Jell-O on the Wall: Social Media Perfection is Fleeting
Social Media Perfection? Every few months or so, a new study comes out which provides what are purportedly the perfect times to post on various platforms.
Or it might outline the perfect number of words or characters or images. All of this relentless pursuit of social media perfection is, of course, is for the Holy Grail of social media, the conversion.
I don’t argue with the idea. Certainly everyone wants to minimize time spent and maximize conversions which, presumably, lead to profit or fame or some other personal or corporate milestone or achievement.
What amuses me, though, is that sometimes the advice is a bit conflicting.
Social Media Today posts a lot of articles like this, and here’s an example.
So back in May of 2014, four great and interesting (certainly helpful) articles appeared on that site. Let’s look at how they stack up.
The Ideal Length of Everything Online, Backed by Research – this rather helpful article indicates, for example, that the ideal blog post is 1,600 words long. This figure puts it into more or less direct opposition to Yoast’s Social Media Plugin for WordPress, which, if all other conditions are ideal, starts to mark blog posts are having good SEO at 300 or more words in length. Now, the Social Media Today article is more about engagement, so I understand that this isn’t exactly apples to apples. But regardless of how ‘ideal’ in length a post is, it’s still got to be found. Fortunately, these aren’t mutually exclusive conditions.
In addition, that article lists perfect tweet length as 71 – 100 characters.
The Perfect Tweet – speaking of perfect tweets, this article, posted four days after the first one listed above, spells out that tweets with images are ideal. Again, it’s not a true contradiction, but it is a bit of an inconsistency, particularly as this article didn’t talk about tweet length at all.
Yet isn’t ideal length a part of tweeterrific perfection? It seems like it should be.
How to Manager Your Social Media in 34 Minutes (or Less) a Day – this article does a good job in outlining the basics. And it adds a bit of a reminder to try to engage the audience, provide good content, etc. However, they don’t include time blogging. And perhaps they shouldn’t. Because if you prepare a 1,600-word blog post (or even a Yoast-approved 300 word wonder), you won’t write it in less than 34 minutes. At least, you won’t be doing so if you want to (a) include images, tags, and other extras and formatting touches and (b) credit your sources properly. Furthermore, you don’t want to even inadvertently commit plagiarism.
The idea of using HootSuite, Buffer, and/or Facebook’s own post scheduler is, of course, a smart one.
I wish I knew how to do that in 34 minutes or less.
Be that as it may, we are all pressed for time these days, and it’s only going to get worse. Undoubtedly, a new study will come out soon enough with new standards and ideals and concepts that are touted as social media perfection. Will they be? Maybe, but probably not forever.
The book is less of a how-to and more of a why-to, if that makes sense. If you’re looking for code examples, look elsewhere. Instead, the book covers theory and explains how and why certain tasks need to be done.
Essentially, any social site, whether in the shape of forums or something else, faces the following user hurdles:
Pay attention – users need to have an idea that they want your software, product, services, etc.
Decision to sign up
Input personal information
Pay money (if applicable)
Decide for someone else (if applicable)
Give up the old way of doing things
Back Up a Second
Frankly, there’s even one item before #1, call it #0 if you will: the potential user must understand that he or she has a need. And, hand in hand with that, the potential user also needs to decide to fulfill that need online. Hence if a potential user, say, decides that they want support because they’ve just gotten a cancer diagnosis, but they further decide to only get their support via an in-person group and not an online board then, so far as you’re concerned, it’s game over. After all, not everyone “gets” the social aspect of the web.
Get Over Those Hurdles
Joshua Porter covers the handling of some of these basic hurdles, such as designing to favor signing up and hanging around. One main point he makes is: don’t make signing up too arduous a task. And its corollary: don’t ask for information you don’t need. Far too often, sites ask for what ends up being ludicrous levels of granularity of detail. After all, when was the last time that anyone, really, needed your middle name for you to apply for a job? Yet sites ask for this trivial piece of data. And, even if they don’t require it, that begs the question even further. Why is the field even there in the first place if the site so openly acknowledges that it’s just plain unnecessary?
