The Benefits Of Social Media

“Facebook, Twitter, blogs….my company has no business in social media,” declared one client whose business is a b-to-b involved equipment sales. “None of my customers will follow my Facebook status or what I might tweet.”

This isn’t the first time we’ve encountered “anti”-social media objections. But the truth is, social media doesn’t live in a vacuum; its roots extend through the web and are a key strategy in enhancing search engine optimization (SEO) – how well a site ranks in search engine results. For many businesses, social media isn’t about “keeping in touch” – social media adds to Internet chatter, increases inbound links, and in general, improves the likelihood that websites will achieve more favorable search engine results.

The Basics of “Socializing”
Think of social media links as Internet currency: more of it is better, and the more authority it has, the higher the value (think Facebook, Twitter, YouTube and more….).

However, it’s wise to consider that embarking on a social media campaign without optimizing one’s website content is like filling a water jug that you know leaks. So, shore up the “leaks” on your website by optimizing keywords and adding tags where possible.

First, make sure you have an understanding of the best keywords to use on your site – the ones your customers or prospects will use to find your services or products, not the ones you use to refer to your product or service. Add the keywords into your content as appropriate – especially on your home page. (If you’re not sure about which keywords are best for your industry, input a few keywords into the Google Adwords Keyword Tool and see how your selections fare.)

Next, make sure your keywords on your pages coordinate well with your source code tags (title, meta and alt).

Lastly, use those keywords in your social media posts, and include links back to your site on the pages where those terms are used.

Say Something
Even for businesses that have limited current news, there’s always something to say. Comment on industry trends, discuss allied industries, mention company events, share recent client stories – the list goes on.

If your content is shared from somewhere else, you can make a comment on your Facebook page and add it there; or even interview your in-house “experts” and give the story your own spin so it can be added to your website. Tweet a comment or two just so that it gets out there.

Linked In is another social networking site that can yield ample contacts and content for a website. The site allows participants to “meet” one another through “connections” - people with whom they may share a direct or indirect relationship. Although Linked In is often a conduit for employment opportunities, it also functions as a member news site, offering updates as details are posted.

If you have videos to share - "how-to" style, seminar clips, commercials, and the like - establish your own channel and add them to a You Tube account that ties back to your company name and website.

Blog All About It
Don't forget about the value of a web log – or a “blog”, for short. A blog may function as an online diary or commentary about news, events, or other topics. (Such as the Visionary blog you're reading at this moment.)

Blogs help increase relevance for websites, and also can be a good source of information, depending upon the content.

Social Awareness
In short, social networking is often not just about adding compelling content. Social networking is another opportunity to list your company, promote your website, and prove the relevance of your business to the Internet Gods, the search engines.

Don't wait for your company's “big news” to get social – create a news story and join the social revolution.