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Just What Is Social Media? Danny Sullivan Editor-In-Chief Search Engine Land http://searchengineland.com What Is Social Media? One name for many subcategories… Social News Sites: Digg, Reddit, Yahoo Buzz Social Bookmarking Sites: Delicious, StumbleUpon

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just what is social media

Just What Is Social Media?

Danny SullivanEditor-In-ChiefSearch Engine Landhttp://searchengineland.com

what is social media
What Is Social Media?
  • One name for many subcategories…
  • Social News Sites: Digg, Reddit, Yahoo Buzz
  • Social Bookmarking Sites: Delicious, StumbleUpon
  • Social Networking: Facebook, MySpace, LinkedIn
  • Social Knowledge: Wikipedia, Yahoo Answers
  • Social Sharing: YouTube, Flickr, Twitter, Urban Spoon, Yelp, ….
  • How do they measure up against and interact with search?...
slide3

TRAFFIC

MORE

Google/

Search

BRANDING

LESS

DEMAND (Search Intent)

MORE

social news
Social News
  • Members share RECENT information, typically news
  • Traffic: HIGH
    • The “Digg Effect” crashes servers
  • Demand: MEDIUM
    • More “discovery” than search to fulfill direct need
  • Branding: MEDIUM
    • Top brand names insulated
    • “Brand news” might be exposed more…
slide7

TRAFFIC

MORE

Google/

Search

News

BRANDING

LESS

DEMAND (Search Intent)

MORE

social bookmarking
Social Bookmarking
  • Members share ANY info, not just new
  • Traffic: HIGH
  • Demand: LOW
    • Discovery without recency
  • Branding: LOW
    • Not showingfor much but in future…
slide9

TRAFFIC

MORE

Google/

Search

Bookmark

News

BRANDING

LESS

DEMAND (Search Intent)

MORE

social networking
Social Networking
  • Members connect with each other, maybe share
  • Traffic: LOW
    • Not many stories of Facebook or MySpace traffic crashing servers
  • Demand: LOW
    • Slight discovery of what friends are sharing
  • Branding: LOW
    • Potentially individual profiles might expose(as might individual activities!)
social networking12
Social Networking
  • Members connect with each other, maybe share
  • Traffic: LOW
    • Not many stories of Facebook or MySpace traffic crashing servers
  • Demand: LOW
    • Slight discovery of what friends are sharing
  • Branding: LOW
    • Potentially individual profiles might expose(as might individual activities!)
slide13

TRAFFIC

MORE

Network

Google/

Search

Bookmark

News

BRANDING

LESS

DEMAND (Search Intent)

MORE

social knowledge
Social Knowledge
  • Members share answers and information with each other or collectively
  • Traffic: MEDIUM
    • Reports that can be noticeable amount of visits
  • Demand: HIGH
    • People are actively seeking a solution to something
  • Branding: HIGH
    • Wikipedia required by law to top Google’s and other results, otherwise MEDIUM
slide15

TRAFFIC

MORE

Network

Google/

Search

Knowledge

Bookmark

News

BRANDING

LESS

DEMAND (Search Intent)

MORE

social sharing
Social Sharing
  • Members share videos, images, reviews or even what they’re doing (Twitter)
  • Traffic: MEDIUM
    • Reports that can be noticeable amount of visits
  • Demand: HIGH
    • People are often actively seeking something (a picture, a video, etc.)
  • Branding: HIGH
    • Sites rank well…
slide18

TRAFFIC

MORE

Network

Google/

Search

Sharing

Bookmark

News

Knowledge

BRANDING

LESS

DEMAND (Search Intent)

MORE

slide19

Search Engine Landhttp://searchengineland.com

    • Stories and news about search
  • SearchCaphttp://searchengineland.com/searchcap.php
    • Daily email recap of search news
  • SearchCasthttp://dailysearchcast.com
    • Podcast recap of week’s search news
  • Sphinnhttp://sphinn.com
    • Social site for search marketers: sharenews stories, talk in forums
  • Search Marketing Expohttp://searchmarketingexpo.com
    • Our conferences focused on search marketing issues.
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