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Chapter 6:Social Publishingby: Keith Olson, Kwincy Brown & Joshua Abraham
The Social Publishing Zone
Social Publishing - Channels that allow people and organization to publish content including blogs, media-sharing sites, micro-blogs, and information and news networks
Publishing Content Blogs- websites that host regularly updated content.● Been around for almost a decade● More than 200 million blogs in existence● Include video and images
Micro blogs- are similar to blogs, except that the content is limited to short burst of text and links.Media-Sharing sites – include video sharing sites such as youtube, vimeo, and Ustream and photo-streaming sites such as flikr and snapfish, audio-sharing sites such as Podcast alley, and document and presentation-sharing sites such as Scribd and Slideshare.
Publishing Content Cont.Content- is the unit of value in a social community. Types of content include:Blog postMicroblog postPress releaseWhite papers, case studies, and ebooksNewslettersVideosWebinars and presentationsPodcastPhotos
Content ProducersEditorial Message – is objective and unbiased, the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization Commercial Message – such as a advertisement, make it clear that the intent is to persuade the reader or viewer to change an attitude or behavior. Cultural co-creation – among both producers and consumers
Content Cont.Organic Content – Is content that a person feels intrinsically motivated to prepare and share Incentivized Content – Is encouraged by the offer of an incentive such as a contest or free merchandise
Call to Action – Ensures people participate in the social media campaign
Customer- solicited content – Invited but non-compensated citizen advertising.
More ContentSponsored conversations – paid customer content. SpokesBloggers – The company pays bloggers who post sponsored conversations a their sole reason to contribute to a conversation. Counterfeit conversations – when an organization plants content that masquerades as original material an actual customer posted
Developing and Organizing Marketing Content
An important component of social publishing is having an editorial calendar-Helps bloggers and other content producers to forecast the time
needed to manage the content development process.
Organizations also have a master calendar.-provides an overview of all content planned by day and by week over
the course of the plan.
Content Value LadderCharacterizes content in terms of its originality and substance
-Filler content- lowest step, information that people copy from other sources.
-Original content- This level refers to contributions that originate with the poster.
-Authority-building content- if the original content positions the sponsoring entity as an authority on the subject in question.- Pillar content- source creates a solid foundation of original content.- Flagship content- seminal pieces of work that help to define a phenomenon
or shape the way people think for a long time.
Social Publishing StrategiesTwo fold goal1) To increase the exposure to the brand’s messages.2) To use the content to drive traffic to the brand’s owned media.
Media plan- designates how the campaign’s creativity content will be disseminated to the target audience using specific media vehicles such as radio or billboards.
Cont.
Social Publishing & Search Engine Optimization
-First focus on ways the brand can increase exposure to its online content and drive site traffic by publishing related components of the content across several social sites.
-Branded article- an article is a promotional piece that educates company’s prospects.
-Search engine marketing- a form of online marketing that promotes websites by increasing the visibility of the site’s URL in search engine results.
How Search Engines WorkSearch engines use web crawlers
-automated web programs that gather information from sites that ultimately form the search engines entries They follow all the links collecting data, they then classify it.
-Index data- include tags and keywords derived from site content.
Then when someone enters a search query, the search engine then applies its algorithm to determine the sites that are most relevant to the query.
On-Site Optimization-Coders try to optimize certain site characteristics called on-site indicators
-They tinker with elements of the site to make indexing more efficient and ensure that the web crawlers will classify the site the way the developers intended.
-Primary on-site variables are called keywords, they are embedded in the page’s tags, title, URL and content.
-keywords tell the bot what information to gather and specify the relevant topic.
On-Site Optimization Key TermsMeta Tag- Code embedded in the web page.
Title Tag- An HTML tag that defines the page’s title.
Heading Tag- An HTML tag that is used to section and describe the content.
Title- the headline, the main indicator of your page’s content.
URL- The website address.
Off-Site OptimizationLinks - are the building blocks of social publishing; There are two approaches to having a link.1. Publish related content and links across other sites2. Encourage other unaffiliated sites to link to the brand’s content
Linkwheel - increases number of links back to the site
Backlink/Trackback - when other sites link back to the content
Link Wheel
Types of SEO Marketers
White Hats - provide good quality content, with best use of keywords and tag. Create site maps so every page is linked to every other page.
Gray Hats - duplicate content at multiple sites and create link exchanges (sites agree to link together), three-way linking (their own sites link to each other in sequence and back to original) or paid links.
Black Hats - keyword stuff (superficial large number of keywords), place keywords in hidden text, use gateway pages (pages visitors are directed past), cloak (display of misleading content), link farm (groups of websites that link to each other and pages with unrelated links) and finally spam with links.
Social Media Optimization
Main goal is to build a community.
Aggregators - internet company that collects information about competing products and services and distributes it through a single website.
Power Site - any site with enormous readership.
How do you decide if the site is worth it?1) Title (linkbaiting/hook) - this increases the intended
likelihood the person will click on the link.a) resource hook - content written with intent to be helpful to target
audience.b) contrary hook - challenges belief and causes person to read and
argue the content.c) humor hook - designed content to entertaind) giveaway hook - promises something for freee) Research hook - offers a claim about something of interest
How do you decide if the site is worth it?2) Share Tools - clickable icons on a site and enable viewer to
bookmark or share the page with other social networks
3) RSS Feeds - automatically feed new published content to subscribers
4) Social Media Press Release - informs the subscriber to new updates or company developments
5) Microblogs - share headlines and easily found on search engines.
6) Social News & Bookmarking Sites - save sites so you have access to them all the time, which can be shared to others.
Social Media Press Release Temp.
How Social News Develops1) What is the community’s focus?2) How many active users are involved? What kind of traffic does the site
receive?3) How active are the top users?4) How many comments on average are on each new submission?5) How many votes are required to earn front page status on the site?6) Are stories on the site’s front page recent? How rapid is story turnover?7) Are there limitations for branded content in community’s Terms of Service?8) What have others said about the site?
Case Studyhttp://digiday.com/publishers/social-publishers-web-5-charts/
