CHAPTER 6:SOCIAL PUBLISHING

Learning Objectives 1

What are the channels of social publishing?

Who creates the content published in social channels? What kind of content can be published?

What content characteristics enhance perceived content quality and value? How can marketers plan and organize their efforts as they embrace a social publishing strategy?

Learning Objectives 2

What is the role of social publishing in social media marketing?

How do social media marketers utilize search engine optimization and social media optimization to meet marketing objectives?

How can social content be promoted? What role do social news and social bookmarking sites play in content promotion?

The Social Publishing Zone

Channels Involved in Social Publishing Blogs Microblogs Media sharing sites

Types of Content

Blog posts Feature articles Microblog posts Press releases White papers and

case studies Newsletters

Videos Webinars Presentations Podcasts Photos

Sources of Content Editorial, journalistic

Objective and unbiased Commercial

Intent is to persuade Counterfeit conversations Consumer-generated content (CGC,

UGC) Organic Solicited Incentivized Sponsored

Dooce: A Blog

Sponsorship Disclosure on “Dates to Diapers” Blog

WOMMA Disclosure GuidesPersonal and Editorial Blogs• I received _____________________ from ________________________________________ sent me ___________________

MicroblogsInclude a hash tag notation, either:• #spon (sponsored)• #paid (paid)• #samp (sample)

Editorial Calendar

Value Ladder

Filler content Original content

Plain old original Authority-building content

Pillar content Flagship content

Filler Content

Original Content

Original, Authority-Building Content

Original, Pillar Content

Original, Pillar, Flagship Content

Types of Pillar Content

How to Definition Glossary Theory List

Social Publishing StrategiesTypes On-Site Off-Site

Search engine optimization

Optimizing content valueUsing tags, keywords, titles, URLs

Publishing related content elsewhere with links back to originalLinkwheel structure

Social media optimization

Using share toolsIncluding RSS feeds

Social news and bookmarkingMicroblog posts Social media press releases

Why? Search Engine Patterns

Viewing Patterns

On-Site Indicators

On-Site Indicators

On-Site Indicators: Keywords

Off-Site Indicators: Links

SEO Tactics White hats Gray hats

Keyword stuffing Link exchanges Three-way linking Paid links

Black hats Gateway pages and cloaking Link farms

Writing Titles with LinkBait

Resource hook: 5 tips for great grades.

Contrary hook: Lose weight with chocolate.

Humor hook: Obese skunk cuts out bacon sandwiches.

Giveaway hook: Save $50 here. Research hook: 66% of Americans

are overweight.

Help People Link with Share Tools and RSS Feeds

Promote Content with a Social Media Press Release

Encourage Influencers to Promote Content on Their Social Bookmarking and News Sites

Questions?

Recap Discussion

Reminder: Visit www.zonesofsmm.com to read daily news and search for examples related to each chapter.