Larry BraunerWhile building my online presence and working on small client projects over a three year period, I devised, tested and evaluated a wide variety of web-based marketing, branding and communication strategies and techniques, and discussed them on Online Social Networking.

In November 2010, I seized an opportunity that arose to join a major luxury goods company and test my strategies and techniques in a competitive real-world environment. The results were outstanding. Not only was enormous buzz created, the business was able to dramatically increase its authority and credibility within the trade and with the media.

I credit just five very simple ideas with our success:

  1. Building a core group of websites around which the company’s entire web presence was built.
  2. Fully aligning web content with the company’s mission and message.
  3. Creating a great quantity of top quality, expertly edited and search engine optimized content.
  4. Using plenty of images and videos to enhance our written content.
  5. Leveraging numerous online and offline sources, such as SEO, social networking sites, social bookmarking sites, email, print ads and word-of-mouth, to generate a flood of targeted traffic to the company’s web content.

Of course the details of implementation were far from trivial. They needed to be worked out along the way, and yours will too.

I shall elaborate on these five web strategies in future articles.

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Larry BraunerThis is a quick heads up about a content sharing error that’s easy to avoid.

When you share content on Facebook, LinkedIn or Digg, the site looks for thumbnail pictures it can show with your link and suggests one to you.

I’ve noticed people accepting whatever thumbnail Facebook, LinkedIn or Digg suggests. This isn’t a good practice, because that thumbnail may be irrelevant or even worse, an ad picked up from the linked page.

It’s important to show a thumbnail picture that’s relevant and if possible, one that can pique people’s interest. Therefore, you should go through all thumbnail choices to find the best one. If none are suitable, choose not to display a thumbnail at all. Having no thumbnail picture is much better than having an unsuitable one.

FacebookOn Facebook, you should also write a sentence or short paragraph to introduce the content and consider tagging the author if you follow that person or it’s a friend.

Packaging content and retweets is also a good practice on Twitter, even though Twitter doesn’t use thumbnails in the same way as Facebook, LinkedIn and Digg.

How you package content can be just as important as the content itself.

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Larry BraunerI’ve bookmarked and skimmed a dozen or more articles that project the path of social media in 2010. Collectively these articles represent many days of researching and writing.

Search Social Media 2010 on Google, and you’ll be able to compile your own social media 2010 reading list. If the information in all the articles isn’t sufficiently comprehensive, a list of 44+ social media books to buy and read can help fill the gaps.

2010Not that I don’t like reading about trends and innovations — I do. However, I learned long ago that the bleeding edge cuts both ways, and there’s merit in waiting until the timing is right.

Blogs and Facebook have been around for years, yet only recently have they emerged as key tools for main- stream businesses.

I suggest that we watch and see how social media and technology play out in 2010, but that we focus on the basics and build our web presences right now using techniques and resources at our fingertips.

Here are my eight social media marketing basics for building a web presence 2010:

  1. Core Marketing and PR Competencies - Analytics, branding, communication, competitive intelligence, design, list building, market segmentation, marketing research, targeting, etc.
  2. High-Quality Relevant Content - Producing and sharing articles, videos, podcasts, pictures, conference calls and talk shows.
  3. Search Engine Optimization - Social media and SEO complement each other. Read Social Media vs. Search Engine Optimization and Website vs. Web Presence.
  4. Blogging - Also in Website vs. Web Presence, Darren Rouse, author of 31 Days to Build a Better Blog, shares in a video his blog-centric approach to social media marketing, an approach to which I subscribe.
  5. Social Networking Sites - Nearly any social media site can present opportunities to network. By social networking sites, I mean sites that exist primarily for networking rather than content sharing.The principal social networking sites for business are LinkedIn, Facebook and Twitter. You can also throw into the mix Ning and other niche social networking sites.
  6. Content Sharing Sites - Two of the most popular content sharing sites are YouTube and Flickr, but there are many more.
  7. Social Bookmarking Sites - There are hundreds of business and social bookmarking sites. Two of my favorite sites are Business Exchange and StumbleUpon.
  8. Blog and Web Site Networks - There are many blog and website networks. My favorites include Entrecard, NetworkedBlogsTechnorati, MyBlogLog, BlogCatalog and Google Friend Connect.

With these social media basics, you can build a huge web presence in 2010. It’s not possession of the latest technology or an inside scoop on a new FB app that’ll enable you to soar in 2010. Your success will depend largely upon your own creativity, skills, efficiency and inner motivation.

I hope you have already mastered the all-important skills of subscribing to blogs and commenting on blog posts.  ;-)

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Larry Brauner

Seth Godin’s Web 2.0 Traffic Watch List

My interest in social media has evolved substantially over the past year.

My love for social networking sites is not something new, but my appreciation for blogging and social bookmarking sites certainly are.

As I mentioned in my recent post, Social Networking Site Catalog, “I launched this blog to share my passion for online social networking and my experiences at social networking sites. I never intended to assemble a catalog. There are already too many good ones out there.”

One of the world’s top marketers and author of marketing books, Seth Godin, provides a catalog of 952 top social media sites, Seth Godin’s Web 2.0 Traffic Watch List. It can help you know what’s hot and what’s not.

Here are the top ten from Seth’s list as I write this:

  1. youtube.com
  2. myspace.com
  3. orkut.com
  4. en.wikipedia.org
  5. ebay.com
  6. facebook.com
  7. fotolog.com
  8. flickr.com
  9. friendster.com
  10. photobucket.com

Put content in the right places, and you will attract other users and search engines like a magnet. If you’re into marketing, that’s exactly what you want.

How do you use social media?

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