Last Wednesday, we discussed how to better interact with leads using the many facets of search. Based on our recent exploration of search engine optimization, you have probably gained a deeper understanding of how popularity on social networks can enhance your online presence and rank in search results. In addition, social media offers an endless supply of user data that can be easily translated into consumer listening.
With the awareness that success in social media means increased leads via search engine results comes an undeniable desire to maximize the potential of social platforms. It can be daunting to use even one channel effectively, but to spread your brand’s message over several at once – utilizing each one’s strengths to your advantage – can seem nearly impossible.
While optimizing messages for each channel is indeed a challenge, it is possible with the right approach. The answer to this dilemma is a simple shift in thinking. Rather than focusing on perfecting each social network separately, it has become necessary for marketers to think in broader terms, shaping their goals for the social continuum.
The social continuum refers to the management of your messaging strategy across multiple platforms so that, depending on the user query, different messaging is employed based on a particular user’s needs. Essentially, this approach ensures that messaging remains consistent across all social channels.
When you consider how different LinkedIn is from Twitter is from Facebook, the concept of social continuum strategy might be intimidating. Don’t worry – we plan to help. For the rest of the week, we will share our guidelines for streamlining your social messaging strategy.
Soon, your brand’s cross-channel message will be unified, increasing your appearance in search results. The effort to master social plus search is worth it — your new leads will prove it.
Image credit: Doug Belshaw
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