Using Social Trends to Build Brand Awareness
Bruce Rymshaw, July 31, 2012
Each year, more businesses are adopting social media marketing strategies to enhance their traditional, offline marketing efforts. The overall reach of social networks is impressive, with the combined user base of Facebook, Twitter and Google+ accounting for about 1/7 of the world's entire population. However, the vast scope of social media has left some business owners concerned about being "lost in the shuffle" and struggling to attain discernable visibility.
One important element to gaining recognition and visibility in the social space and within the SERPs is relevance. The term "relevance" goes beyond merely generating on-page content and keywords that are in line with a page's general theme or context. Researching trends in social media and discovering ways to relate those trends to a brand's offerings is one of the most effective ways to maximize the value of social media marketing and enhance brand awareness online.
Last week, fellow WebiMax.com Blog contributor and VP of Marketing & Digital Strategy, Todd Bailey, appeared on FOX News to discuss the hot topic of Penn State and how the university can repair its online reputation. Additionally, he wrote a follow-up blog post and hosted a video News Update further detailing the situation and possible long-term reputation management solutions for PSU. By relating a trending news topic to one of his areas of expertise, Todd was able to gain considerable visibility for his knowledge of reputation management and its application to a widely known issue.
Creating pertinent content not only positively affects organic search rankings and social engagement, but it is a crucial component of building brand awareness and establishing brand personality. With the roles of P.R., rich content and social media becoming substantially larger in online marketing initiatives, businesses should expect to see significantly increased value in generating high-quality, original content from trending topics.