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Understanding Page One Results

It wasn’t that long ago that the concept of searching the web gave a visualization of finding the desired information in a like-minded format with our ‘search term’ at the top of the page and results listed out in a pretty basic format. Every business wants the sacred ‘1st page result’ on search engines (hopefully earning the fabled revenue that comes with it.)

The search engine struggle also became like a big game of poker: some businesses risked everything on the wrong hand only to have search giants such as Google ‘change the game’ on them. This made progress and expertise in winning the game a difficult proposition (when the house knows the players are winning, it wants to change the rules…)

As search engines like Google began indexing more and more information, the format and availability of non-text information became available. The influx of different types of information give search engines a continual excuse to change the game. It leads to a constant shift of how page one results appear; having visual elements inserted into the mix, along with information that was ‘related’ to the search.

Understanding the game

If we take this basic concept and then visualize the fact that people are simply creating millions of pieces of data every single day, search engines have an infinite playground to test different formats and functionality.

The shift of different formats affects the functionality that businesses rely on for promotional and brand exposure. Every shift creates a gap in learning and opportunity. Depending on the nature of your service and profession, how search engines present your information alongside of competitors and related businesses can drastically alter the way you need to coordinate your online presence. Read more

Reputation Management, the business value of who you are

Two years ago I wrote a white paper regarding the value of reputation management (see below) and the connection points within social media, public relations, executive branding, and business impact. These elements tie together to form the foundation of reputation management: with the business impact (both risk and reward) driving the primary strategic direction of the idea.

The bad part… Read more

Finding People with Trade Show Social Media

Having been using tradeshow social media for the past few years, I wanted to expand my Post Tradeshow Checklist 401 and detail some of my thoughts.

I have to lead this with the idea that people and businesses follow some of the same rules in both the online world and real world.

If we apply search engine ideas to the real world, how people and conversations identify themselves, we can see some interesting connection points. This concept is a fundamental requirement in applying tactical use of tradeshow social media. Each type of person uses different terminology (keywords) to speak, every business has a different product pitch (the excerpt), and the primary goal of most attendees is the find the nugget of wisdom in the clutter (the search.)

Read more

Social network management, its about relationship perspective

As someone who works with multiple projects and hundreds of social audiences: social network management  requires me coordinate a multi-faceted personal brand and engage with hundreds of different conversations.

Clients I work with are often in the same boat, especially when I work with executives who need to maintain a “face of the company” and a personal life as an executive.

I personally believe we all have the right to have our own relationships, to make personal decisions on how we mix our ideas, ethics, morals, and relationships into our conversations.

The problem with this is that we no longer have singular conversations; we now have mutated conversations that possibly stem from thousands of conversations that happened before them.

With Facebook and Google collecting mixing together everyone you know, you suddenly have an influx of viewpoints from different groups. The core problem is that all of these people don’t have the same backgrounds and beliefs, nor do the have the relationship in place to balance singular statements that may seem simply seem inappropriate, or even appear racist, sexist, or “off the deep end” extremist.

Most of us would like to live in a world that is devoid of prejudice and negative assumptions, but the simple fact is that people online have only a few seconds to perceive who you are… and only a fraction of a second to make an observation about who is in your network. Read more

Background Checks Part II – discrimination, privacy, accuracy and compliance

As a professional, many of us are troubled by the notion that we may be judged by our actions, our history, our lifestyle, or the people we associate with.

In some cases we go through great lengths to create separation between our personal or public lives, even creating multiple silos within our personal and professional lives to create harmony and goodwill in our conversation.

Using myself as a personal example: I am the person who can have almost any conversation on almost any topic. I have a thick skin that is supported by a multi-faceted personality with humor, morality, and respect at its core. I have had the benefit of dealing with life and death crisis situations, personal tragedy, and industry changing business problems. With that said, I can talk to almost anyone on any subject.I know when to admit to things I do not know, and when to ask the hard questions.

The social media world creates a strange track history of my interactions with these conversations. I have a personal poetry site that doesn’t have a thing to do with my business life, and like every other person: my friends have a myriad of personal beliefs ranging from extreme religion to activism.

With such a varied personal and professional background, the web audience at large could dig into any particular silo and eventually find something they do not agree with… but they can also see a breadth of experience. Read more

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