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Article Archive by Khrysti Nazzaro


August 10 2010

Get Organized! Effectively Managing Your Corporate Social Media Marketing

by Khrysti Nazzaro

A lack of organization can really impact the success of your social media marketing efforts. Although the need for organization and password centralization have been written about several times by our staff, it really bears repeating that disorganized social media marketing can turn simple, daily tasks of updating Twitter or Facebook, into all-out nightmares. Following are some points to keep in mind to better organize your corporate social media marketing efforts:

  1. Account Setups: One of the biggest mistakes businesses make for their social media marketing account setups is having staff use personal accounts or logins tied to personal email addresses to set up corporate profiles. Create a centralized, corporate email address or login credentials and use it when possible. In addition, be careful, channel by channel, to create business accounts and not personal accounts when setting up new profiles.
  2. Password Management: Avoid losing passwords by ensuring they are saved in a secure, but accessible manner. Be sure to change passwords if those responsible for social media marketing efforts leave the company at any point in time. In addition, if you utilize third-party apps, such as HootSuite, to update your social media channels, be sure you update any saved passwords if you change your channel passwords.
  3. Scheduling: Maintain a schedule to ensure that you are both: posting to channels regularly and often, and posting content that relates to your marketing calendar and pre-planned subject matter. For example, if you have a promotion running for back to school, plan in advance the kinds of content you want to publish for it and be sure they are posted in a timely manner. Lacking a schedule can mean missed opportunities for spreading your message to your social media followers.
  4. Centralized Management: To avoid lapses in brand messaging, unnecessary repetition between channels, or “forgetfulness” when it comes to what’s posted or promoted where, create a centralized team (which can be comprised of one or several people) responsible for the business’s social media marketing, who meet and communicate on a regular basis. Limit the number of people posting to channels and centralize it to one person who multiple writers (if you’re lucky enough to have several) are funneling content to. This can be especially helpful for cohesiveness with blogs.
  5. Repurpose with Purpose: Use content in multiple places judiciously. Every channel – blog, Facebook, Twitter, etc. – doesn’t have to have unique posts every time since most followers won’t be engaging with you in each place. By the same token, however, if each channel is a cookie-cutter reiteration of the other, your users will become bored and frustrated pretty quickly. Balance unique content – directed to your unique user base in each channel – with repurposed content, for an even distribution of information and well-juggled time management.

Not surprisingly the key to quality social media marketing is communication – internally and externally within your channel content. Be organized, know what you have set up and how to access it, protect your logins, centralize your posting, review your management strategy over time to ensure that it’s addressing your channel needs and, ultimately, maintain a consistent brand voice and tone.

February 1 2010

Four Tips for Real-Time Search Optimization

by Khrysti Nazzaro

As the occurrence of Universal & Blended Search results become more frequent for a larger variety of queries, it’s imperative that   business owners and marketing managers craft content creation strategies above and beyond traditional website content. For those sites whose content / industry lends itself to frequent breaking news, updates, and time-sensitive occurrences, presence within real-time search could be particularly beneficial. Following are four tips for improving your real-time search optimization strategy:

  1. Blogging. Publish frequent, keyword-rich blog posts. Build a readership. Syndicate your blog via feeds.
  2. Use Twitter. Tweet regularly, utilizing keywords that people are looking for. Keep an eye on building your follower base with highly relevant folks on Twitter, so that your tweets garner more authority. Think of your followers almost as you would inbound linkers — demonstrate the quality of your content to the search engines via the quality and relevance of your followers.
  3. Press Releases. Distribute well-optimized online press releases. Use keywords, links, and any available multimedia collateral (images, video embeds, etc.), to make the release as robust and content-rich as possible.
  4. Local Listings. Don’t forget about local search. Visit the Google Local Business Center to learn more about adding real-time updates to your Google Maps Place Page(s) www.google.com/lbc.

Real-time content is exploding across the Internet, but given its time-sensitivity, its reach is at once both impactful and fleeting. The benefits of creating and ranking for relevant real-time content are clear in that they present your company to people at the very moment of need and urgency. At the same time, maintaining a real-time research optimization strategy takes consistent maintenance and care; first, because it can be difficult to create content on a regular basis and second, because those difficulties are compounded by the challenge of creating content of value to readers. Those companies that do this well have a definite leg-up on their competition relative to the amount of real estate they will be able to garner in the SERPs and the potential for quality leads and business they will be able to generate though that presence.

July 28 2008

Do You Know What a Knol Is?

by Khrysti Nazzaro

“Knolling” may not be in our everyday vernacular yet, but if past leaps from web-speak to daily jargon are any indication it just may enter our general lexicon sooner than you might realize. Just as “google” became a verb or the concept of a “wikipedia” thoroughly eradicated the notion of “encyclopedias” from the minds of contemporary teens and tweens, so too may “knolling” be the wave of the future. With its launch last week, Google’s Knol seeks to revolutionize online knowledge management.

Unlike Wikipedia, which serves as the online version of a democratized encyclopedia where anyone can collaborate and contribute to an article or post in order to build a central spot for explaining, defining, and cataloging our world — from the sublime to the mundane – Knol’s chief purpose is simultaneously simpler and more lofty. Cedric Dupont, the product manager for Knol, said “We’re not trying to build an encyclopedia. That’s a very focused product. Wikipedia has a great product, but that’s not what we’re doing. What we’re building is a place for people to store their bits of knowledge, and each of these bits come with the author bios and opinions and clearly that’s very different from an encyclopedia. We hope many of these knols and their authors will be referenced by Wikipedia and encyclopedias and help them.”

The site’s tagline reads: “A knol is an authoritative article about a specific topic.” The intention is that the level of expertise of the knols will be significantly high, and closely peer reviewed, as a result of their non-anonymous authorship; and also that their will be multiple knols on the same topic, as opposed to one centralized wiki post that is added to and amalgamated over time. The result? More open dialogue and discussion straight from experts in one centralized, extremely easy- and powerful-to-search location. As opposed to Wikipedia, authors on Knol must divulge their identity, and knols will be “locked” for editing unless the originating author grants access to a contributor(s). This adds credibility to knols that many wikis notoriously lack. Another sharp difference between the two is that ad revenues can be generated (if an author opts to have ads displayed with his/her knol) and shared between the author and Google.

Ultimately, the goal is to offer a forum for experts to collaborate on a global scale (well, an English-language global scale, until additional language versions roll out) and the likelihood for authors to gain “celebrity” for their contributions, as opposed to their lack of notoriety on Wikipedia, is one of many possible results. This knol-fame could be harnessed as part of online reputation management, could fodder link juice, spur viral/wom marketing, and generally increase exposure for brands, corporations, and individuals.

In addition, Knol has other possible implications that will impact SEO. First, there’s a question of whether knol posts will now usurp the top spots often held by Wikipedia articles in Google’s SERPs. It’s yet to be seen, but definitely a concern in terms of keeping the results “impartial.” Second, as with the introduction of any new online application or channel, many less-than-ethical webmasters and users have probably already devised schemes to “game” the SERPs and have their “knols” rank higher than other pages. Finally, will there be SEO value and weight in links to and from knols? Or will they eventually employ “no follows” in the same manner as Wikipedia in order to prevent abuse and spam? If the channel takes off, it will be interesting to note how its SEO opportunities shrink or multiple based on usage, relevance, and impact.

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