Relevant Overviews
Overview: Social Media Strategy
Social media can be a time- and resource-vampire if it's not integrated into the rest of your communications strategy.
How is your social media strategy? Are you simply broadcasting your content? That's inexpensive, but you're simply adding to the noise. Do you really want to be part of that problem?
The secret is to not have a "social media strategy": as a separate strategy, it will prevent social media becoming an integral part of your content marketing, community development, digital transformation and innovation strategies.
It also tends to put social media in Team Ghetto, when you should be mainstreaming it across your workforce.
Instead, view social media as a set of tactics within an integrated communication strategy, with each social platform harnessed to your overall communication goals.
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Relevant resources
www.themediabriefing.com
"just because the overlord of search has decided who actually wrote a post isn't all that important, doesn't mean the concept of the journalist as brand isn't still on the up.... ... 'trust' as a variable in an algorithm was unnecessary. Users use Google to search organically using keywords; they get their news from trusted sources on social med…
searchengineland.com
" in-depth article, which I’ve jointly co-written with Mark Traphagen, will cover the announcement of the end of Authorship, the history of Authorship, a study conducted by Stone Temple Consulting that confirms one of the stated reasons for cessation of the program, and some thoughts about the future of author authority in search."
searchengineland.com
"test data collected from three years of Google Authorship convinced Google that showing Authorship results in search was not returning enough value compared to the resources it took to process the data." - It's Over: The Rise & Fall Of Google Authorship For Search Results