16 rules for social networking optimization Part II SMO

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How do I smo? Since Rohit Bhargava the original 5 rules, several experts have proposed amendments. After Loren Baker, Jeremiah Owyang, Lee Odden, and so on, the SMO rules are set out in the following 16 items:

1. Improve your connectivity in social networking (could your linkability)

Many corporate websites are essentially weed-reborn "static sites". This may include a lot of considerations, not how to constantly modify content and layout. However, in the era of SMO, we must often create new and relevant content, so that it can be used by users on the external Web sites, media, to create the connectivity of their own sites. Blogging is one of the easiest ways to write a blog. In the enterprise Web site can not always adjust the situation, the blog may inject a certain "dynamic sense." Often in the blog published new product information, news, and other content, you can also open up their own micro-blog, SNS accounts, etc., to publish this content to SNS. This will help improve traffic from outside the search engine to the media links into the site.

Recommended tools: WordPress, TypePad, Blogbus

2. Allow your users to easily share sites, tags, and favorites (make tagging and bookmarking easy)

Recently, when we browse different blogs, we often see the "Share", "reprint", "Collection" button below the article, so that readers can quickly post the article to the social network to share with their friends, or the collection of network favorites, at any time aftertaste. If you believe in the truth of "Birds of a Feather," every reader who is interested in your content will surely be aware of more potential users who are interested in you. Giving users the power to quickly share reprint can help you find more potential guest layers!

Recommended tools: Bshare.cn, AddThis, Sharethis, AddToAny

3. Link to your site outside the rewards station (reward inbound links)

Outbound links in the era of SEO accounted for a pivotal position. In the era of SMO, it is even more indispensable. Webmasters can try to provide a practical reward for outbound links on their website, or they can often search for other blogs/tweets to refer to your site, and put this link on their website, and also to the friends of the site to release goodwill. Of course, there are many webmaster directly to the major forums to solicit links.

4. Allow your website content to flow through social networks (help your content travel)

In the 2nd of the above, we have mentioned the technology-throwing mechanism that allows users to share content more easily. But in addition to the technical mechanism, the webmaster also have to think about how to make suitable for sharing, easy to share content. Since the birth of YouTube, many websites have put their own video on these third-party video sites, and then embedded the film in their own website, there are many sites using slideshare, beans, and other sites, the same, the same, PowerPoint or PDF upload. This will not only highlight the search results, but also increase the flow of traffic from these social networks.

Recommended tools: Touding (docin), Slideshare, Youku, Tudou

5. Encourage mashups (encourage the mashup)

The concept of mashups is similar to the "mix and match" in women's clothing. Pieces of different sources of components, content, pieced together into a complete service or Web site. Getting users to use your content will help you quickly expand your site's reputation. One of the reasons YouTube has grown so fast is that it allows users to embed films in their websites. The concept of widgets, which began to prevail a few years ago, is one of the products of this trend. Widgets domestic translation of "micro-pieces", in fact, is the concept of components, applications. Using widgets to realize the concept of "service as Marketing", the RSS feeds of the website or other services that can be provided, can let the user catch their desktop or blog from the website. This utility can also be achieved using the concept of RSS or blog swarm.

Recommended tools: Sprout, Clearspring, Widgetbox, Feedsky RSS

6. Become a user's resource station (be a username Resource, Evan if it doesn't ' t help you)

In the successful blog, we are not difficult to find that there are always many friends station links. This is not just to improve the PR value, but also to improve the user's collection of resources on your site dependencies. Often a good blog on the link site, are also the same issues on the quality of the site. Collect this kind of resources, can let the user position you as the resource Centralism station, also in the SEO lets the user be able to find you faster. At the same time, provide a variety of related free resources to provide downloads, but also allows users to enthusiastically transfer your resources out of the social network spread.

7. Reward your loyal users (reward helpful and valuable users)

We always say that 20% of users create 80% of your benefits. As we try to stimulate these 20% cardinal numbers, we should also look back at how high the value of these 20% creations is. It is one of the ways to measure the user's loyalty by counting the mechanisms. To be able to provide practical feedback, will be able to stimulate loyal users of the active degree, or even become a promotional tool. If you can not provide material rewards, sincere treatment of user feedback, or public on the site to identify the user's views or contributions can achieve the same effect.

