4 Ways to Integrate Search & Social Media

Consumers now search across a range of devices and sites as well as traditional search engines. In response, search engines integrate real-time, local, and user-generated results. These changes make social even more critical to marketers’ strategies for “getting found.”

Below are 4 ways to integrate Search and Social Media:

1. Create social content to drive inbound links. Inbound links have always improved site rank in natural search results. With social media marketers can simulate viral interest in linking to their site. For example campaigns leveraging social media, including YouTube, Facebook, and Twitter, drive awareness, visitors and conversations during a campaign. Facebook example-

2. Use keyword searches to inform social media efforts. Smart marketers will create site or blog content based on what target customers search for. This ensures that content is relevant to current market need and loads it full of keywords, which boosts natural search visibility. Wells Fargo example-

3. Mine social content to assist with keywords selection. Social conversations are a useful way to understand what your clients are talking about and how they talk about your products and services. These conversations can identify untapped keywords that customers are using. Incorporate those insights into paid advertisements. Martha Stewart example-

4. Enable ratings and reviews to differentiate from other search results. Search engines display ratings and reviews in response to keyword searches — sometimes instead of or to supplement Web site results. For example, in a search for Ikea comforters, Ikea’s site doesn’t show up in the search results — but reviews of their products do.

Source: Forrester Research, 2010

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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