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Just What Is Social Media?

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?

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  1. Just What Is Social Media? Danny SullivanEditor-In-ChiefSearch Engine Landhttp://searchengineland.com

  2. 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?...

  3. TRAFFIC MORE Google/ Search BRANDING LESS DEMAND (Search Intent) MORE

  4. 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…

  5. Social News: Branding

  6. Social News: Branding

  7. TRAFFIC MORE Google/ Search News BRANDING LESS DEMAND (Search Intent) MORE

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

  9. TRAFFIC MORE Google/ Search Bookmark News BRANDING LESS DEMAND (Search Intent) MORE

  10. 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!)

  11. Social Networking: Branding

  12. 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!)

  13. TRAFFIC MORE Network Google/ Search Bookmark News BRANDING LESS DEMAND (Search Intent) MORE

  14. 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

  15. TRAFFIC MORE Network Google/ Search Knowledge Bookmark News BRANDING LESS DEMAND (Search Intent) MORE

  16. 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…

  17. Social Sharing: Branding

  18. TRAFFIC MORE Network Google/ Search Sharing Bookmark News Knowledge BRANDING LESS DEMAND (Search Intent) MORE

  19. 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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