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Using Social Media As A PR Tool For Your Business

Using Social Media As A PR Tool For Your Business

By Mike Sachoff October 22, 2010 | 12 Comments

If  you want to promote your product, brand or business you need to branch out from just using traditional public realtions tools such as press releases.

Coverage of SES Chicago will continue.  Stay with WebProNews for more notes from the event this week.

Keeping Your Brand Relevant
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What do you do when your brand is on the verge of losing relevance? Former Kodak CMO Jeffrey Hayzlett had to take on that challenge.

The Intersection Of Marketing And Real-Time Search

Thanks to Bing and Google, the concept of real-time search is going mainstream, with content created just seconds ago showing up in search results on a regular basis.  A session at SES Chicago titled "Update on Real Time Search: I Want it Now!" tackled how marketers can address this phenomenon.

Coverage of SES Chicago will continue.  Stay with WebProNews for more notes from the event this week.

The Future of Search Looks a Lot Like the Present (on Steroids)
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Another Search Engine Strategies conference, another conversation about the future of search. It’s a regular topic, but one that never loses relevance, as the search landscape continues to change dramatically, even between conferences. Look at all Google has done this year, for example. Not only did we get the left panel navigation, but Instant search. Those are probably the biggest changes to the interface, but there are plenty of other things going on.

Avinash Kaushik Delivers SEM Advice
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Earlier today, SES Chicago 2010 kicked off, and Avinash Kaushik, Market Motive‘s cofounder and Google’s analytics evangelist, got it off to a good start by delivering the keynote.  The main topic was search engine marketing.

Coverage of SES Chicago will continue.  Stay with WebProNews for more notes from the event this week.

What’s Better: PPC or SEO?
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At SES Chicago, there was an interesting session in which a group of search marketing professionals debated the issue of which is better between PPC and SEO. Participants included Dave Naylor, Chirstine Churchill, Michael Gray, and Karen Weber, and Rand Fishkin.

A Black Hat Debate At SES Chicago
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This is the time of year when morality becomes mainstream; just try going a day without hearing references to "naughty," "nice," a scrooge, or a grinch.  It seems appropriate, then, that at SES Chicago, there was a session called "Black Hat, White Hat: Does It Really Matter Anymore?"

The Future Of Online PR
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In the olden days, PR professionals might have gotten an hour or more of face time in which to sweet talk someone over a meal.  Now, they occasionally make pitches in 140 characters.  So you can imagine how the information shared during a conference session titled "Online PR: Where to Next?" could prove quite useful to a lot of people.

Using Social Media For Political Campaigns
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There are a whole host of strategies that go into managing a major presidential campaign, from using social media to spread a message to developing analytics.

(Coverage of SES Chicago continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Dan Siroker, former Deputy New Media Director, Obama Presidential Transition and Founder of CarrotSticks spoke about his work on the campaign.

Be Proactive to Avoid Duplicate Content Issues
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Google may have busted the "duplicate content myth" a while back, saying that you don’t technically get "penalized" for it, but that doesn’t mean it is a good thing. Shari Thurow of Omni Marketing Interactive says you should care about it so that your better pages are available to rank.

Moving Beyond Google
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There are two key concepts of search according to Javed Panjwani, Business Development Executive, Wolfram Alpha.

(Coverage of SES Chicago continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

How Marketers Can Find Success Via Search
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Search engines are constantly evolving and marketers need to know how to leverage the various aspects of search to have successful campaigns.

(Coverage of SES Chicago continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Optimizing for Mixed Media Search Results

As Google’s search engine competitors often bring up, searchers want more than just "ten blue links" these days. Of course it has been quite a while now since search results from any of the big three were only ten blue links for most searches. We are well into the era of blended search.

Blogging To Build Buzz About Your Business
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While blogs are now considered mainstream with more businesses using them to get their message out, just how are they building buzz online?  The SES session "Blogging For Business" has the answers.

How Search Engines Manage Click Fraud
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In the session "Search Engines on Auditing" the speakers discussed how search engines handle auditing concerns.

Richard Zwicky, Founder & CEO, Enquisite, discussed auditing issues with PPC and how they try to figure out what went wrong.
 
Analytics ecosystem:

Collect

Analyze

Report

Optimize

Monetize

Ways ad networks protect you:

Invalid/discounted clicks

Real time behavior analysis

Proactive filtering

Over-time analysis

eCommerce Site Optimization Tips
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While there’s no telling what shoppers might be willing to brave this year for the sake of low prices, an eCommerce site shouldn’t remind users of a military gauntlet.  Speakers at an SES Chicago session called "eCommerce 101: Optimizing your Shopping Cart for Search and Conversion" discussed ways to make shopping experiences pleasant and productive, instead.

Search Advertising For Beginners
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In the session "Search Advertising 101" the speakers offered advice to those who are new to the search advertising industry.

(Coverage of SES Chicago continues at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)