I have been thinking about social content alot recently. Why do we need it? What effect does it have? Stepping away from that, I have found myself
thinking about the connectivity between relative elements of social media – content, conversation and commerce. There is a natural link and actually content seems to be the link between all three. Done correctly, this becomes a very powerful driver of SEO performance and SERP (Search Engine Results Page) strategy.
The diagram below illustrates what I am talking about, with an explanation
underneath.
Content – a content specialist can be someone from a creative or media background. However, the role of content is most important in delivering engagement and therefore, should be done properly from both a creative and metrics point of view. By creating good content experiences, we open up the ability to engage in conversations.
Conversation – conversation needs to be moderated and aligned with tone of voice of the company. Therefore, in reality a PR agency is always aligned with this. However, what needs to be understood is the need for social media optimisation – making sure conversations deliver against key terms used to boost natural search listings.
Commerce – by engaging in conversation, we can deliver an engaging sales platform. We can establish need for products and create bespoke packages for individuals. Once engaged in the commercial process we can then optimise as per any DR campaign.
Content drives commerce – by tagging content properly we know we can improve DR conversion when DR ads use imagery from the content. The same goes for BR then DR conversion.
All of the above should be done in order to drive SEO (the star of the show) and can be done through SMO techniques, using the right partners and saying the right things.
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dwaynekilbourne
