SEO

COLOMBIA

SOCIAL MEDIA
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 WHAT IS THE REAL IMPA
Information and communication te-
chnology has changed rapidly over the
past 20 years with a key development
being the emergence of social media.
The pace of change is accelera-
ting. For example, the development
of mobile technology has played
an important role in shaping the
impact of social media. Across the
globe, mobile devices dominate in
terms of total minutes spent online.
This puts the means to connect an-
ywhere, at any time on any device
in everyone’s hands.
A fascinating study by New York
Times Consumer Insight Group revea-
led the motivations that participants
cited for sharing information on so-
cial media. These include a desire to
reveal valuable and entertaining con-
tent to others; to define themselves;
to grow and nourish relationships
and to get the word out about brands
and causes they like or support.
These factors have caused social
networks to evolve from being a handy
means for keeping in touch with friends
and family to being used in ways that
have a real impact on society.
Social media is being used in
ways that shape politics, business,
world culture, education, careers,
innovation, and more.
Camilo
Muriel
Here are seven ways the impact
of social media is felt by individuals
and social groups.
It’s been said that information is
power. Without a means of distribu-
ting information, people cannot har-
ness the power. One positive impact
of social media is in the distribution
of information in today’s world.
Platforms such as Facebook, Linke-
dIn, Twitter and others have made it
possible to access information at the
click of a button.
Research conducted by parse.ly
shows that the life expectancy of a
story posted on the web is 2.6 days,
compared to 3.2 days when a story
is shared on social media. That’s a
difference of 23%, which is significant
when you consider that billions of
people use the internet daily.
This means that the longer the
information is in circulation, the
more discussion it generates and the
greater the impact of social media.
While the world would be a much
slower place without social media,
it’s caused harm as well as good.
However, the positive impact of social
media is astronomical and far surpas-
ses the ills associated with sharing.
At the end of the day, sharing is
about getting people to see and
respond to content. As long as the
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content is still relevant and the need
for information still exists, it’s always
worthwhile for any organization using
social media to keep publishing.
In comparison to other media, so-
cial media’s influence in political cam-
paigns has increased tremendously.
Social networks play an increasingly
important role in electoral politics
— first in the ultimately unsuccessful
candidacy of Howard Dean in 2003,
and then in the election of the first
African-American president in 2008.
The New York Times reports that
“The election of Donald J. Trump is
perhaps the starkest illustration yet
that across the planet, social networ-
ks are helping to fundamentally rewi-
re human society.” Because social
media allows people to communicate
with one another more freely, they
are helping to create surprisingly in-
fluential social organizations among
once-marginalized groups.
Almost a quarter of the world’s
population is now on Facebook. In
the USA nearly 80% of all internet
users are on this platform. Because
social networks feed off interac-
tions among people, they become
more powerful as they grow.
Thanks to the internet, each per-
son with marginal views can see that
he’s not alone. And when these peo-
PACT OF SOCIAL MEDIA?
ple find one another via social media,
they can do things — create memes,
publications and entire online worlds
that bolster their worldview, and
then break into the mainstream.
Without social media, social, ethi-
cal, environmental and political ills
would have minimal visibility. Increa-
sed visibility of issues has shifted the
balance of power from the hands of a
few to the masses.
The flipside: Social media is
slowly killing real activism and
replacing it with ‘slacktivism’
While social media activism
brings an increased awareness
about societal issues, questions re-
main as to whether this awareness
is translating into real change.
Some argue that social sharing has
encouraged people to use computers
and mobile phones to express their
concerns on social issues without ac-
tually having to engage actively with
campaigns in real life. Their support
is limited to pressing the ‘Like’ button
or sharing content.
This is a very human reaction when
people are given options that absol-
ve them from responsibility to act. A
2013 study by the University of British
Columbia’s Sauder School of Business
found that when people are presented
with the option of ‘liking’ a social cau-
se, they use this to opt out of actually the workplace removes boundaries,
committing time and money to a eliminates silos, and can raise inte-
charitable cause. On the other hand, raction and help create more highly
when people are allowed to show skilled and knowledgeable workers.
support in private, they are more likely
to show meaningful support in terms
of making a financial contribution.
The researchers found that a public
endorsement is an action meant to
satisfy others’ opinions, whereas peo-
ple who give in private do so because
the cause is aligned to their values.
The rise of social media means
it’s unusual to find an organization
that does not reach its customers
and prospects through one social
media platform or another. Com-
panies see the importance of using
social media to connect with custo-
mers and build revenue.
Businesses have realized they can
use social media to generate insi-
ghts, stimulate demand, and create
targeted product offerings. This is
important in traditional brick-and-
motor businesses, and, obviously,
in the world of e-commerce. Many
studies suggest implementing social
networks within the workplace can
strengthen knowledge sharing. The
result is to improve project manage-
ment activities and enable the spread
of specialized knowledge. Fully
implementing social technologies in
Zach KIng
3
 HOW TO OPTIMIZE YOUR
FACEBOOK MARKETING
How Important is Facebook Mar- The total Facebook count (num- Therefore, this suggests that
keting for SEO? ber of shares, comments, and likes) Facebook marketing can have a huge
There is a huge misunderstanding showed the most significant impact.  impact on your ranking. 
when it comes to Facebook and its That was followed by Google+ Another important factor to look at
effect on search ranking.  shares, Facebook share count, Face- is keyword usage. 
Some say Facebook shares and book like count, and then Facebook
performance make no difference to comment count.
SEO, but others beg to differ.  All of this data may seem a bit
For their most recent report too technical... But to put it simply,
on Search Engine Ranking Fac- the number of shares, likes, and
tors, Moz surveyed more than 150 repu- comments you get on Facebook can
table search marketers and asked their INDIRECTLY impact your ranking. 
opinions on the top ranking factors. Let’s take a look at how this could
The survey found that social signals happen with Facebook shares:
were considered to be one of the top Step 1:  People share your con-
10 factors affecting search ranking. tent (building links)
Social media does not have a Step 2: Their friends notice the
DIRECT impact on Google’s search content (boosting visibility)
algorithm. There are, however, a lot Step 3: Those friends click on
of correlations between social signals the link (translating to higher
and search ranking.  click-through rates)
For instance, if a lot of people Step 4: They visit your website (this
share your content on Facebook, it means higher traffic)
means your content will be exposed Step 5: They engage with your
to a much larger audience.  content (lower bounce rate)
More exposure means more people In the above example, you can see
will be clicking on those links. A hi- how social sharing helps you build
gher click-through rate translates into links and boost visibility. 
increased traffic, which is an impor- This impacts click-through
tant ranking factor. rates, website traffic, and bounce
The Moz report also included a list rates.  All of these are important
of social signals that had a positi- search ranking factors. 
ve correlation with search ranking. 

