Rob Key - How social media impacts search and reputation

Rob Key, CEO of Converseon, talked about the impact social media has on search results and how this effects corporate reputation. (Keep in mind that I missed the first half or so of this presentation.)

Businesses need to maximize:

- SERP Visibilty (Search Engine Results Page)

- SERMA (Search Engine Reputation Management)

You need to develop collaborative environments. This can allow you to leverage highly optimizable third party social media environments.

Success looks like:
- Percentage of positive "shelf space"
- Sentiment of conversation (trending)
- Share of conversation (trending)
- Sales

Sub-domains are a powerful way to maximize search. Example - MTV shows have subdomain and then they push them out through social media.

You should become your own media - Use Enterprise-Generated Media (EGM) and thought leadership. You can use a blog Portal and if the content is compelling, people will link to you.

Among some of the powerful tools in building search results:

- Newsvine
- Flickr (does not have a no-follow tag for links)
- Squidoo

The audience can be divided into:

Competitors - who you want to minimize
Middle - who you want to reach and influence
Evangelists - who you want to leverage

Ten concluding tips
1. Develop a cross-discipline team between PR and online marketing.
2. Understand how your company and brands are being searched: include permutations.
3. Create SERP Visibiitly benchmark.
4. Fully understand your brand and product conversations and opinion within CGM.
5. Create a compelling Enterprise Content platform. Become a media company.
6. Fully optimize content across domains and link content utilizing "best practices." - But don't just duplicate content.
7. Join the conversation with a Social Media Strategy!
8. Continue to listen to the CGM universe and monitor trends. Engage in early intervention when appropriate.
9. Be vigilant and continue to monitor.
10. Stay transparent and within Terms of Service. Strongly encourage adoption of WOMMA code of ethics.

---

Technorati Tags: Key, Converseon, Search, reputation