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Being Findable Online

Auburn UniversityApril 17, 2009

What’s Happening Now

http://www.youtube.com/watch?v=3YhWNiRRblY

Your Digital Footprint

Offline Online

What can you do?

ListenListen

Engage & ContributeEngage & Contribute

OptimizeOptimize

ListenListen

Listening = your foundation.

Helps you identify:

•Opportunities / Risks

•Existing Conversation / Blank Slate

•Critics / Allies / Potential Allies

ListenListen

blogsearch.google.com search.twitter.com

ListenListen

www.google.com/reader

ListenListen

www.bloglines.com

ListenListen

ListenListen Engage & ContributeEngage & Contribute


The blogosphere: harnessing the power of citizen journalists

•An easy “next step” after listening

•You have two basic options:

• Engage

• Contribute


Option 1: Blogger Engagement

•Be transparent

•Personalize the message

•Be conversational and avoid jargon

•Know that with bloggers, you’re always “on the record”

•Recognize that many bloggers have day jobs

•Don’t add bloggers to your media list

•Email first, post comment second


Option 2: Start Your Own Blog

•“Everyone else is doing it” is not a good reason

•Add value to the conversation

•Be mindful of your comment policy: post it and stick to it

•Post often, but not too often

•Be thoughtful in how you title and tag your posts


Twitter: changing the world in 140 characters or less

•So what is Twitter?

•Started as simple “What are you doing” updates

•Evolved into a platform for activism and customer service

http://www.youtube.com/watch?v=ddO9idmax0o



Be aware of best practices

•Be transparent

•Tweet often, but not too often

•Two-way communication is key

•Try out Twitter on your own first


Go where people are already looking

•Be strategic in how you title and describe items

•Use tags abundantly and smartly

•Make sure the content you’re posting is appropriate and ideal for the platform


Facebook: gather your fans

•New design for business pages is more similar to individual profiles

•Opportunity to be more directly integrated into your audience’s day-to-day experience on Facebook

•Channel to further distribute all your great content from the other platforms

ListenListen Engage & ContributeEngage & Contribute OptimizeOptimize

You’re already more than half-way there!

•Google likes …

• Frequently updated content

• Incoming links

• Titles, descriptions, tags and all those things that make content findable


SEO = Search Engine Optimization

• Achieved by “organic” means

SEM = Search Engine Marketing

• Achieved by paying $





ListenListen

Engage & ContributeEngage & Contribute

OptimizeOptimize

Being Findable OnlineBeing Findable Online

Erin Caldwell

[email protected]

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