Article Archive by Lesley Gross

September 23 2009

Facebook’s New Updates Spark More References to Twitter

by Lesley Gross

Facebook has been very busy this past week. Not only have they have now topped 300 million active users, they have also launched two new simplistic features; Facebook Lite and Status Tagging. Many believe this is all in an attempt to stay competitive with Twitter, while at the same time pleasing their ever-growing user base.

Facebook Lite, is a pared down version of the original social media channel. Originally created for users with a slow Internet connection, the ‘Lite’ version does not include any applications, engagement ads or custom features that we have become so accustomed to seeing. Brand pages seem to have the most to lose from this new version, if it catches on. The search function is enabled only for profiles and not groups or pages, making it that much harder for a page to be found.

Facebook’s Status Tagging is set to function similar to Twitter’s @mentions. You can now tag any profile, group or page within your status updates. This is a great new way for pages to be able to interact with fans. However, reputation management within Facebook will now become a full-time job, with companies needing to stay abreast of all mentions of their brand within Facebook. 

Now, more than ever, businesses using Facebook need to develop and execute a clear-cut strategy for the channel and understand how each of these new features can affect their online goals with social media marketing.

September 1 2009

Will Google Caffeine Affect SEM Campaign Strategies?

by Lesley Gross

Google has recently launched a preview of their new tool, Caffeine. This program provides a developer preview allowing webmasters and power searchers the ability to give feedback on organic search results. In short, we will get to weigh in on Google’s algorithmic changes before they are launched.

So will this new tool affect your Google AdWords campaigns? According to Google, and an interview with Matt Cutts, the answer is simple; No. However, as a Search Engine Marketer, I believe we can use the information being provided from Caffeine to make smarter choices with our PPC campaigns. Unlike with past algorithm updates, we are able to get a preview of how our own listings will look. As we all know, SEO results are long-term and can take some time to change. If your positions drop due to these updates, it is your SEM campaigns that will immediately accommodate for these shifts that we are likely to see in organic results.

Creating a new campaign aimed at top positions for certain keywords that may be affected is a great way to combat an organic drop in visibility. With Google’s Caffeine we can be one step ahead of the curve in proactively selecting keywords to bid on. Be sure to check out this tool so that you can create a strong PPC campaign to quickly reclaim your presence.

July 21 2009

When Social Media Can Damage Your Company

by Lesley Gross

It happens more times than you’d care to know; an employee posts raunchy pictures of their weekend debauchery for all of their Facebook friends to see. So why does this matter to you as an employer? Simple… Because it is becoming more and more common for employees to be linked with clients on their Social Media channels.

Several large organizations have paved the way in establishing strict online guidelines for employees to follow. A few of these companies have even made these details public: Cisco, IBM, Intel. Companies aren’t taking this stand to bully their employees or tell them they can not use Facebook or Twitter, but rather to use good judgment when there is an overlap with their professional and personal contacts.

If a formal policy is not the right fit for your organization, you can encourage employees to create a separate account for their business and networking relationships. This way they can tailor all their content in a way that will best represent their professional goals, while at the same time representing their employer in a positive light.

As an employer it is important to remember not only how Social Media can work for you, but also of all the ways it can work against you as well.

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