Incorporating social media into your marketing and resident retention efforts is good practice for all student communities.
Search Engine Optimization SEO- Blog posts tagged in Search Engine Optimization SEO
Alright. Confession time: How many of you haven’t touched your Google+ profile since 2011? Go in Peace. You are forgiven. *Unless* that is, you have neglected your Google+ Business Page. The opportunities awaiting you in Google+ are far too great to be forsaken.
And I'm not talking the married kind of engagement. (although that can be pretty pricey too)
I'm talking the price of engagement in regards to social media. I was not a bandwagon social media user. I wanted to understand how to engage and converse with our residents and potential residents before I jumped on the social media train. I also wanted to understand how to measure engagement and then translate that to value for our clients.
For me, the issue with social media is not the time it takes to post, blog or tweet, the issue is engagement. Are you maximizing on opportunities of engagement? Are you talking at your residents and prospects are talking with them? Having thousands of fans or followers are great but what are you doing with them?
What gives you the best engagement bang for you buck? I have included my top three.
DON'T BE A NEWS FEED HOG
Posting and tweeting are a marathon, not a race. If you clog up their news feed, they are sure to unfollow or unsubscribe. Studies show a post every 3-4 hours is the sweet spot.
Are you looking at your insights page? Your insights page has a wealth of information and demographics. Use that to your advantage when posting.
Look at your most successful post (in terms of likes, comments, impressions, re-tweets, etc) and figure out your feedback score. For the posts with the highest feedback percentage, do you see a pattern of posts people engage with most... sports, fashion, decorating ideas?
I benchmark everything. As a Director of Marketing, making sure my marketing team's time is well spent requires just that, benchmarking everything. Have we figured out the secret formula to social media, engagement and ROI.. not yet but I'm working on it. :-)
Sparkle Hammond, M.Ed. First Communities | Director of Marketing
www.century-apartments.com | www.facebook.com/centuryapartmenthomes
Last week Google announced on their blog that they would be transforming their search experience into something rich with people and personal content. Google claims search is limited to public webpages that are created by people you’ve never met. At the heart of this new ‘search,’ Google is looking to bring your social world closer to you than ever before:
“Search is pretty amazing at finding that one needle in a haystack of billions of webpages, images, videos, news and much more. But clearly, that isn’t enough. You should also be able to find your own stuff on the web, the people you know and things they’ve shared with you, as well as the people you don’t know but might want to… all from one search box.” – Amit Singhal, Google Fellow
Google will be bringing this content directly to your browser by personalizing your search results page in three very specific ways:
- Personal Results: Find information meant only for your eyes, such as Google+ photos and posts – both your own and those shared specifically with you – on your results page.
- Profiles in Search: Immediately find people you’re close to or might be interested in following in both autocomplete in the search bar and the results.
- People and Pages: Find peoples’ profiles and Google+ pages related to a specific topic or area of interest and follow them with just a few clicks.
What is Google telling me?
Google will continue to show all of the natural results and ads you would normally see on a results page, but now you will also see websites that your social circles have shared as well. Just like Google did when they rolled out Universal Search, they are now pushing content from Google+ into the search results along with Google News, Images, Maps and Video. You will no longer need to leave Google search to find information your friends or family have shared.
What kind of impact will this have?
It is no secret the tiny component tying this new search experience together is Google+. If you ever questioned whether a Google+ account was needed, you may find it more vital than ever, especially if you are a search marketer. Think of this new search environment as search results sprinkled with Google+ suggestions. This format of search is not new, but rather an update to the current Universal Search in which all Google products are being represented on one page.
As with any Google update to search (remember the Instant Search craze?), this new approach has caused quite a stir in the search marketing community as Google critics and enthusiasts alike are alarmed with the direction Google is taking. Danny Sullivan, one of the most respected people in SEO, has written several great articles on this subject. You can read about his concerns with this new search format on his post Search Engines Should Be Like Santa From Miracle On 34th Street.
What Can I do?
For starters, create or update your Google+ profile. You should also spend some time to build a strategy around the messaging you want to deliver via Google+. The idea is to be engaging, so people can share your content, which gives it the most reach. In a world where search is now personalized by what friends +1 or re-share to their circles, engagement levels should become a top priority.
I’d love to hear your take on this updated search. Do you like this new direction Google is taking? Feel free to leave a comment or take the conversation to Twitter (@AmadoCan).
Note: This was originally posted on the Apartments.com Blog - http://www.apartments.com/blog/uncategorized/googles-latest-search-plus-your-world/