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Camilo
Muriel
 There is proof that optimizing ...And more relevant users are
your website content and meta data more likely to click on, and engage
with relevant keywords can impro- with your content.
ve your ranking.  The content is relevant to them
But what, if any, impact because they were specifically sear-
does using keywords on social media ching for it using relevant keywords. A few of the keyword placements
have on your search ranking? Since the content is relevant to aren't optimal...
Again, there may be no DIRECT them, they are likely to take some But it’s still clear that a
impact of keyword-optimized social time to read it. keyword-optimized Facebook page is
media content.  This also means they will spend important for high visibility.
When you search for a certain more time on your website, helping You may be wondering how this
keyword on Google, you may not get to decrease your bounce rate. affects SEO. 
results from social media, unless you Using Keywords to Optimize Fa- In truth, there is no DIRECT con-
enter the name of the social network.  cebook Accounts nection between the two but there
For instance, if I search for, “orga- The same goes for keyword-opti- is a correlation. 
nic and wildcrafted herbs,” I get re- mized Facebook pages.  The goal is to attract relevant users
sults of websites selling these herbs.  When you create an official page who will interact with your content,
However, optimizing your social for your business, you have the op- click on your links, visit your site, and
media content with keywords CAN tion to add a description.  even share your content.
improve its visibility within each Using relevant keywords in your When you optimize your Facebook
social network.  description is essential if you want a account with relevant keywords, you
In other words, it will be easier relevant audience to find you.  improve your visibility. You also and
for social media users to discover The more effectively your Face- make it easier for potential followers
your content.  book page is optimized, the more to find you using those keywords. 
Let's say someone searches Fa- visible it will be.
cebook for “organic and wildcrafted Let’s try searching for “digital
herbs.” The search results they will marketing” on Facebook. The top
get will include links and public posts accounts have the keyword in their
on Facebook that use that keyword. page name as well, which also
 An increase in the visibility of increases visibility.
your social media content may not If we take a closer look at the
DIRECTLY impact your search ranking. “About” section of the top-ranking
It will, however help you attract account, we can see that the keyword
more relevant users... “digital marketing” appears 7 times. 

Facebook
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 SEO
COLOMBIA

Camilo6Muriel
Camilo 1728105
Muriel