Last week I was invited back to a panel at the ninth “Marketing to the High-End Bride” event, held at the newly-opened W Hotel in Boston — you can hear the audio and see some photos on the WeddingProf site. At the event, I finally got to meet Scott Smigler of Exclusive Concepts. I really enjoyed our conversation — both on the stage (where we disagreed about ghost writing but agreed on most everything else) and after the event. Scott’s organizing an upcoming event for SEMPO Boston, and asked what I thought about the intersection between search and social these days. Here’s my response — I hope to be able to share my perspective at the event — I’ll let you know as soon as it’s organized.
In Fresh Ground’s opinion, there are two approaches to social media: proactive and reactive. Proactive social media is content-driven, reactive social media is conversation-driven.
Either way, search is often a second thought — most practitioners take a “if you build it they will find it” attitude when it comes to social media and search. They figure that either way — by virtue of good content, frequent updates and a large community — search will just happen. This is partly true, but there’s still a disconnect between these two fields that can only be bridged through analytics and metrics: understanding the direct relationship between social, search and web traffic.
I think most social media people don’t think about the other way around — that search can drive social. This negative bias was reinforced recently when Facebook overtook Google in terms of site traffic sources. We perhaps need to be reminded that it’s still a two-way street, and that a stronger emphasis on search can still be very rewarding.
What do you think about this intersection?