The role of social media in the advancement of a business has been under scrutiny for some time now. The main reason why that happened was that it wasn’t very clear how your social media presence can possibly contribute to your core presence online, your website or webstore.
In 2011, it was revealed that Google and Bing have both been sourcing social media data to help with their ranking algorithms. A direct derivative of this is that now on, the effort that goes into your social media campaigning is all the more important than ever before. The content, the timing, the audience-specific advertising, targeted campaigns … everything counts in an important way.
So what can you do to ensure that the effect of your social campaigning on your ranking is the best possible? In terms of how to build your strategy with your Facebook and Twitter presences, here are some suggestions:
- The number of times your content is shared will have a major influence on your rank. Content that is highly engaging is indispensable. Make sure your content is worth sharing. Even position and create it so that it encourages sharing.
- The comments and the posts you have on your page will also have a decisive effect on your ranking. Once again, quality content is a top priority. This should be content that leaves something to your visitors’ imagination, something that they want to comment about.
- The number of likes has some influence too, though that’s not quite as important as the previous two. Although your engagement strategy will always be more important, the number of ‘likes’ you get will have an influence. Just to keep it short, the more likes you have the better it will be for your engagement and, by extension, your ranking.
- Quality tweets that tempt Twitter users to respond or re-tweet it. The numbers of both will count in the determination of your ranking.
- Following authorities in your specific business vertical is good for your business in more ways than I can currently list. At the same time, there must be a healthy ratio between the number of people you follow and the number that follow you. Ideally, the latter should be a little more than the former, but it all depends on the stance you need to take. At any rate, there cannot be a gaping abyss between the two.
- Take care to engage your audience. Twitter has proven extremely effective as a communication tool, and you don’t want to give the impression that you have no inkling of how to make use of it. Twitter is supposed to be a place for two-way exchange of words, unlike the habit of teenagers and other immature folk.
Just following up on these tips will ensure positive results.