Reaching Beyond the Social Network: Leveraging Social Media to Build a Strong Search Engine Marketing Program

Throughout the past weeks, we have learned how to use social media to listen,connect and reach customers directly. However, week 7 has turned our attention to leveraging social media to increase the organization’s reach by using search engines to extend the brand. Maximizing social media influence, and impacting the structure of search engines are naturally suited to cast our message to anyone searching the web.

For this lesson let’s use the scenario below to explore how we might coach an organization to improve its search engine marketing efforts.

Imagine you are a consultant specializing in integrated marketing communications, hired to evaluate and make recommendations to improve an organization’s search engine marketing. You are tasked with analyzing and ensuring marketing strategies are seamlessly working efficiently, as well as leveraging social media efforts on platforms such as Facebook, Twitter, and YouTube. Currently, the organization’s other marketing efforts include a website, digital advertising, print advertising, and tradeshows. What recommendations would you provide to your customer?

In this scenario, consider the following when crafting your post:

·         What is the dynamic between social media and SEO?

·         How does social media influence SEO?

·         What are some best practices for incorporating SEO into your social efforts?

·         What are some actions items that can be applied to extend reach via social media on each channel? Can all channels be leveraged the same? Why or Why Not?

·         How will you leverage social media /SEO to connect, and listen to customers?

·         What analytical tools would you recommend to aid in your evaluation?

Remember that Scott states that his “entire book is about search engine marketing” (2013) so be sure to leverage all of the lessons that were shared throughout the book.

Looking forward to all the great posts! Many thanks to my Co-author Lori Nilsen for her great work!

Scott, D. (2013). The new rules of marketing & PR: How to use social media, online video, mobile applications, blogs, news releases, & viral marketing to reach buyers directly (3rd ed.). Hoboken, N.J.: John Wiley & Sons.