Cover by Rand Fishkin, Jessie Stricchiola, Stephan Spencer, Eric Enge

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Monitoring, Measuring, and Improving Social Media Marketing

While search engine optimization and social media marketing are two distinct practices, the influence of social media behavior on search results is, and will continue to be, important to consider. This next section will explore some basic aspects of how to optimize your efforts in the social realm to help your SEO efforts.

Best Practices and Recommendations for Social Media Marketing

Social media sites all operate as communities. The structure, rules, and methods of interaction may vary, but their primary focus is on creating and fostering relationships. For example, you may think of YouTube as a video site, but a better label for it would be a video sharing site.

The key to success in any community is to be a contributor. You must put something into it to get anything back out of it. This requires that you be an authentic participant, as little value accrues to those who participate in an artificial way.

Find ways to take part in discussions, sharing content, information, and opinions. Using Twitter as an example, one approach is to start your day by reviewing the daily news related to your market space, and to pick out the ones you consider the most valuable and share them with others. Another approach is to offer valuable tips on a regular basis. A third approach is to be known for controversial opinions, but be aware of the impact this may have on your brand. Bring a unique viewpoint so you stand out from the crowd.

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