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ROI of Social Media: How to Improve the Return on Your Social Marketing Investment by Jerry Dimos, Steven Groves, Guy Powell

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9

SEARCH–BEING FOUND IN SOCIAL MEDIA

BEING VISIBLE IN SOCIAL MEDIA

A well-laid-out plan in social marketing must take into consideration the entire experience for the influencer, consumer and individual, including search. Of the billions of web pages extant today, one of the big online tasks of the marketer relates to when individuals search for brand-related terms. When the consumer has an intention to purchase, and there is a computer available, the search engine is the very first place they will go. In addition to its inherent value to a consumer, social media also has a high impact on search results.

Generating content that is “link-able”—that is, content that has high value and is likely to be linked to by other websites—will affect the page ranking of a listing in the search engines. Because of the high activity and use of high-value, link-able content, social media can have a strong impact on search engine results and page rankings. Other methods to increase rankings include search engine marketing and the mention of a social media presence in traditional media, such as through the use of chicklets as discussed in Chapter 6. Because of the strong connection between social media and search, search must also be included in the discussion of the ROI of social media.

SOCIAL MEDIA AND SEARCH

Social media activities taking place on the web related to a brand increase due to many factors. As consumers and other interested parties discuss a brand, they write both positive and negative ...

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