Social Media Strategy for Total Web Presence Management

Matt Crowley - December 15, 2015

When reviewing a company’s social media strategy, marketers far too often focus only on what occurs in a platform like Facebook, rather than the entire digital ecosystem. For example, attention is often paid to the engagement that a company receives in the form of comments and shares within Facebook. However, companies rarely focus on how their social media team can work with the SEO team to ensure maximum visibility. The digital marketing ecosystem continues to become more and more interconnected – such as with Tweets being returned in Google search results – increasing the importance of collaboration across teams.

twitter search result exampleThis is where web presence management comes in. When reviewing your digital marketing channels, it’s important to gain insight into how each channel is working together and not just in silos. Web presence management provides a framework for viewing how your organic channels can work with one another rather than separately or in competition against one another. This can bring great efficiency and new opportunities for growth. Conductor, a Web Presence Management and SEO Platform provides a good overview of what web presence management means to them:

It’s a system for expanding – not just your market share, but your entire market — by capturing and creating new conversations and customers for your vertical. It’s also a way of managing what you already have more effectively, ensuring that existing content is actually discovered and makes a meaningful contribution to your business.”

To help you get started on this journey, here are four tips to assist with incorporating web presence management into your company’s social media strategy:

  1. Focus on publishing a diverse array of quality content to your social channels, including multimedia. If you are constrained by resources, consider focusing your efforts to fewer channels to ensure quality standards are met. This will help increase the chances that your presence will be expanded into other channels, such as Google. Also, this will help avoid low quality content negatively impacting your brand if it does receive wider attention.
  2. Ensure that your social channels are complete. A simple but often overlooked step is to ensure that your social channel is complete with your company’s information, calls to action funneling visitors to the correct online locations, custom channel designs, and a custom introductory trailer video (if applicable) in channels such as YouTube. This will help increase the chances that you will convert a visitor into a customer.
  3. Review your channel analytics to see what times are best for posting content. Then, combine this with organic traffic data from Google Analytics to see when your audience is the most active across channels. This will provide you with a start to matching content production and publishing with your audience’s consumption behavior.
  4. Identify if social media content is being returned in search engines for words and phrases that are important to your company. This can present opportunities for your social media team to produce content that ranks well in organic search engine results.
    Today’s digital ecosystem is more interconnected than ever and is only going to be increasingly so over time. These connections provide huge advantages to companies that incorporate total web presence management into their strategies. Get started on incorporating web presence management into your social strategy today, and let us know how we can help!
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