Eight Seconds to Impress
Porter makes the point all too forcefully: the decision to sign up for an online service is made in eight seconds. That’s an awfully short window of opportunity to convince a potential user that his or her time and attention should go to you and not your competition.
The book abounds with these kinds of helpful nuggets, and is also chockful of references to blogs and books to support the author’s recommendations. The generous sprinkling of citations was helpful as it was a clear signpost suggesting online readings. It can seem counterintuitive to learn about designing for the web by reading a completely offline book. Porter’s work bridges the gap back to the web and lets the reader in on where to find more information situated a lot closer to where the reader is going to be placing new social software or services.
Finally, Designing for the Social Web does not seem to draw an overall conclusion. Rather, the book instead seems to simply run out of gas in the end. It’s as if the author had run out of what to say. Hence a final upshot or even some words of encouragement would have, I feel, helped. But that’s a small issue with an otherwise interesting and eminently practical work.
First of all, written in a straightforward and engaging style, Mr. Fleischner makes his point: in order to dominate search engine listings, you need to make yourself known. Furthermore, you need to get your keywords into your website (but not stuffed there!) in a logical and natural manner.
Yahoo and MSN
Mr. Fleischner’s sole focus is Google but he does talk a bit about Yahoo and MSN. Furthermore, the reason to zero in on Google is made immediately apparent by the fifteenth page: Google is dominant. Here’s how the percentages of search stack up (he got his numbers from comScore for SearchEngineWatch.com)
Hence Google matters – but so do Yahoo and MSN, particularly when you consider that, combined, their share is nearly identical to Google’s. Yet don’t worry: many of the techniques Mr. Fleischner advocates will help with your placement on those search engines, too.
White hat techniques abound, everything from adding unique keywords on each page to making sure that your page’s overall design doesn’t keep the spiders and crawlers from doing their thing. And that’s just on-site optimization. In addition, he also covers off-site optimization, e. g. writing and distributing articles, or generating press releases.
Furthermore, interestingly enough, there is little to no information on working the social media angle, e. g. Tweeting the existence of new blog posts or announcing page updates, adding similar information to one’s LinkedIn or Facebook statuses, or creating a fan page for your work (or, better yet, getting someone else to do that). However, that is, in part, a function of this being a book and not an e-book – there’s a time lag between going to press and the actual production of a paper book. Hence information is sometimes not as fresh as desired.
However, there’s still plenty in here, for the serious web entrepreneur and the hobbyist. In addition, for someone like me, one great piece of it was some validation that I’ve got pretty good instincts when it comes to my own social media website. Oh, and if you’re paying attention – you’ll see that I just practiced two of his techniques in this very paragraph.
Dominate Google and get noticed. It’s that simple.
Community Management Tidbits – Look at Me! Look at Me!
C’mon and look!
Look at Me!
We’ve all seen it done well, and we’ve all seen it done not so well, and even downright poorly. Now let’s look at applying it to your extant community.
A poorly executed marketing strategy cannot only turn off your preexisting users; it can also get your site marked as a Spammer. And the scarlet S can get your site unceremoniously dumped from Google. And that means, essentially, the equivalent of the death of the site.
Long story short: don’t spam
In order to effectively market your community, you need to cover three kinds of SEO/Marketing. Those are onsite, offsite and offline. Onsite will be covered later in this series, and that information will not be repeated herein. Plus, it may seem a tad counter-intuitive, but onsite SEO is not that big of a deal. Yes, you need good keywords and you need good content. But after that, your optimization and marketing efforts need to move offsite.
Offsite can be (mainly) divided into three areas:
Directories and Search Engines
Social Bookmarking and Networking Sites and
Directories and Search Engines
Let’s start with directories and search engines. You must submit your site to Google. However, don’t submit to any other search engines. Why? Because others’ share of the market is virtually nonexistent. Hence this is a waste of your time, and they will likely pick up your site from Google anyway. So don’t use a blasting service. Heavens, no. You don’t need it and it is absolutely not worth it.
