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In the last several years Social media has barged onto the marketing scene in a big way. Some might say it just sneaked up on them when they least expected it – while die hard web users will maintain that it has been a little while in coming. Some platforms have come and gone of course (MySpace, anyone?) – and some have really taken off (Twitter, Facebook, LinkedIn). With this explosion in the use of social media, many search engine specialists have said that “social media is how marketing is done now”. I have to say, I both agree and disagree.

Social Media can be great for your business – great opportunities for marketing. Awesome with local search, etc. But do I think this is now the one and only way to market your business? No way. Do I think that Search Marketing, in a more general sense, that includes social is the one and only way to market your business? No, but it is the best, most cost effective and targeted way to market your business.

Just a couple of the more salient points in the argument – search engine marketing helps people who are actively looking for your product or service to find it – they don’t have to know who you are first. Social media primarily helps spread the word among friends and followers. Someone has to know who you are first, even if you initiate the relationship – it’s not going to go anywhere if no one knows who you are – so search engine marking needs to be the first priority when planning a marketing budget for your web site. This will lay the ground work for any social media and local search. I mean, if you are gonna use local search, you should probably optimize for it, especially if you are offering goods and services that are locally based, as in they can’t be shipped. If you are a dentist or install pools, you’ll want to optimize for your locality as well as the goods and services you are offering. Once you have that all in place, or concurrently, you’ll want to get into social media to “spread the word” – social media really is the new word of mouth advertising – so you should use it to your advantage as much as possible – and track what is being said about you online. People are much faster to complain about a restaurant or other business via Twitter or Facebook, than they are to promote it – so if you want it to be used to your benefit, make sure you are paying attention to what’s being said so you can rectify any complaints or issues ASAP.

This will continue to be an discussion as social media gets bigger and bigger. Social media has absolutely changed the way every size of business markets – of course it did – it’s cheap, it’s relatively easy, and it gets some results. It’s essentially put marketing in the hands of the consumer – which is great – more power to the consumer – but this is also why you really have to pay attention to reputation management – it’s essential to know what people are saying about you – the good and the bad. Social media has made it essential that you be friendly, outstanding, and special, or you are going to be tweeted about. If you are rude – tweet, tweet. If you are ordinary, no tweet. If you go above and beyond, likely tweet. Gotta go for the above and beyond – and really that makes everyone work harder, try to be nicer – win win, right?

There’s a great article over at Mashable with some tips on how Social Media has changed Marketing, as well as some things you can do to get started. The author recommends getting your employees tweeting and using social media to promote your company. This is a great idea – but I’d keep in mind that it is the first place they will turn sour on you if you part ways in an unfriendly manner – just sayin’. We’ve all seen it happen a time or two.

It has been noted on several blogs, most notably TechCrunch, that Google seems to be letting go (at least internally)of the term “search”. They have appointed the previously named “search” product group as the “knowledge” product group. Google has seven product groups, and up until now, of course, “Search” had been it’s number one product. The other groups are Advertising, Commerce & Local, Mobile (Android), Social, Chrome and YouTube.

As is widely known, Google’s mission statement so far has been: “to organize the world’s information and make it universally accessible and useful”. I guess it makes sense that Google’s product is, in more accurate terms is actually knowledge. They are compiling knowledge and making it easier for users to find. I don’t think too many people are going to be switching all the terminology associated with ‘search’ right away, but who knows down the line? Google, for the foreseeable future, owns 70% of the market share in what we now call ‘search’. Perhaps down the road the terminology will switch to Knowledge Engine Optimization – rather than Search Engine Optimization. This change in terminology could have a desirable effect on some site owners. If they know that they need to provide information…i.e. – knowledge, it may make them more likely to produce more relevant sites, copy, etc.

As Michael Arrington from TechCrunch pointed out ‘The problem is, “search” still means “search.”’ Google hasn’t really promoted this change, and they have made some internal personnel changes along with this name change. I think what it gets down to is specifics. Search will always be search, but that will become known as the user end, not the provider end. Google is making these subtle but purposeful changes to let their staff, and later, the public know that they are in the business of providing knowledge. If your site does not provide knowledge, it probably won’t do too well in Google’s “Knowledge” rankings. At least, that’s where this is headed, in my opinion. Not a drastic change in actuality. Google has always maintained that relevance was key. If you have a highly relevant site for your niche, topic or keyphrase, then you will do well. If not, then your site might not rank as well as you would like. Google, in it’s massive book scanning, map making, etc., etc….has been on a knowledge gathering spree all along. Perhaps they have decided that it’s time to drive the focus on making that knowledge as accessible to the public as possible. Or maybe they are just being incredibly arrogant. What’s your call?

