Scott (2015) defined SEM very clearly, "Search engine marketing means using search engines to reach your buyers directly" (p. 396). This fits very well with what he also said as a summary of his entire book, "This entire book is about search engine marketing" (p. 396). In order to be successful with your SEM, you must also focus on SEO. This is essentially using the right words and phrases to achieve your SEM goal (Scott, 2015). Scott's point is very well taken. And a great way to view just how incorporated SEO is with either personal or professional SEM goals, is this image:
We were also asked this week to review Google's Search Optimization Starter Guide. One would think the guide was a way for Google to promote itself. However, at the very beginning of the guide, it stated "Even though this guide's title contains the words 'search engine,' we'd like to say that you should base your optimization decisions first and foremost on what's best for the visitors of your site" (Google, p. 2). It seems that Google is also attuned to the "New Rules" that we have been reading about throughout the last several weeks.
That brings me to this week's discussion questions.
1) Discuss one new lesson, tip or marketing & PR rule presented throughout our class that you will definitely implement into your personal or professional social media activity.
Just one? I think the information Scott (2015) presented on social media as marketing, especially related to Twitter, are ones I can implement now at a personal level and work toward a professional level. I am a regular reader and occasional ranter on Twitter. Using the "quote retweet" feature would allow for more than just a random repeated message and instead sharing a personal connection to what I am sharing with my followers. On a professional level, I am hoping to start a Twitter account for our service availability at Marist. Using everything I have learned over the past seven weeks I hope to present a clear plan for its use, not just in emergency situations but daily use to present information about Marist Information Technology and our services.
2) Discuss one new lesson, tip or marketing & PR rule presented throughout our class that you disagree with or think would be too challenging to adopt.
At least from a personal perspective, one of the tips Scott (2015) suggests for social media profiles is to use a photo of yourself and not something that is not your face. This one, at least at a personal level, is difficult. As we discussed last week, security is a huge issue when it comes to social media. Users do not want their personal information out for anyone to see, and this includes pictures of what someone looks like. While I do have a picture of myself on my LinkedIn profile, I tend to not use pictures of myself on Facebook, Twitter, and Instagram.
 |
| LinkedIn Profile |
 | |
| Facebook Profile |
 | |
| Twitter Profile |
I can see the professional aspects of using my picture, but at a personal level I would prefer to show sunsets, rainbows, and my dog. If I start using some of my personal social media accounts on a more professional level, I will have to get over that fear and objection.
On a final note, Group 2, it has been a pleasure discussing the various aspects of social media with you! I wish you luck as you put together the Digital Paper and as we prepare for the next class!
Google. (n.d.). Search Engine Optimization Starter Guide Retrieved 29, February 2016 from http://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
Scott, D.M. (2015). The new rules of marketing & PR (5th ed.) Hoboken, New Jersey: John Wiley & Sons.
