Synopsis – Keyword research is an integral part of search and pay-per-click marketing. We spend a lot of time researching, choosing, and testing different keywords and keyword combinations in our search (no pun intended) for the perfect combination that will bring searchers to our digital doors. But one area that some marketers have not yet begun to use keyword research for is social media — and that’s a big mistake. The fact is that social media involvement by business needs keyword research just as much as other endeavors, and for fundamentally the same reasons.
In her article, “Speak Your Customer’s Language On Social Networks With SEM Keyword Strategy,” Hallie Janssen discusses why social media campaigns need keyword research in a social-media-directed re-hash of the major reasons businesses use keyword research for other reasons. She then outlines how you can use some of the tried-and-true metrics that are central to keyword research in the social media setting to optimize your efforts there, with an example from a typical SEM campaign and its counterpart in social media.
If you’ve never really considered using keyword research for social media efforts, it’s time to do so. Hallie’s article will get you kick-started, as well as help established marketers ensure they are hitting all cylinders in this all-important strategy.
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