The following comes from an article found on Law.com – it pertains to a court case that is vitally relevant to my business, as well as clients of TKG. I wish I could post the whole article, because I feel that it is written better than I could, to make sure the legal aspects are represented – but I’ll give it my best shot. To read the entire article (which I recommend), I have provided a link:

http://www.law.com/jsp/cc/PubArticleCC.jsp?id=1202486373422&Web_Host_Liable_for_Contributory_Infringement
Sheri Qualters All Articles
The National Law Journal

So here’s the basic rundown: A web hosting and SEO firm in South Carolina called Bright Builders hosts a site and provides SEO services for a counterfeit golf club company. The fake golf club company openly states on it’s site that they make and sell the best fake Cleveland Golf clubs on the internet. Cleveland Golf gets wind of this and sues. Judge decides a verdict against Bright Builders (the web hosting company) to the tune of $770,750!!!!!!! The fake golf club guys get a jury return of a mere $28,250 statutory damages verdict.

A lawyer (Finnerty) in the case maintains that hosting a web site is the same as being a landlord –
“A Web-hosting company’s obligation is similar to that of a landlord’s, he said. A landlord doesn’t have the obligation to act as an investigator against his tenants to find out they are doing anything illegal, but once they knew or should have known, they have to act,” Finnerty said. “How is that any different online?”

Basically stating that a Web hosting company has a minimal obligation to know what they are hosting, as a landlord has a minimal obligation to know whom he is renting an apartment. If the hosting company or SEO provider discovers something remiss, or flat out illegal, they are obliged to report it.

I guess that’s just basic common sense. I don’t know that I want to get hit with a monetary judgment because I wasn’t aware of what a client had on a Web site TKG is hosting or does SEO for. I think for the most part, we are fairly familiar with all of our clients and would notice something going on. In this particular case, it was clear and obvious that Bright Builders knew what was up, and just didn’t do anything about it. TKG has always upheld the highest Web standards, and hopefully, this would never be an issue. That being said, we host hundreds of Web sites, and a few are just hosted here, we haven’t touched them other than to host.

As law catches up to technology, we’re going to see more and more of these cases. Judges are going to have to try and use existing law as a precedent, as in the landlord example. Or they are going to be setting landmark precedents. Hopefully, these types of cases will be decided justly, and won’t impinge on the freedom of the Web.

What are your thoughts on this case? Do you think the hosting company should have been liable for damages, or do you think it’s a crock? I think I am in the middle on this one. If they were aware of the situation, then yeah, they are liable, but I don’t see how they are more liable than the actual site owners. That one baffles me a little. What say you?

TKG is HIRING!
We’ve had a few staff changes, as well as some positions in departments that just keep growing and growing, so we’re looking for some new blood around here! If you are motivated, like to work in a fun, upbeat atmosphere while wearing jeans and sneakers rather than a pin striped suit and tie, please apply!

SEO STRATEGIST – Just as our SEO department keeps growing, as does the number of SEO staffers going part time due to motherhood, so we need more strategists! If you have experience, and know your way around SEO, send us your resume, we’d love to talk to ya!

SEO SALESPERSON – Because SEO is vital to any website’s success, we are on the lookout for a great sales person who truly understands SEO, and how it impacts a site’s conversions. If you believe in the fundamental importance of SEO, and can demonstrate it to your client, give us call!

ACCOUNT MANAGER If you are great at client interaction, and can run interference between two departments who rely on each other to work together, check out this job posting – we need ya!

RECEPTIONIST – Hannah is moving up in the world, becoming a personal assistant for Stacy in HR, and me. On second thought, this could be construed as a step down, as she’ll have to contend with me, but she’s too nice to mention what a pain in the neck I am.

If you’re interested in any of the above positions, I invite you to stop over and check out our offices. I think you’ll be in for a great surprise – a laid back atmosphere, pool, foos, darts and a nice deck when you need a little down time. Casual dress, friendly faces and some pretty awesome aesthetics to keep the creative juices flowing. Drop by, we’d love to meet you.

While Social Media as an online marketing strategy is a great idea, it should always be secondary to search engine optimization, primarily the organic optimization that should always be a number one priority with any site. Things like selecting keyphrases, writing and optimizing great copy, tags, anchor texts, what have you – is going to give you the best ROI.

That being said, social media is good, too, and should be a secondary consideration. Jamie Turner over at Mashable has a pretty interesting post about the Social Media ROI Cycle. According to Jamie’s post, there are three stages of a social media ROI cycle: Launch, Management and Optimization. A bit backwards from the way we do and SEO strategy, at least from a web developer’s best practices standpoint. We would, depending on what the client wanted to undertake, recommend for a new site, while the copy is being developed, optimization going forward would be a great thing – ready for the search engines at launch. Any social media strategy should be on top of a traditional SEO campaign.

This is of course the best case scenario, but it makes the most sense. Once you launch, you manage, or analyze and tweak your on going SEO efforts, which might include some social media. Regularly re-examining your strategy will help you decide if social media is a good fit for your company. Regular tweaking of your ongoing SEO is a must. Good copy, a well developed site, and carefully constructed SEO is always going to give you a good ROI. Social media is great, and has been the icing on many cakes so far, and it will continue to be a major part of any online marketing strategy. But SEO is the cake, it’s fundamental.