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The Art of SEO, 2nd Edition by Rand Fishkin, Jessie Stricchiola, Stephan Spencer, Eric Enge

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The Indirect Influence of Social Media Marketing

Social media can also influence search rankings in a number of indirect ways. For example, it can have a direct branding impact. Some examples of areas where social media can have an impact include:

Building an audience

A following can be built by using social media sites such as Facebook, Google+, and Twitter to regularly communicate valuable information. Successful use of this tactic can help develop greater engagement with an organization’s customers. This greater engagement can lead to creating brand ambassadors, as a result of customers feeling a closer connection to the organization.

Customer service

Social media sites can provide an effective, low-cost channel for customer service. While this may not seem like an SEO concern, it can enhance the brand-building efforts of an organization. People who are able to see a proactive and effective customer service effort by a company learn to value their relationship with that company even more.

Going viral

When people feel closely engaged with a company, their willingness to spread the word is greatly enhanced. Customers who feel a strong affiliation with a brand have a greater chance to help spread the word on new offerings or promotional programs to others in their network.

Link building

Publishers with a strong following on a social media site can release new content on their websites and then announce it through their social media accounts. This can lead to links to the new content and ...

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