The term Social Publishing is becoming ever more convoluted, meanings range from merely posting content to Twitter or a Facebook page to a completely alternative form of blogging. For us it means something completely different. I like to see it as a function that can help improve your marketing, reputation amongst your customers, search engine rankings and much more but ‘HOW’ i hear you cry – well let me explain!
Over 75% of consumers trust – peer recommendations while less than 15% trust advertisements. Is it any wonder so many companies have jumped on the bandwagon, branding themselves via Facebook, Twitter and corporate blogs?
Nearly every company has adopted a website but what is interesting is these sites are merely a static representation of that business- bar blogs any updates go unrecognized or have no impact. Twitter feeds spew out mainly irrelevant data, Facebook widgets don’t allow you to publish comments from your page but having these widgets on your site means that a prime piece of homepage real estate is not working for you.
You can probably see where i’m going with this, the pitfalls outweigh the benefits, in fact to boot they have zero SEO benefits but there is a widget of some sort on nearly everyones website but for what purpose?
Here’s an example of a page with a Twitter feed (top right corner) as you can see it has not been recognized by Google even though it mentions the term given in the search…
This is how Google sees a Social Churn widget…
We want to bridge that gap, tying together the world of Digital and Social together.
Companies must develop a customized way to find influential content on the web about their brand — and this doesn’t start with measuring the influence of people or whacky campaign ideas, it all starts with identifying influential content. Instead of by page and over-all number of likes or followers, one’s influence should aptly be measured according to how likely a post is to show up in a search plus how many other sites with relevant keywords are linking to that specific page and the credibility of the influencer for a specific campaign / topic.
You also need to engage your potential customers. It isn’t enough to simply set up a widget that spews out your timeline, who would sit and read that? It’s all about engagement and interaction, making people feel part of the process, well ultimately valued.
Have we inspired you to ditch your bog standard widget? Get in touch if you would like a demo and see how publishing and Social Churn can help you
