I have focused a lot on leveraging Social Networking and Social Media for pushing your business forward. As I have, a lot of focus has been on the need for doing it, which is also getting a lot of attention. But what I’ve only seen recently is the need to do it well, and to optimize your interactions in Social Networking.
The first thing to keep in mind is that things posted to a social networking site is still being posted to a webpage. With that being said, it’s not the “build it and they will come” model. Unfortunately a lot of people approach it that way. Yes, you’ll get some people to come if you just build it. However, they aren’t necessarily the people you want to have. Rather, just like your website, you want to the right people to come to you. How do you make that happen?
Well, from the non-content perspective, there is little you can actually do in most cases. Facebook and Twitter don’t allow you to modify page titles and things of that nature. But, in exchange for that, you get some great link love. These sites enjoy phenomenal page ranks, and if you start pointing back to your corporate website, and especially if others do as well, then your page rank will start increasing as well. So what do you have control over? Your content!
What does that mean? It means not just writing good content that captures the audiences attention, but also leveraging proper prominence, density, and proximity rules. What do those mean?
- Prominence: this is where your keywords appear in your text. Your primary keyword should appear in the first 50 and last 50 words of a longer entry, like a blog post. For shorter posts, like Twitter, it’s the first 40 character.
- Density: this is the ratio of your keywords to the whole text. For longer posts, just like for your website, it should be 3-5%.
- Proximity: this looks at how closely words in a keyword phrase are to each other. When possible, you want to use your keyword phrase as exactly that, a phrase. However, when it doesn’t make sense or isn’t natural to do so, be sure to use them as closely together as you can, usually within 2-3 words.
These are just a couple of items to pay attention to. Most importantly, know your audience. Make sure you write to them, and use keywords they would be searching on.
Here’s to a great week!
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