|Social Media and Link Building|
Social media and links, in my opinion, has been misunderstood. I include myself in the ranks of those who have misunderstood what is going on with social. There have been some recent studies that have been changing my mind about social media and the role it plays in brand building, traffic, building a fan base and ultimately detaching from Google and becoming a destination independent of Google.
Becoming Google independent is tricky because a popular way of doing it depends on topical subjects that have no search query footprint in the past, present or future. And the reasons why people share the content (as opposed to read it, simply share it) is to obtain social validation through Facebook and Twitter. Many people aren't reading articles, they're simply sharing it to obtain social validation. The same people don't care about the content. For them, the utility of the content, the usefulness of the content, exists solely to impress others in their Facebook feed to generate personal validation through the likes their sharing receives. It's a parasitic form of traffic. The content itself is not useful. It is useful for what it can do for the site visitor's personal validation or more often, simply as ammunition in the daily war against boredom.
So we have to (re)define the role of social media and link building because the reasons people use social media have evolved in a manner that may or may not be consistent with our goals. How do you tie this in to building traffic? How about tie this in to making money? At bottom, link building is about making money.
MartiniBuster (may need one after this thread;-)
Let's also take a moment to look at authenticity and how some people are ready for real exchanges, and connections with real people.
I've been reading Humanize (Notter & Grant), which is a revolutionary way to look at the impact social media has on businesses today.
The authors emphasize being open and transparent, while allowing employees and potential customers/followers to be themselves. And, celebrate that.
I've worked for a number of organizations that were afraid someone would say the wrong thing; however those instances are what allow for great understanding to come from unclarity and dissatisfaction.
Going viral is no joke. I'd like to take that concept one step further and suggest "going spiral" (upward is recommended) and becoming generative organizations who nurture relationships, build communities and add to the betterment of society.
Those inauthentic posts you speak to here are real, but do not in any way carry the enthusiasm of sharing content that is meaningful and useful in our everyday lives.
Our followers have responded so enthusiastically to our weekly giveaways, especially small ones like our Thirsty Thursday Starbuck promotion on FB, which shows up strong in our analytics.
This is helping us to build recognition and a community of users and followers who interact with each other in a healthy and supportive way. It's been exciting to see the potential for getting our message and product to our specific target audience.
That's My Two Cents Worth,
Erin, hats off to you. Thanks a bunch for sharing, that made my day! I like your concept of going Spiral and community building.
Social media links are extremely helpful. interacting with your viewers or customers is better because their good service gets you good reviews and more exposure. I take advantage of social media. :)