Search & Social – How We Can Benefit
We know that social media marketing could have a positive contribution to your organic search results and you’ve might have read some articles already about the ‘power pair’ regarding page ranking and link building. But are there other things we could benefit from, using these two powerful competences together? I think we can.
Two, what seems to be very powerful marketing tools like search and social, makes you wonder how we can benefit even more putting these two together. Ian Orekondy published his analysis of the Mike Bloomberg campaign to ‘extend term limits for New York City elected officials’. In the analysis he did, he wanted to see the impact of both search and social media strategies.
Also regarding page ranking, social media seems to contribute to higher ranking of pages, if your social sites have been indexed properly. Meta tags in everything you do in social, can help you to gain better results in your page ranking, without paying for it. So much for Search Engine Optimization (SEO). And of course, you can use (SEA) to drive people to your social sites, weblogs, micro blogs etc.
But what if you start to monitor your brand online? A great way to get proper insights about your brand online anyway; insights about what is being said about your brand, sentiment and share of voice. But brand monitoring can also help you to identify the most important keywords you need for your SEA. Insights that can improve your link building and reputation management.
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Slide 11: Bloomberg is even reaching voters with Ads ons Bill Thompson’s own website…
Where’s the office of Thompson’s campaign team, in a cave?
Nicole – I’m so pleased you found my research and analysis valuable enough to share with your readers! Great point about the importance and value of monitoring your brand online. And Laurens’ question (answered below) provides a clear example of how this appeared to be used by Thompson’s digital team (Blue State Digital) after I published my analysis.
Note: the presentation is focused on the actual race – from a social media and search marketig perspective – between Mike Bloomberg and Bill Thompson (which was made possible by the decision to overturn term-limits in New York City).
Laurens – great question regarding Bloomberg running ads on Thompson’s own campaign site via Google’s content network. The answer illustrates the power of using social media to monitor your brand…
Here’s what happened: I published my research, analysis and recommendations for both Bloomberg and Thompson on October 19th. Within the first week, the presentation started getting a lot of traffic from Twitter, so Slideshare included it as a featured presentation on its homepage. The presentation was also outranking articles from several New York City newspapers including the New York Times on the first page of Google for keyword “Bloomberg vs Thompson” in the days leading up to the election. Somewhere around 900 – 1,000 people viewed the presentation in the first week, and as you can see many more have viewed it since – closer to 1,600 – and now even more with your help!
What’s interesting about this is that after I published the presentation in October, and before the election, Thompson’s digital agency (Blue State Digital) began following me on Twitter, so I assume that Blue State was monitoring mentions of Thompson online and saw my analysis and them followed me as a result; but that wasn’t all…
About a week later, Thompson’s site no longer was running Adsense ads within their site, effectively eliminating Bloomberg’s ads from appearing there.
So that’s a very long way to answer your question! But I think it illustrates that while Thompson and Blue State Digital may not have initially foreseen all of the implications of a part of their search and website strategy; they appear to have effectively leveraged social media monitor mentions of Thompson’s campaign online, which ultimately led to them optimizing their approach.
Best – Ian Orekondy
So if I get this right a politician was running AdSense ads on his campaign website?
He clearly had lost sense of direction as to what the purpose of his website was.
Surely his website is there to spread his message, not to make money by spreading someone else’s message.
Daan – that’s correct. My hypothesis is that Thompson’s team thought Adsense might help the campaign raise much-needed funds to compete better with Bloomberg. But I’d bet Adsense netted them just pennies, not even enough to collect a check. In the end, they removed Adsense following my reco on Slideshare, so that’s my small contribution to the democratic process
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