, Associate Director-social media, Tamar
Brand Building Through Search Guide
Recent announcements from Twitter on its decision to base its new sponsored-tweet model on results returned through search highlight the growing relationship between search and social media. At the same time, Google and Facebook have made big changes recently that blur the line between ‘search’ and ‘social’. These changes- real-time search results in Google SERPs, Google Labs ‘social graph’ experiment, expansion of the ‘universal’ results being returned to users and so on – are focused on giving people more relevant results.
This has always been Google’s defining vision but Twitter and other services are fast becoming searchers’ first port of call when looking for emotional or opinion-based answers to their queries.
Keep updated on changes to well publicised sites like Twitter and Google, you also have to keep one eye on smaller, up-and-coming sites like Topsy and Collecta. Real-time dedicated search engines that crawl the social space for live opinion and news on any topic you could think of.
Here are our top-tips on how to keep yourself ahead of your competitors when it comes to social search:
• Find and utilise a social monitoring platform/tool that suits your needs and use it regularly. One-off reports and 500-page dossiers aren’t going to help you in the fast-paced new world we live in.
• As well as using sites like Twitter for your business, use them personally to keep your eye on industry news. Following tweeters like Mashable, AlleyInsider and, of course, the IAB will ensure you always know the new sites and services before the mainstream do.
• Apply SEO techniques and strategy to your social objects as you would do with your classic site. Keywords in titles, optimised tags and site-specific meta data will help your content get found in all the search engines, no matter how they decide rankings.
• Be everywhere. You have to make sure that when people are doing searches that are relevant to you, your brand is dominating as much of that search real estate as possible – whatever engine they choose to use.
The Internet Advertising Bureau (IAB) –has partnered with search and social conversion agency Tamar to educate marketers about the importance of using search to build brands, with a step-by-step guide to putting the discipline at the heart of online strategies.
The full guide is available for download from the IAB site here or to request a copy please contact .
For more information on how you can contribute/sponsor one of the upcoming handbooks in the brand building series (Brand Building Through Integration, Brand Building Through Creativity and Brand Building Through Relationships) contact
