Many of us are turning to social media to not only give us news on our friends, but news of the day.
The birth of a royal baby to Kate and William took Twitter and Facebook by storm… and the British monarchy right into the Internet age. Companies can do the same by tapping into what people are already excited about.
Social media is quickly becoming ubiquitous in our lives — not only giving us news on our friends, but news of the day. We found out all about the recent birth of the newest heir to the British throne on social.
We’re also using social media to connect with current and potential customers. It’s no longer a question of should companies use it… but how. How does a business reach who it wants to reach, stay relevant, listen to what they’re saying, and help them influence others? Read More »
This post is included as part of a series related to social media training efforts underway at Cisco. I sat down with Mark Traphagen and Phil Buckley of Virante to ask a few specific questions around social media and how social media interacts with search engine marketing and optimization. This is the first of two parts for this interview.
What impact does Social Media have on Search Engines?
The first search engines were little more than human-fed directories. As the web took off, trying to human index it became unworkable, for obvious reasons. By far the most obvious and dramatic effect is seen in the growing personalization of search results. Since at least 2007, Google results have been influenced more and more by the searcher’s location, past search history, and how she interacts with web sites, among other factors. With Google’s introduction of Search Plus Your World in early 2011, social network influence came front and center.
Now by default if a searcher is logged in to Google while searching, her results are heavily influenced by Google contacts, including Gmail contacts and people circled on Google+. Bing has begun a similar effort incorporating a user’s Facebook friends. Larry Page and Sergey Brin, the founders of Google, revolutionized web search with their invention of the PageRank algorithm, which counts links between sites as “votes” and weighs those votes by relative authority. When the social web emerged, Google and other search engines realized that social interactions online could provide a new source of signals, a way to diversify the signal set and augment or confirm the signals being sent by links. Since then, they have been slowly increasing the amount of effect that social signals have on search results.
I joined the Cisco Global Social Media Team in February of this year (2012). It has been one wild ride on this team with LaSandra Brill as my manager. The learning curve has been steep and the team dynamics great. When I joined the team, my responsibilities included managing the community strategy (Cisco Communities), the Facebook corporate strategy, the Twitter corporate strategy, the Cisco mobile events app, and social integration on Cisco.com (which includes social login). I also helped lead the social execution of our #WorkTogether campaign in September. My responsibilities changed slightly during a recent reorganization; now I focus on our blog and community strategy, social CRM, governance and policy, and social integrations on cisco.com.
Two principles have guided my team:
Research – Understand what Cisco enthusiasts, customers, partners, and prospects want to see on our social channels through objective research.
Delivering Value – Deliver quick wins while at the same time working on the larger initiatives.
More and more companies are starting to integrate innovative social strategies to enhance their efforts of connecting with the outside world. As is the case with all large-scale corporate changes, advancing a company’s social business and ensuring long-term success calls for upper management support.
We sat down with Michael Brito (@britopian) from Edelman, Sheila Jordan (@CiscoSheila) from Cisco, and Jeremiah Owyang (@jowyang) from Altimeter Group to find out what they thought about getting Executives involved with employees’ social pursuits. Hear what they had to say in this short 2-minute video:
How can I learn more about getting Executive support for social media? Read More »