8. Participation in user discussions (participate)

Many of the above discussions, in fact, and SEO are very similar. But "participation" is more about SMO. We have seen a lot of websites follow the trend of Weibo. Synchronize the contents of a Web page to a microblog or social network. The cold joke net is one of the good examples. Daily on their own website to publish a cold joke posts at the same time, also posted in 140 words in the post on the Sina Weibo. Not only that, the cold joke team also actively participates in the user's reply and the discussion, deepens interacts with the user. Participation in user discussions not only can create viral transmission (for the user's reply, will be the user's friends see, attract more readers and attention), but also to guide the user's discussion, to avoid the wrong message, the image of the spread. Webmaster and brand owners are more able to communicate with users at the same time, hear users the most sincere views and feedback. It may also save expensive research and outsourcing costs.

9. For the correct user layer (Know to target your audience)

This should be said to be the basic principle of all marketing activities, and do not need to explain more. Novice webmaster in the excavation of their own user groups, but also can refer to the Alexa Clickstream, to understand their own users of the statistical data, to find out what the existing user layer is, and the expected user groups whether there is a gap?

Recommended tool: Alexa clickstream

10. Create Content

In the first item, we have mentioned the creation of flexible websites through blogs and social networks. One thing to emphasize is creating content on your own web site and continuing to create content on these third party social networking platforms. The scope of the content can be deep to the analysis and press release, can also be shallow to the mood share and user reply. In short, the emphasis should be placed on the continuity of the operation.

11. Sincerity, not hypocrisy (be real)

We often say that a user's image of a brand is a bit of positive experience piled up. and social networks are a mecca for users to share and discuss these experiences. If marketers want to penetrate this circle and interact with the target audience, they must listen to the user's views and experience in a sincere and open-minded manner.

12. Keep A humble attitude, drinking water source (Don ' t forget your roots, be indie)

There are many Super blog stars in China. There are also many influential "Reds" and "talent" on social networks. Speed up or faster than these blog stars. But remember, "water can carry a boat." Remember, one day after becoming famous, but also to keep humble, or to support your readers can also use faster speed, bury your hard to build Word-of-mouth.

13. Try new things to keep your website and promotion way trendy (Don ' t be afraid to try new things, stay fresh)

Social networks are growing fast and tend to be niche markets. Domestic companies such as sing created a new Kaiyuan platform that accelerates the pace of social networking into niche (niche) markets. The site's SMO promotion methods can not lag behind the development of industry. Constantly observing the trends of new platforms and ensuring that you maintain active on multiple platforms at the same time will be the key to ongoing marketing. There are many brands in the major blogs, micro-blog to create an account to communicate, but not easy to operate. Some domestic tools, such as Bshare, enable users to synchronize multiple social networking sites to ensure content remains updated.

Recommended tool: Bshare One-pass

14. Development of a sound SMO strategy (develop a SMO strategy)

It has been repeatedly emphasized that SMO is not an independent strategy and tool, but must coexist with other tools. Website promotion and marketing should be a comprehensive strategy. In the SMO at the same time, do not forget to continue to follow up SEO and other promotional channels of use.

15. Choose your SMO tactics carefully (Choose your SMO tactics wisely)

According to their marketing goals, choose different tools and forms to achieve the objectives of the SMO. Although social networks are springing up, don't use them. It is best practice to choose the right channel and tools from your own position and target group.

16. Incorporate SMO into your work processes and thinking, and adhere to best practices (make SMO part of your process and top practices)

As the techniques of SMO improve and the experience accumulates, SMO should become a way of thinking throughout the organization, rather than a gadget that is flip-flopped after other promotional tools have been developed. Only when the whole team is thinking and running together can we continue to carry out excellent SMO strategies.

17th rule?

The author believes that the above 16 rules still lack of internet advertising and the core of the promotion-data tracking.

One of the reasons why digital advertising can quickly catch up with traditional online ads (adjective the line) is that it is "measurable" (measurable) and can be quickly changed to accommodate different user responses and effects (such as A/B testing). There is also a need to focus on data tracking in the SMO to assess the success of the strategy and to keep abreast of its own user populations and adjust the strategy in real time. There are not many data providers for social networks at the moment, but some are already offering them.

In the early days, Sharethis provided the sharing and tracking service, while domestic users can refer to the Bshare Webmaster Data System. With Twitter's API open, several teams have created issues such as TweetDeck, and if Sina Weibo is on Weibo, there are already teams using APIs to "Use behavioral analysis" on Sina Weibo.

These tools will provide in-depth data for the SMO tracking and should be the benchmark for the 17th rule.

The author for Bshare social sharing service and Buzzinate.com founder, Yan Lee.