In May 2012, the data of an in-depth study conducted regarding the activity of Israelis in the digital space were published. The study was led by Dr. Yuval Dror, head of the department for a bachelor's degree in digital communication at the College of Administration. Among other things, Dr. Dror's research (which was funded by Google Israel), dealt with one of the most fascinating topics in the field – The online activity of Israeli surfers on social networks. This, while emphasizing not only Facebook, but also other networks such as Twitter, LinkedIn, Google Plus and more.
The survey data was unequivocal. The study revealed that approximately 64.4% of Israeli surfers actively participate in social networks. This is about 2.65 million surfers who are not just watching from the side but taking an interactive part in the activity on social networks. Furthermore, the research data indicated that about three out of ten Israelis who are active participants in social networks do so at least once a week.
The question is therefore asked – How does this data help us in terms of SEO? Well, as we know, internet business activity does not end with setting up a website or opening a company profile on one social network or another. After the initial step of setting up the internet platform, comes the stage of achieving virtual visibility (On Line Visibility). Namely, turning online efforts into results in the field that generate network traffic (Traffic) and conversions (Converting).
What exactly is SMO?
Promotion in social networks, known by its foreign name – Social Media Optimization (SMO), is considered by many to be the light and rhythmic sibling of organic website promotion (SEO – Search Engine Optimization). This is a craft which is based on two main elements. First, social media activity can be a great platform for generating links and traffic to your website. This is based on sharing quality content on the site, relevant promotions, interesting posts, responses to surfers, creating virtual discussions that strengthen the brand, and the like. Second, promotion on social networks can lead directly to building awareness on the web, which will increase traffic to the website directly from the search engines.
Choosing the right social network
When we talk about website promotion in social networks, usually the name of the most famous network comes up – Facebook. Indeed, according to official data of the American social network, recently published in the economic magazine "Calcalist", about 2.4 million Israelis use Facebook on a daily basis. This is actually about 60% of all users of the social network in Israel.
However, SMO in Israel does not end with Facebook. Correct construction of a marketing system in social networks must also refer to other networks. For example, international social networks such as the popular Twitter, LinkedIn (the social network of the business sector) and Google Plus. In addition, it is also important to know the relevant social networks in Israel, such as "The Marker Cafe" from "Haaretz" etc.
The choice of the appropriate social network depends first and foremost on the website that we wish to promote. Similar to organic website promotion, social media promotion also begins with planning a marketing strategy. For example, sometimes it is recommended to invest in several social networks at the same time, and sometimes a focused and relevant investment in one social network is sufficient. The right course of action must be adapted to the business in question.
What are the main goals behind website promotion in social networks?
Website promotion in social networks is a marketing technique that has several main goals behind it. First, social networks allow the business owner to create activities that support his conduct at the level of marketing and sales. For example, on the basis of advertising promotions, discounts for members of the business page, etc. The social network helps to create a bond between the surfers and the brand. Among other things, by differentiating the brand from its competitors and emphasizing its relative advantages.
Moreover, social networks obviously help to purchasethe sympathy of the surfers and they give them an easy and accessible option to contact the company. In addition, they are of course used for a constant dialogue between the parties which is based on responses, answers to questions, relevant links and the like.
ongoing activity and not "we're done"
Similar to any marketing effort, website promotion in social networks is also based on ongoing activity. That is, it is not enough to create a business profile, but it is incumbent on the business owner to manipulate the profile and maximize its success. This is, among other things, on the basis of creating an audience of fans and conducting a constant dialogue with them. For example, by uploading regular updates to the business page in terms of products, promotions, relevant articles, etc. Also, activity in social networks can also be outside of the company's business page. For example, if you run a website that deals in the marketing of natural food supplements, you can generate virtual visibility by participating in discussions about food supplements on popular pages on the social network. This participation can on the one hand expose many surfers to your site, and on the other hand present you as an authority in the field. Another issue is the importance of regular updates. Surfers tend to attribute professionalism and relevance to profiles that are updated frequently. Since in social networks you can constantly see what the last update date is, the current activity is critical to the success of marketing on these platforms.
In conclusion,
Website promotion in social networks is a very complex task which varies from business to business and social network to social network. This is a craft that requires consistency and constant movement. Therefore, many business owners are helped in this matter by professional companies that manage the business profiles on the social network for them. When the task is carried out professionally, promotion in social networks also quickly becomes an important engine behind the promotion of the site in the search engines.