Thursday, April 24, 2008

Everyone is realizing the amazing influence social media websites can have on an Internet marketing campaign, but social media can’t work miracles. In fact, the scene is not so different than it was a few years ago. Content is still the most important part of any online campaign. It is like the old saying from The Field of Dreams, “if you build it, they will come,” which is so completely true. If you provide rich, interesting, and even entertaining content, people will find you (assuming your content is actually published). Yes, there are some submissions and tricks here and there that should be considered, but at the end of the day, no trick can make up for the lack of anything worth looking at, reading, or watching.

We have had so many clients and potentials trying to get to the top of Google or increase their search traffic for highly competitive keyphrases, but they simply have no content worth viewing. Every website developer should ask questions like, “Why would anyone come to this website?” or “Why would a search engine consider my website to be an authority?” I suppose it all goes back to everyone wanting something for nothing. People want to be ranked number one, but no one wants to put in the time, money, or effort to make their website into a real authority on the subject.

That said, the users of social media networks are gaining an incredible amount of power over the visibility of that content, which is exactly what makes social media so great. Instead of some executive from a major network dictating what content is best, a group of actual viewers are rating and voting to bring the best content to the top. This means that any Tom, Dick, or Harry can be heard on a global platform! (which must be quite scary for some of the “powers that be”) As it stands for now, anyone can make their name as long as they have something valuable to give.

The level of content resulting from this kind of promotion has been widely debated amongst Internet marketing strategists as well as individual social media participants. I believe this is indicative of the different uses of the Internet. Some visitors like to spend time learning and gaining knowledge, while others are just looking for a laugh, and everything in between. Obviously, for those looking for credible information, the content promoted by those looking for a laugh or some simple entertainment will not satisfy their search. What I have come to realize about social media is that it is a bit like a real person. Social media communities have their moods and look for different things at different times. Just like a friend, you cannot always predict their feelings or attitudes, but you can learn to appreciate different modes and parts of their personality.

Social media has become a truly fascinating form of content circulation, and in these constantly fluctuating environments, it is important for web developers and bloggers to consider which content gets the right kind of attention from their target audiences. By producing this type of content, social media sites can have a great impact on your website visibility. Perhaps I am an idealist, but I still truly believe that content really is king, especially in a realm where the viewers decide.


About the Author: Peter Hamilton is the Project Manager in charge of the Seattle office of ArteWorks SEO. His interest and experience in Internet marketing is largely focused on the social media and multi-media facets of exposure. To learn more about this search engine optimization company, visit www.arteworks.biz.