Creating one way links to your web pages is crucial, and an effective way of generating traffic to your website. Social bookmarking is one area of your social media optimisation that is an increasingly common and effective way of driving people to your site via one way links. A lot of companies and individuals interpret social bookmarking in different ways; however the main purpose behind it is to create links and tags to web content so that it can be found by other web users and shared. It is important to remember that social bookmarking is not about sharing the actual content, but about ensuring the tags and links are distributed in all the right places to encourage visits to your site.
A lot of us spend a vast amount of time on social networking sites, both for business and pleasure, and the main area of focus in terms of your social media marketing strategy is usually concerned with updating profiles and including strong content. Whilst social networking sites are a great place to share information and opinions, they are limited in terms of the quantity and type of content that you can post. The other crucial thing to remember is that no matter how strong your presence is within certain networking sites, you still have a business to promote and driving traffic to your website should still be your main priority.
Whilst exposure is good for creating awareness, you should still have some form of system in place that enables you to select the most appropriate social networking site for that particular web page or piece of content. Most of us are familiar with seeing social networking icons at the bottom of web pages, and if that content offers a link to every single site going then it can be a little overwhelming for users. The trick is to use different networking sites for different purposes which are more in tune with the nature of that site and will be more appealing to the social network users.
A good example of this would be to use Facebook and Twitter for customer messages, exciting promotions or company events, as this type of audience is more social. Sites such as Flickr are the obvious site to place images on, and YouTube for your video content. There is also LinkedIn, which is for the more business orientated and professional messages such as company information and recruitment. If you have anything a little whacky that could create potential PR opportunities then these are best kept for Facebook and Twitter, or if you are feeling really up to speed then include Sphinn and Digg.
The key to remember about social networking sites is that people are using them very frequently. They are sties which people go on to learn new information and find out new things, so it is important that you are offering them links to new information on a daily basis. There should always be a strategy and clear objective for messages behind it, as just randomly posting links or tags to anything will only confuse your audience.
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Posted by Steve.
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