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Search & Social Synergy for Publishers.

It states something in relation to the amazing increase of social media that Facebook is rivaling Google when it comes to traffic, though they run hand-on-hand. Publishers are increasingly applying Google-orientated methods at the same speed they are concentrating on social media. Search engine optimization and social media are actually vital aspects of audience development for publishers of all shapes and dimensions, but you will still find huge possibilities for improvement.

It’s very easy to think about social media simply like a competitor for traditional publishers; supplying free content and hooking up visitors and ad revenue directly. Many publishers actually understand that they’ll make use of the same social media tools that are driving value for their small businesses, using the help of their editorial and readers, as well as their existing community of subscriber. In the following paragraphs, I am summarizing a few of the ways in which pioneering consumer and B2B publishers do exactly that – and can include some tips about how to produce a social media strategy.

Search and Social are really important. Publishers on social media can get viral traffic same as they get organic traffic through SEO activities. Both are fruitful and co-work for brand building of publishers’ products (magazines, eNewspapers, etc).

Now it has become more or less a search tool with addition of email addresses and websites in search results. In addition to a method for communicating directly with consumers using their contacts, and individuals concentrating on the same interests, it’s also helpful in providing relevant content. Publishers need to focus on creating an ecosystem of content and develop new ways to engage with consumers beyond their on-site forum and email newsletters.

On the basis of three core types of social media tools, as you might be aware of social media basics after using it on your day-to-day life, we have focused on these tools:

Social Networks like Facebook, Twitter, and LinkedIn, these may help marketers take advantage of the person to person communication among their customers, host discussions groups on their own specialized subject, or publish and share their niche content. These Social networking sites connect likeminded people across their personal and professional networks in much better way than print publications use to.

Commenting on Forums, Blogs, articles and Q&A’s can get publishers’ link back to their websites as they comment on the Q&A’s or forum threads. Good examples are Yahoo Answers, LinkedIn Answers and EBay Amazon Book reviews. This activity is also included in SEO as an off-page activity. On other hand you get good backlinks and visits.

Social content services, like-YouTube, SlideShare, Flickr also social book-marking activities, for example Scrumptious, Digg or Delicious are used to post relevant content after tagging similar profile holder companies or individuals so it can be searched among new audiences and create brand awareness.

 How Can Social Media Become An Add-On Value To Publisher?

Here are some good plans that boom publishing business value. These activities have proved to be valuable to a range of publishers:

Driving Traffic to Their Main Site

Large media publishers avoid getting too much traffic from Google. They prefer referral traffic which comes from social referrals from the sites like Twitter, Google+ and Facebook. Publishing valuable content on such sites can provide links back to main site. Imagine multiple contents placed around the web for new visitors to discover, all directing people back to the main hub.

Content Creation

Twitter users can help topics to go viral and also generate viral content and its topic. Editorial teams use it to gather wide range of relevant topics. Power of bloggers attracts Journalists who taps them to create new stories.

Branding Through Commitments and Building Relationships

Other then email marketing, social media can be used to build relationships with casual and regular visitors by committing regular flow of relevant content.

Researching new markets and finding new customers

LinkedIn plays a vital role here for B2B Publishers to attracts new markets, products and generate interest in customers. Making groups and posting discussions can create brand publicity and provide great content. In similar way blogs and forums help to build a database of interested prospects.

Can provide customer services

Many event management and service providers intensively use twitter to solve customer issues instantly. It’s then easy for a happy customer to share their story with their social network.

e.g.: Gadget Show Organizers have used its Facebook page to answer visitors’ queries about tickets and opening times.

Tips on how to create Social Media Campaign:

Some tips we would like to share with publishers to create successful social media campaign.

  • You should know which social platform is more suitable and appropriate based on your nature of business, where the targeted audience is available i.e. Facebook, Twitter, LinkedIn, Pinterest etc…
  • Targeted audience is mandatory as the entire census (e.g. gender, age, etc) and to be able to obtain a true understanding, you have to examine more socio-graphic information about how audiences communicate with the social networking. This might range from which websites they visit regularly, what is more interesting on their behalf in their daily life and which types of blogs they subscribe to).
  • Take a look at competitors’ methods and note any particularly strong one.
  • Promote Facebook and Google+ pages through all your media sources and channels.
  • Start your own group(s) in LinkedIn and Facebook, comment and participate in each relevant group.
  • Create company profiles and publish content on 3rd party social platforms and link back to your website.
  • Most important is to monitor traffic that comes from the social platform and try to calculate value converted from it to your business.

Also, how exactly does social networking impact Search engine optimization?

  • The aim here’s to pay attention to simple and actionable ways in which publishers can leverage social media to possess a positive effect on Search engine optimization.
  • Google Search ‘+’ as well as other social media aspects are forced towards personalization through their social contacts and activities in societies/groups.
  • Google pages allow brands to create individuals connections straight away with customers.
  • So being in many users’ circles means more possibilities of getting higher visibility inside their personalized results in addition to greater annotation from the results, which results in more clicks.
  • Beyond personalized search engine results; the engines take a look at social activity in aggregate to assess the recognition or relative need for content and also the authority of websites and authors.

And in the end believe that this rarely is a fast win, as many out there are still struggling to cope or get fruits out of it. However, utilizing research skills, proper staff timings, getting tougher from your mistakes and a steady investment are the key factors. Synergy between Search & Social can prove to be best options for publishers to dig some gold (revenue) out of it. Also last but not the least you can drive organic (fertile) brand awareness towards your publication.

To get more information about search engine marketing for publishers, visit our page SEO for Publishers.

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