Directories are even easier. For general interest sites, you can start with only submitting to two.
Technorati – only use this if you have a blog. Just submit your blog and copy in the code they give you, and
Alexa – this is less vital than the other one and the metrics are not that great, but it is a free and easy thing to do.
Other directories you can submit to (depending upon your site’s overall purpose) include places like Universal Business Listing, Google Places, CitySearch and Yelp. It can be best to do well locally and rise to the top of the search engine rankings for specific search terms like, say, Indiana Relationship Forums, than to attempt to break into the top rankings for a more general terms, such as Relationship Forums. Consider directories in other languages, too!
Social Bookmarking and Networking
Social Bookmarking and Networking are different animals. Much like for search engines, there is a huge panoply out there, plus it’s tempting to just blast out information. Don’t. You don’t need to.
Only submit your site (and your blog, if you have one) to the following social bookmarking sites:
Forget the dozens of others unless there is a very specific and perfect match between your site and what they bookmark. Because they are mostly tiny, they can be spam factories and they are generally just not worth your time and effort.
Social networking implies more interactivity, and not just voting links up or down, perhaps laced with the occasional comment.
While there are international ones (and if you’ve got a perfect match between your content and their focus, then by all means establish a presence thereat), you really only care about the following:
Facebook – an official fan page helps for any number of reasons. First of all, it can make your site known to friends, family members, business colleagues and any other connections to your site’s currently existing users. And you can use it to post photographs and links directly back to your site. Furthermore, you can use it as a rallying point during both expected (and unexpected) site outages.
Twitter – even if your users are not, generally, on Twitter, it is still a useful marketing tool. Try feeding in a slice of the site via RSS. Just like with Facebook, this can expand the network of persons who know about your site.
LinkedIn – if your site is attached to a going concern, then at minimum make sure the company listing on LinkedIn is correct. And make sure all of the company’s employees directly linkg their profiles to it. Furthermore, make sure your site’s blog and Twitter stream are configured to feed it updates.
More Social Networks
Pinterest – demographics skew heavily female and over thirty-five. Got a restaurant? A shoe store? Wedding products or services? A women’s health collective? A feminist bookstore? Go to Pinterest – but only if you’ve got excellent images.
Got great images but less of a female-centric slant? Consider Instagram instead.
Tumblr – demographics skew heavily under thirty-five and even under twenty-five. Got a video game? An indie film? Go to Tumblr.
Snapchat – demographics skew toward teens and tweens? Consider this fast-moving site for everything from soft drinks to acne cream to fashion.
Google+ – helpful for more than just communities, Google+ pages can bump up your placement in Google search results.
Backlinking is where you get others to add your site link to their own websites. Back-links help a great deal as Google gives them weight when determining your site’s importance. And that is directly linked to search placement. You always do better when more trusted sites link back to you. Don’t get spammers to link to you.
For your blog, add a blogroll of other sites you admire. Just as importantly, post comments on those sites. This provides value to those other people, so they are more likely to spontaneously wish to link back to you. In addition, don’t leave it all to happenstance. Put a link on your site and approach the webmaster of that site and politely ask for a back-link. Some people are happy to oblige. Others are not, so remove their links from your site after a reasonable amount of time. Some may simply think about it, so give them a little time.
And be reasonable, but also be reasonable with yourself. If you’re not getting link-backs, try to figure out why. Are your requests too aggressive? Or do you ask people with wholly unrelated sites? Do you, perhaps, have no content (or no meaningful content) for them to associate with? Look at your site with a critical eye before throwing in the towel.
Offline Marketing and Optimization
Offline marketing and optimization means going back to techniques used before – shudder – there even was an Internet. Before computers even existed.
