Transcript Chap. 6 PowerPoint - Faculty Web Sites

SOCIAL
PUBLISHING
6
Learning Objectives
 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?
 What is the role of social publishing in social media
marketing? How do social media marketers utilize
SEO and SMO to meet objectives?
 How can social content be promoted? What role do
social news and social bookmarking sites play in
content promotions?
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Zone 2: Social Publishing
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Types of Content
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Blog posts
Feature articles
Microblog posts
Press releases
White papers and
case studies
 Newsletters
 Videos
 Webinars
 Presentations
 Podcasts
 Photos
 More
 Recall that we covered some of these earlier
 What is ‘most interesting’ type of content?
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Dogshaming: A Blog
Chapter 6 reminds us some of the bloggers earn hundreds of thousands a month.
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What’s wrong with Wikipedia?
 How much is wrong?
 How can ‘facts’ be verified?
 ‘Vetting’ content
 People’s agendas
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Judging Content Online:
What is Authentic?
 Editorial
 Commercial
 Consumer-generated
 Organic content
 Incentivized content
 Consumer-solicited content
 Sponsored content
 Think back to chapters about ‘power, ego,
personal and social issues etc. regarding what
people do and why they do it…’
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For Discussion:
Counterfeit Conversations
 How do you identify when social information is
counterfeit?
 How do you feel about your exposure to this
“fake” content?
 How do you feel when someone deceives you in a
personal relationship?
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When to publish?
 People are creatures of habit?
 Content that people like they will keep looking for
 We need to have things stand out – mean
something, have relevance/importance
 We get tired of things – need something new and
interesting
 So, how do you keep up with a publishing
schedule? …Editorial Calendar
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Figure 6.2 Editorial Calendar
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What do you publish?
 Filler content? Original Content?
 Original:
 Basic
 Authority Building
 Pillar
 Flagship
 A Content Value Ladder
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Figure 6.3 A Content Value
Ladder
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© Tracy L. Tuten and Michael R. Solomon 2015
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Table 6.1 Pillar Content
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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.
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SEO Tactics
 White hats
 Gray hats
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Keyword stuffing
Link exchanges
Three-way linking
Paid links
 Black hats
 Gateway pages and cloaking
 Link farms
 Do advertisers ‘lie’ to you?
‘puffery’ … ‘buyer beware’
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Think and process in Chap. 6…
 What are the channels of social publishing?
 Who creates the content published in social
channels?
 What is the role of social publishing in social
media marketing?
 How can social content be promoted?
 Content is the unit of value in a social
community, akin to the dollar in our economy.
Think about what you watch, read, pay
attention to…
 Think about traditional media appeals, target
audience
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Some main ideas…
 Some terms and concepts in Chapter 6
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__________ is the unit of value
in a social community, akin to
the dollar in our economy. It
provides a social object for
community participation.
Content
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Content--blogs, videos, podcasts,
photos, etc.--can be any of these
and more. Increasingly, however,
we see more content that is
________; it offers several
applications based on a meme or a
piece of factual information.
Multilayered
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_________ have been around for
more than a decade. They began as
simple online logs posted in
reverse chronological order, and
developed into a widely used
publishing venue for individual
and corporate use.
Blogs
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A schedule for publication in the
form of an ___________ helps
bloggers and other content
producers to forecast the time
needed to manage the content
development process.
Editorial
calendar
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Not all content is created equal,
and we can characterize content
in terms of its originality and
substance according to a _______.
Content value
ladder
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In the content value ladder, at
the lowest step in the ladder we find
the least important type of materials,
with ________ simply information that
people copy from other sources.
Filler content
 Will people come to
your site for ‘filler
content’?
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If a source creates a solid
foundation of original content,
the foundation blocks are known
as _______ content, typically
made up of educational content
that readers use over time, save,
and share with others.
pillar
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_______ refers to seminal pieces
of work that help to define a
phenomenon or shape the way
people think about something for
a long time--pieces of content
create a draw for years to come.
Flagship
content
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SEO stands for ______ and SMO
stands for ______.
Search
Engine
Optimization,
Social Media
Optimization
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_______ refers to a form of online
marketing that promotes websites by
increasing the visibility of the
site’s URL in search engine results,
both organic and sponsored.
Search
Engine
Marketing
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_______ search results are those for
which sites did not pay to be listed;
they are based on the search engine’s
model for delivering relevant search
results.
Organic
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Search engines use _______(also
known as _____ and ________);
these are automated web programs
that gather information from
sites that ultimately form the
search engine’s entries.
Web
crawlers;
spiders, bots
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Web page coders try to optimize
certain site characteristics that
the search bots and the search
engine index, with the primary
on-site variables being _______
embedded in the page’s tags,
title, URL, and content; they
tell the bot what information to
gather and specify the relevant
topic.
keywords
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Original search engines
 Excite, Yahoo etc. --people coded
 Why Google changed things
 ‘Big Data’
 Can humans keep up?
 Gigabytes, Petabytes, Exabytes

 So why ‘web crawlers’ and ‘keywords’
 Zettabytes … and ...
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Big Data
 Number of zeroes
 3
6
9
12
15
18
21
24
term
thousand
million
billion
trillion
quadrillion
quintillion
sextillion
septillion
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Examples
 2 Kilobytes: A Typewritten page
 2 Megabytes: A high resolution photograph
 1 Gigabyte: A pickup truck filled with paper OR a
movie at TV quality
 1 Terabyte: 50,000 trees made into paper
 2 Petabytes: All US academic research libraries
 5 Exabytes: All words ever spoken by human beings.
 Internet Traffic to Reach 1.3 Zettabytes by 2016
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Note the SEO strategies, and
issues like White Hats vs. Black
Hats regarding ethics of SEO.
See other terms,
including
sockpuppeting
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What federal agency regulates and
issues fines related to bloggers
disclosing any compensation they
receive in exchange for a product
review?
Federal Trade
Commission
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