Search Engine Optimization has become a fact of life for any organization serious about the online channel. Social Media is rapidly becoming as important. But what about search on social media? This isn’t an oxymoron. Major social engines like Facebook and Twitter have become so enormous that they form significant search communities unto themselves. Almost nobody, however, seems to have thought much about search optimization for key social engines. And they should.
At least, I think so.
Scott Wilder and I decided to do a series of webinars this year on social media strategy and measurement - mostly because we like working together so much. By the way, I should mention that since our last webinar Scott has become an SVP and Social Media Architect at Edelman Digital. Very cool – and congratulations Scott! This means his advice is probably quite a bit more expensive than it was a month ago - making these free webinars an even better deal.
Of course, I’d like to think this new gig is due to the outstanding quality of our first webinar!
That first webinar introduced a set of measurement concepts around various community and social endeavors. For our second, we wanted something a little more experimental – and as we kicked around ideas, the importance of search in the social sphere seemed like one of the most interesting.
There is tremendous search volume trapped in systems like LinkedIn, Twitter and Facebook. On the other hand, the search engines on these systems are mostly primitive when compared to Google. And while optimization is, in some ways, more straightforward because of that – each system has its own quirks.
Scott and I are going to cover search on the big three: Facebook, LinkedIn and Twitter. We’ll explain how search works on each system, show some examples, and discuss the implications. Sure, these systems are built to be social networks. So building networks and relationships is the core strategy for addressing these systems. But if you think search doesn’t matter on these systems, I think you’re wrong.
Search optimization on the social networks is pretty virgin territory as far as Scott and I can tell. We picked the topic just because of that – and we’ve been working to try and understand how each system works and develop appropriate strategies. So I won’t even begin to pretend we have all the answers. We will, I think, have some pretty thought-provoking ideas though. And if you have some thoughts of your own or want to send a question for the webinar, drop me a line and join us for the discussion!