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Audience, Relevance, and Search: Targeting Web Audiences with Relevant Content by James Mathewson, Frank Donatone, Cynthia Fishel

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Chapter 8. Capturing Social Media Opportunities

The Web is a social medium. As we showed in Chapter 7, the value of content on the Web is directly proportional to the quantity and quality of links to it. To get people to link to your content, you have to establish credibility with folks who share your interests and find your content compelling. To establish credibility, you have to develop relationships with them. Thus, if you hope to create valuable content on the Web, you must frequent the parts of the Web developed for social interaction and sharing. And it is not enough to merely lurk on these social sites. You must contribute. Providing quality social media contributions is a key differentiator between effective and ineffective Web communicators. ...

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