recently began to show its image results at the top of its regular, organic listings. As search results across the Web become more comprehensive, images have become a highly demanded end result for a search query. As the saying goes, a picture says a thousand words, and this is true for users who want to know as much about a topic as they can in a short amount of time. For example, if you want to know where Iowa is on a map, would you rather read a 500-word article about it or just see an image of the United States highlighting the location of the state you searched for Or maybe you are searching for an image for your social media site. Just type what you are looking for into Google Images, and instantly you find a picture
A Facebook Page is key to most social media marketing strategies and will more than likely be the central point for most of your efforts and promotions. Twitter is great for quick updates, but to get the full story, users usually need to click elsewhere. A Facebook Page allows you to provide both in one place, while also offering full customization and a variety of interactions.
We recommend that you view Adwords (and similar programs) as a way to drive immediate attention to your website because you have not established the site with organic traffic. As you optimize your site over time to appear higher in the search rankings, you should depend less and less on paid search for web placement. See Chapter 7, Using Social Media in Your App Marketing, to learn how to increase your web traffic.
This tag, which is located within the tag in your HTML code, displays the title of the page in the web browser's top title bar. Although that may seem fairly useless, it is actually quite an important tag when it comes to search engines and social media. The tag is the primary link headline displayed in search engine results. Let's use the fictional Breadcrumbs app as an example
If you're used to writing for Twitter, the most important thing to remember is that you're dealing with a much more mainstream audience on Facebook. Topics that entice your typical social media geek won't even raise a Facebook user's eyebrow. Avoid writing about every new iPhone app, Google's every move, or the latest social media fad (Figure 9-1). Of course, if something genuinely newsworthy (and applicable to the nongeek masses) happens in these spaces, then feel free to write about it just don't do it every day.
Don't worry if your graphics experience is limited. You can design an amazing site with only a few key visuals. Just look at the web page for Shiny Development's Balloons app at http balloonsapp.com (see Figure 8-5). Although the page design is fairly minimal with black text on a solid white background, the app's primary art of floating balloons is very bold and eye-catching. It's the only imagery on the page, yet the simplicity of it strongly reinforces the established brand identity and nonverbally communicates ease of use, both of which are vital to the success of a social media app.
Again, keep in mind that Facebook users are, by and large, not social media geeks, so avoid consistently writing about social media itself. To that end, for content about Facebook to be shared far and wide, it is best to keep it simple and not dive too far into technical comparisons.
Conversion rate is absolutely important to understanding how well a site is performing, but it's much more actionable when viewed by acquisition segment. Even better is if you can tie visitors to future behavior. Do visitors who come in through message boards talking about eco-friendly materials read an average of three articles on the site, share those links on two social media sites, which in turn bring in 12 visitors who convert
Many services offer automated Facebook monitoring (a quick Google search for social media monitoring provides a host of free and paid tools), but there really is no substitute for human interaction. That means actual on-Page eyes from someone on your team who can take the pulse of the Page and respond to questions, complaints, and compliments.
Yes, some people like to use social media just to complain. But it's usually pretty easy to pick out the ones who just want to cause trouble from the ones who want your help resolving an issue. If they ask for a solution, try to give it to them, but don't feel tied to responding exclusively through Facebook. A simple message like we hear you and will get back to you with how we can resolve this can go a long way. Post this on the Wall to show you heard their cries, then message them privately to get contact information and fix the problem behind the scenes.
Being involved in other types of media (such as press) can be beneficial from a search perspective for many of the same reasons as social media, so it's included in this chapter as well. Other types of online media include online newspapers and magazines (and blogs as well, although those can also be considered a type of content-sharing social media), press releases, syndicated or original articles published on sites other than your own, and interviews (given to traditional press or others).
Streaming Colour Studios' Owen Goss saw that happen firsthand after publishing a blog article about his Dapple game's sales numbers. Slashdot posted a story about it, linking to his blog, and Owen got to witness the famous Slashdot effect. The day of the Slashdot post, Streaming Colour Studios' site traffic increased 4,000 percent, and his Dapple sales were four times more than the usual daily sales As you can see, publishing interesting articles of value on your blog (with links from your social media accounts) has the potential to dramatically boost both product awareness and app sales
The Google Toolbar allows you to highlight any keyword on a Web page. You can insert a keyword into the Google Toolbar to quickly see where and how the keyword is used throughout the Web page. The toolbar highlights the keyword wherever it appears, be it in the headline, subheading, body copy, or internal links. SEO requires you to perform a number of extremely repetitive and monotonous tasks. These mundane tasks include a range of activities, from signing up for social media accounts to joining affiliate programs. Using the AutoFill feature of the Google Toolbar allows you to substantially shorten the amount of time spent on each of these tasks. AutoFill allows you to enter your information once, and then it automatically fills in the appropriate forms you do not have to retype the information each time you encounter a new sign-up form.
BOTW (Best of the Web) directory, 128-129 Boykin, Jim (link-building expert), 11 broad match keywords, 200, 220-221 broken links, avoiding, 63 browsers, optimizing for, 54, 60-61 budget, setting for Google AdWords, 194 for search-engine optimization, 6 buying links from link-broker networks, 119, 138-139 from pay-per-post networks, 119, 140-141 from Web site owners, 139 buzz generation. See social media optimization (SMO) 114-115 vBulletin for, 101, 110-111 community participation. See also social media optimization (SMO) in blogs, 132-133 in forums, 134-135 for link building, 119, 132-135 company
In Chapter 2, you learned about how to use keyword research tools to find out what your potential customers are most interested in. You can also use search itself to find out what they're saying about you, your competition, and your industry. The advantage of adding social media search to your market research toolset is that you'll get near real-time information that can help alert you to any upcoming public relations issues, get a head start on the competition about coming trends, and get much richer detail than a list of generated keywords from search data can provide.
Make Money Messing Around On Facebook
In this short guide you are going to learn exactly how you can start earning money in as little as 24 hours, doing the things that you already do on Facebook! Did you know that social media has become one of the biggest drivers of sales and new customers for businesses? Companies that used to spend millions of dollars on radio advertising, TV commercials and billboard signs, are now shifting huge chunks of their marketing budgets to social media sites like Facebook.