- SEO is changing. It’s not all about keywords for search engines any more.
- People search for knowledge. They’re not always looking to buy or give.
- They search for answers to problems. Check out this blog post about the hospitality industry in New Orleans, and what they did to reassure customers it was safe to come back to the city after Hurricane Isaac. Why not optimize your knowledge base with similar insights into what’s happening in the news? Or FAQ content? Or “how to” lists?
- They search to be “in the know.” It makes them look good to their own social networks. This is good for you, because it gets folks to share your content with many more folks than you could otherwise reach. Why not feed them enticing bits of “behind-the-scenes” information. Or great infographics or videos? Or photos/live tweets of what’s happening in the field?
- You’ve already got most of what people want. Look at your existing content.
- Optimize channels based on your best customers. Resources are limited, so don’t try to be all things to all people in all social channels.
- When you give people what they want they return the favor. Pay attention to where this is happening for you.
§ Why would anyone care about this?
§ Is there anything about this someone might want to share?
§ Would this make people want to come back to us and stay connected?
§ Is there something here that would make constituents invest time/express loyalty?
§ Is this content making us appear like experts in our field?
§ Do we have a plan to deliver content consistently?
Remember, being online is not about the act of being online. It’s about sharing relevant content and engaging in meaningful dialogue that’s mutually beneficial. If what you’re doing is not of value to both you and your audience, then do something else. Media guru Brian Solis, who also authored The End of Business as Usual, notes that an online engagement plan that is one-sided ignores the value of listening:
We’re all in this together. Walk on through the wind, walk on through the rain… and you’ll never walk alone. Just be sure to bring your umbrella.