SOCIAL PUBLISHING

6

Learning Objectives

What are the channels of social publishing? Who creates the content published in social

channels? What kind of content can be published? What content characteristics enhance perceived

content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?

What is the role of social publishing in social media marketing? How do social media marketers utilize SEO and SMO to meet objectives?

How can social content be promoted? What role do social news and social bookmarking sites play in content promotions?

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© Tracy L. Tuten and Michael R. Solomon 2015 6-2

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But first…

Some terms and concepts in Chapter 6

6-3

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__________ is the unit of value in a social community, akin to the dollar in our economy. It provides a social object for community participation.

Content

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Content--blogs, videos, podcasts, photos, etc.--can be any of these and more. Increasingly, however, we see more content that is ________; it offers several applications based on a meme or a piece of factual information.

Multilayered

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_________ have been around for more than a decade. They began as simple online logs posted in reverse chronological order, and developed into a widely used publishing venue for individual and corporate use.

Blogs

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A schedule for publication in the form of an ___________ helps bloggers and other content producers to forecast the time needed to manage the content development process.

Editorial calendar

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Not all content is created equal, and we can characterize content in terms of its originality and substance according to a _______.

Content value

ladder

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In the content value ladder, at the lowest step in the ladder we find the least important type of materials, with ________ simply information that people copy from other sources.

Filler content

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If a source creates a solid foundation of original content, the foundation blocks are known as _______ content, typically made up of educational content that readers use over time, save, and share with others.

pillar

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_______ refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time--pieces of content create a draw for years to come.

Flagship content

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SEO stands for ______ and SMO stands for ______.

Search Engine

Optimization, Social Media Optimization

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_______ refers to a form of online marketing that promotes websites by increasing the visibility of the site’s URL in search engine results, both organic and sponsored.

Search Engine

Marketing

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_______ search results are those for which sites did not pay to be listed; they are based on the search engine’s model for delivering relevant search results.

Organic

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Search engines use _______(also known as _____ and ________); these are automated web programs that gather information from sites that ultimately form the search engine’s entries.

Web crawlers;

spiders, bots

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Web page coders try to optimize certain site characteristics that the search bots and the search engine index, with the primary on-site variables being _______ embedded in the page’s tags, title, URL, and content; they tell the bot what information to gather and specify the relevant topic.

keywords

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Note the SEO strategies, and issues like White Hats vs. Black Hats regarding ethics of SEO.

See other terms, including

sockpuppeting

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What federal agency regulates and issues fines related to bloggers disclosing any compensation they receive in exchange for a product review?

Federal Trade Commission

Zone 2: Social Publishing

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Types of Content

Blog posts Feature articles Microblog posts Press releases White papers and

case studies Newsletters

Recall that we covered some of these earlier

Videos Webinars Presentations Podcasts Photos More

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Dogshaming: A Blog

Chapter 6 reminds us some of the bloggers earn hundreds of thousands a month.

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What’s wrong with Wikipedia?

How much is wrong? How can ‘facts’ be verified? ‘Vetting’ content People’s agendas

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What is Authentic?

Editorial Commercial Consumer-generated

Organic content Incentivized content Consumer-solicited content Sponsored content

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For Discussion: Counterfeit Conversations

How do you identify when social information is counterfeit?

How do you feel about your exposure to this “fake” content?

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When to publish?

People are creatures of habit? Content that people like they will keep

looking for We need to have things stand out –

mean something, have relevance/importance

We get tired of things – need something new and interesting

So, how do you keep up with a publishing schedule? …Editorial Calendar

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Figure 6.2 Editorial Calendar

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What do you publish?

Filler content? Original Content? Original:

Basic Authority Building Pillar Flagship

A Content Value Ladder

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Figure 6.3 A Content Value Ladder

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© Tracy L. Tuten and Michael R. Solomon 2015 6-30

Table 6.1 Pillar Content

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Writing Titles with LinkBait

Resource hook: 5 tips for great grades. Contrary hook: Lose weight with

chocolate. Humor hook: Obese skunk cuts out

bacon sandwiches. Giveaway hook: Save $50 here. Research hook: 66% of Americans are

overweight.

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SEO Tactics

White hats Gray hats

Keyword stuffing Link exchanges Three-way linking Paid links

Black hats Gateway pages and cloaking Link farms

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Recap and Questions What are the channels of social publishing? Who creates the content published in social

channels? What kind of content can be published?

What content characteristics enhance perceived content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?

What is the role of social publishing in social media marketing? How do social media marketers utilize SEO and SMO to meet objectives?

How can social content be promoted? What role do social news and social bookmarking sites play in content promotions?

Social Media Marketing, 2e©6-34