Last night I was editing my presentation for the Chicago Integrated Marketing Summit (going on today) and I wanted to share some thoughts, both for companies currently using social media and those that are just getting started. The bottom line is: register your company/brand profiles on all (relevant) social media sites, even if you are not going to use them in the near future. These sites include: Twitter, Facebook, YouTube, WordPress (blog), Flickr (photos), and a handful of others. For reference, see Brian Solis’s Conversation Prism (click on the link) for a nicely organized list.
Here’s why…You run a (high) risk that someone, maybe even a competitor or ex-employee, will register a profile and you will have no control (and little recourse) over what they post. Obviously, that can be very damaging. There’s risk, but there is also opportunity! One of the benefits of this is more “relevance” in the search engines. In short, “relevant” links pointing back to your website (from 3rd party sites), the search engines gives you “extra points” in the search engine rankings. Another benefit is qualified traffic generated from people clicking on a link that’s embedded in your bio. Finally, make sure you register common misspellings of your company/brand names — make it easy for people to find you.
Placeholder best practices include:
- Have a relevant & search-friendly (using relevant keywords) bio within the profile
- Include messaging that says “Hi..we’re not yet on _____ but you can find more information about us on our website at _____.com
- Make sure the profile is properly “tagged”with relevant keywords
- Register your company, but don’t forget brands and product lines
- Look for opportunities to own an issue (preventing infections, child education, etc)
I’m interested in any comments you may have. The preso is embedded below the post. Thanks!