article critique - 750 words
BluSkyy757
Tuten3e_PPT07.pptxSocial Media Marketing
Tracy L. Tuten & Michael R. Solomon
Social Publishing
Chapter 7
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 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?
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Figure 7.1 The social publishing zone
What is social publishing?
Social publishing is the production and issuance of content for distribution via social publishing sites like blogs, media-sharing sites, social network sites, and social bookmarking and social news sites.
Dogshaming: A blog
Social publishers
Typical people
Professionals
Organizations
Brands
Media companies
What is content marketing?
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action”
Types of content
Blog posts
Feature articles
Microblog posts
Press releases
White papers and case studies
Newsletters
Videos
Webinars
Presentations
Podcasts
Photos
More
Figure 7.2 Evaluating content for social publication
Figure 7.2 Evaluating content for social publication
What is authentic?
Editorial
Commercial
Consumer-generated
Organic content
Incentivized content
Consumer-solicited content
Sponsored content
Table 7.1 Marketing objectives for social publishing
Table 7.2 Types of content in marketers’ social publishing strategies
Figure 7.3 A content value ladder
Table 7.3 Types of pillar content
Table 7.4 Top social publishing vehicles for marketers
Promoting social content
Paid activation and seeding
Media optimization
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Table 7.5 Paid promotions activate social content
Media optimization
Search engine optimization (SEO) is the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings; marketers develop and publish content in ways that improve the likelihood that search engines will rank the sites well in response to search queries.
Social media optimization (SMO) is a process that enhances the likelihood for social content to be visible, shareable, and linkable in online communities. If the content is valuable and engaging, people will share it, post it, rank it, tag it, and augment it, resulting in enhanced reach.
Table 7.6 Media optimization matrix
SERP viewing patterns
On-site optimization variables
Keywords
Meta-tags
Title
Title tag
Heading tag
URL
Tools like Google’s Keyword Planner help marketers select effective keywords to use.
Off-site optimization
Links and linkwheels
Affiliate marketing
SEO tactics
White hats
Black hats
Gateway pages and cloaking
Link farms
Gray hats
Keyword stuffing
Link exchanges
Three-way linking
Paid links
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
Figure 7.5 Social media press release
Mini-case study: GoPro
Branded content
Invited UGC
Influencer content from feature photographers
Credit: iStock.com /Wetframes
For reflection
Influencers are required by the FTC to disclose brand endorsements.
Warner Bros Home Entertainment was charged with failing to disclose payment to prominent YouTuber gamers to promote its game, Middle Earth: Shadow of Mordor.
When it comes to influencer-produced and -promoted content endorsing brands, what is deceptive?
Do consumers need protection?
Recap and questions
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 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?
Recap and questions