Depending upon your budget and your site’s overall purpose, offline marketing can range from something as simple as business cards or baseball caps or tee shirts with the site’s logo to a 30-second spot during the Super Bowl. It can even be completely free. After all, any time you mention your site to someone else, didn’t you just market it?
Look, sitting back and waiting for your site to take off will almost never work. You need to market it, particularly in the beginning. Get your name out there!
This is tabs and tabs of an Excel spreadsheet as I think about what I really want to do with all of this.
It’s becoming more obvious is that I’ve got major ambitions and there aren’t enough hours in a day in which I can accomplish them. To really make a good site, a beautifully designed one with awesome SEO and kick-bun content, means engaging something like 50 people to do it.
Egad. I’m organized and I’m energetic and I’ve got time these days, but I’m not 50 people.
This is a source of a bit of stress, to be sure, but it’s also a challenge. How can I leverage what I’ve already got? How can I use my organizational skills to make things easier on myself? How can I set up some things which will run on their own, thereby saving me time? What’s the timing of, well, of all of it?
I’m very excited about this whole venture. I actually got a little Google traffic yesterday! Yay!
I’ve only been on Google for maybe 3 days. Holy cow. This stuff really works.
I have a billion things to do. Oh and I’m running in a 5K in a week. If I could do web development while running, I would.
Cambridge, UK: Polity Press. [Library Catalog Entry | Posted to “Course Materials” on Blackboard], Lavais says, “In examining how adolescents search the web, one research study (Guinee, Eagleton, & Hall 2003) noted their reactions to failed searches. Searchers might try new keywords, or switch search engines, for example. One common reaction was to change the topic, to reframe the question in terms of what was more easily findable via the search engine. The models of search suggest that searchers satisfice: look for sufficiently good answers rather than exhaustively seek the best answer. Because of this, the filters of the search engine may do more than emphasize certain sources over others; they may affect what it is we are looking for in the first place. It is tempting simply to consider this to be poor research skills – or worse, a form of technical illiteracy – but simple answers do not fit this complex problem.” (Page 87)
Whether we search for a local pizza parlor or the best place to go on vacation or for a gynecologist, search engine rankings and how webmasters address Google’s complicated algorithm all shape what we see. Inevitably, we end up trusting these results. Yet are they the best possible results? I would argue that they often are not.
Bestsellers and White Hats That Might Be a Little Grey
I went through the first ten pages of results (further along than most seekers would) and didn’t see JK Rowling, George RR Martin, or Stephen King. I do not believe it is search fraud or any other form of black hat SEO. As was written by Battelle, J. (2005). The search economy. In The search: How Google and its rivals rewrote the rules of business and transformed our culture (pp. 153-188). New York: Portfolio. [Posted to “Course Materials” on Blackboard], “Among the first-tier companies – Google, Yahoo, Microsoft – search fraud is already taken extremely seriously, and efforts to combat it are intensifying. ‘We’ll never rum a blind eye to this,’ says Patrick Giordani, who runs loss prevention at Yahoo’s Overture subsidiary. ‘Our goal is to stop it all.’” (Page 188). Like I wrote, I don’t think that’s what is happening here.
Getting There is Half the Battle?
If Phillips can get to the top of search rankings, then more power to her, assuming that she gets there using white hat techniques only. But just because she hits the top of the search results says nothing about the quality of her prose or even the number of times she’s hit the New York Times bestseller list.
The New York Times bestseller list was, for years, considered to be an objective measurement of popularity. But not necessarily quality. However, when EL James (author of Fifty Shades of Grey) doesn’t make it to the top ten pages of search results, that means something. When Phillips gets there via search engine magic, it says more about the quality of her SEO than of her fiction writing. For seekers who accept the first few results without question (albeit possibly after rewording their searches a few times), the algorithm pushes content to them that isn’t necessarily truly serving their interests. And, much like we saw with recommender systems, that might even be driving users’ reviews and maybe even their personal preferences.