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Learning Objectives  What are the channels of social publishing?  Who creates the content published in social channels? What kind of content can be published?  What content characteristics enhance perceived content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?  What is the role of social publishing in social media marketing? How do social media marketers utilize SEO and SMO to meet objectives?  How can social content be promoted? What role do social news and social bookmarking sites play in content promotions? Social Media Marketing, 2e© © Tracy L. Tuten and Michael R. Solomon

But first…  Some terms and concepts in Chapter 6 Social Media Marketing, 2e© 6-3

Social Media Marketing, 2e© __________ is the unit of value in a social community, akin to the dollar in our economy. It provides a social object for community participation. Content

Social Media Marketing, 2e© Content--blogs, videos, podcasts, photos, etc.--can be any of these and more. Increasingly, however, we see more content that is ________; it offers several applications based on a meme or a piece of factual information. Multilayered

Social Media Marketing, 2e© _________ have been around for more than a decade. They began as simple online logs posted in reverse chronological order, and developed into a widely used publishing venue for individual and corporate use. Blogs

Social Media Marketing, 2e© A schedule for publication in the form of an ___________ helps bloggers and other content producers to forecast the time needed to manage the content development process. Editorial calendar

Social Media Marketing, 2e© Not all content is created equal, and we can characterize content in terms of its originality and substance according to a _______. Content value ladder

Social Media Marketing, 2e© In the content value ladder, at the lowest step in the ladder we find the least important type of materials, with ________ simply information that people copy from other sources. Filler content

Social Media Marketing, 2e© If a source creates a solid foundation of original content, the foundation blocks are known as _______ content, typically made up of educational content that readers use over time, save, and share with others. pillar

Social Media Marketing, 2e© _______ refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time--pieces of content create a draw for years to come. Flagship content

Social Media Marketing, 2e© SEO stands for ______ and SMO stands for ______. Search Engine Optimization, Social Media Optimization

Social Media Marketing, 2e© _______ refers to a form of online marketing that promotes websites by increasing the visibility of the site’s URL in search engine results, both organic and sponsored. Search Engine Marketing

Social Media Marketing, 2e© _______ search results are those for which sites did not pay to be listed; they are based on the search engine’s model for delivering relevant search results. Organic

Social Media Marketing, 2e© Search engines use _______(also known as _____ and ________); these are automated web programs that gather information from sites that ultimately form the search engine’s entries. Web crawlers; spiders, bots

Social Media Marketing, 2e© Web page coders try to optimize certain site characteristics that the search bots and the search engine index, with the primary on-site variables being _______ embedded in the page’s tags, title, URL, and content; they tell the bot what information to gather and specify the relevant topic. keywords

Social Media Marketing, 2e© Note the SEO strategies, and issues like White Hats vs. Black Hats regarding ethics of SEO. See other terms, including sockpuppeting

Social Media Marketing, 2e© What federal agency regulates and issues fines related to bloggers disclosing any compensation they receive in exchange for a product review? Federal Trade Commission

Zone 2: Social Publishing Social Media Marketing, 2e© 6-19

Types of Content  Blog posts  Feature articles  Microblog posts  Press releases  White papers and case studies  Newsletters  Recall that we covered some of these earlier  Videos  Webinars  Presentations  Podcasts  Photos  More Social Media Marketing, 2e© 6-20

Dogshaming: A Blog Chapter 6 reminds us some of the bloggers earn hundreds of thousands a month. 6-21

What’s wrong with Wikipedia?  How much is wrong?  How can ‘facts’ be verified?  ‘Vetting’ content  People’s agendas Social Media Marketing, 2e© 6-22

What is Authentic?  Editorial  Commercial  Consumer-generated  Organic content  Incentivized content  Consumer-solicited content  Sponsored content Social Media Marketing, 2e© 6-23

For Discussion: Counterfeit Conversations  How do you identify when social information is counterfeit?  How do you feel about your exposure to this “fake” content? Social Media Marketing, 2e© 6-24

Social Media Marketing, 2e© 6-25

Social Media Marketing, 2e© 6-26

When to publish?  People are creatures of habit?  Content that people like they will keep looking for  We need to have things stand out – mean something, have relevance/importance  We get tired of things – need something new and interesting  So, how do you keep up with a publishing schedule? …Editorial Calendar Social Media Marketing, 2e© 6-27

Figure 6.2 Editorial Calendar Social Media Marketing, 2e© 6-28

What do you publish?  Filler content? Original Content?  Original:  Basic  Authority Building  Pillar  Flagship  A Content Value Ladder Social Media Marketing, 2e© 6-29

Figure 6.3 A Content Value Ladder Social Media Marketing, 2e© © Tracy L. Tuten and Michael R. Solomon

Table 6.1 Pillar Content Social Media Marketing, 2e© 6-31

Writing Titles with LinkBait  Resource hook: 5 tips for great grades.  Contrary hook: Lose weight with chocolate.  Humor hook: Obese skunk cuts out bacon sandwiches.  Giveaway hook: Save $50 here.  Research hook: 66% of Americans are overweight. Social Media Marketing, 2e© 6-32

SEO Tactics  White hats  Gray hats  Keyword stuffing  Link exchanges  Three-way linking  Paid links  Black hats  Gateway pages and cloaking  Link farms Social Media Marketing, 2e© 6-33

Recap and Questions  What are the channels of social publishing?  Who creates the content published in social channels? What kind of content can be published?  What content characteristics enhance perceived content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?  What is the role of social publishing in social media marketing? How do social media marketers utilize SEO and SMO to meet objectives?  How can social content be promoted? What role do social news and social bookmarking sites play in content promotions? Social Media Marketing, 2e© 6-34