Oct 30, 2014

All the basics you need to know about Social Media Listening

Social media listening, also known as social media monitoring, is the process of identifying and assessing what is being said about a company, individual, product or brand on the Internet.

Conversations on the Internet produce massive amounts of unstructured data. It's important, therefore, to define what the goals are for a social media listening initiative. Depending on the goal, the right tool might be a series of free Google Alerts or an expensive software suite that includes ad hoc analysis and full integration with legacy customer relationship management (CRM) applications.

Both social media and person-to-person information-gathering have value, but social media listening is quickly becoming an important customer intelligence tool. There are several ways to use social media to gain insight, including monitoring online customer support forums, using software tools to gather comments from social outlets such as Facebook and Twitter and encouraging customers to suggest new product features and vote on their favorites.

In a large enterprise, social media monitoring tools can mine text for specific keywords on social networking websites and blogs and in discussion forums and other social media. Essentially, monitoring software transposes specific words or phrases in unstructured data into numerical values which are linked to structured data in a database so the data can to be analyzed with traditional data mining techniques.

What is social media monitoring?

In basic terms, social media monitoring is the act of using a tool to, well, monitor what is being said on the internet.

It sometimes also goes by the name of, or is bundled with, Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Media Intelligence, Social Media Management, SMM (also the acronym for Social Media Marketing, confusingly) … 

How do social media monitoring tools work?

Most monitoring tools work by crawling sites continuously and indexing them. Some are crawled in real time, such as Twitter. Other sites might be crawled less often – say, every 10 minutes, or every day, if they are less important. Some tools, like us, do this crawling themselves. Others use data providers. We’ll let you guess which of those options we think is better.

Anyway, once all those sites are indexed, they can then be searched. Most tools use some form of queries, or search strings, that the user writes to find mentions of specific words and phrases on those pages. It will then bring these (we call them ‘mentions’) back  into the tool’s interface, which can then be read, sliced, diced and so on.

Social media monitoring? So it just covers social networks?

Actually, no. 

In fact, most social media monitoring tools – those worth their salt anyway – crawl all sorts of websites, including forums, blogs, news sites, review sites, and others, along with the major social networks (Facebook, Twitter, Google+, YouTube and so on).

Of course, coverage varies between tools and regions, so always do your homework when evaluating different tools. Bear in mind that some social sites have strict rules that mean it’s impossible for tools to cover all of the content on the site (such as LinkedIn).

5 Social Media Listening Tools That Every Business Should Be Using

Google Alerts: Google Alerts is a basic way to discover when a website is posting about you. However, it doesn't capture everything and it certainly doesn't cover social media or most blog sites. Still, it's a good, automated, entry-level way to get some feedback about any kind of search query emailed to you. Sign up at www.google.com/alerts (if you want instant results, mark "as-it-happens" under "how often").

Hootsuite/TweetDeck: Both Hootsuite and TweetDeck offer some tools to consolidate and manage your social media accounts. You can also add search columns that are scanning Twitter in real time. Not everyone who tweets about you will be using your hashtag or tagging you so this is a convenient way to spot what is being discussed and reply immediately.

Icerocket: Icerocket specializes in blog searches. Their "big buzz" option also captures activity on Facebook, Twitter, and image sites such as Flickr too. It's free, easy to use, and does not require registration of an account.

Social Mention: Social Mention collects aggregated data across multiple platforms. You'll see results from Facebook, Twitter, YouTube, photobucket, etc. and there are some basic analytics that help you determine if the sentiment is positive or negative, how many different sources are active, etc. It's also free and doesn't require registration.

Topsy: Topsy is similar to Icerocket and Social Mention; the main focus is around social media, especially multimedia and blogs. You don't have to register, but you do have the option of creating an email alert (it ties into your Twitter or Facebook).

Sources: Techtarget, Brandwatch, Huffington
Collected and Summarized by Ha Phuong Miu

Oct 13, 2014

40 Essential SEO Terms Marketers Need to Know

This is a list of the 40 most essential search engine optimization (SEO) terms to help marketers communicate with developers and understand how to optimize their websites.

40 SEO Terms You Must Know!


301 Redirect – A way to make one web page redirect the visitor to another page. Whenever you change the web address of a page, apply a 301 redirect to make the old address point to the new one. This ensures that people who have linked to or bookmarked the old address will automatically get to the new one, and search engines can update their index.


ALT Text/Tag or Attribute - A description of an image in your site's HTML. Unlike humans, search engines read only the ALT text of images, not the images themselves. Add ALT text to images whenever possible.

Anchor Text - The actual text of a link to a web page. On most websites, this text is usually dark blue and underlined, or purple if you’ve visited the link in the past. Anchor text helps search engines understand what the destination page is about; it describes what you will see if you click through.


Blog - A part of your website where you should regularly publish content (e.g. commentary on industry/company topics, descriptions of events, photos, videos, etc.). Each blog post on your website is a new page that a search engine sees, and therefore a new opportunity to get found online. Make sure you keep your blog within your own domain.

Bookmark - A link to a website saved for later reference in your web browser or computer. Social bookmarking sites (example: Delicious.com) let users share websites they like with each other. Having links to your site in social bookmarking sites is a sign to crawlers that your website content is interesting to people.


Canonical URL - The canonical URL is the best address on which a user can find a piece of information. Sometimes you might have a situation where the same page content can be accessed at more than one address. Specifying the canonical URL helps search engines understand which address for a piece of content is the best one.

Conversion Form - A form through which you collect information about your site visitor. Conversion forms convert traffic into leads. Collecting contact information helps you follow up with these leads.

CSS (Cascading Style Sheets) - The part of your code that defines how different elements of your site look (examples: headers, links).


Directory - Just like directories for people and phone numbers, there are directories for websites. Submitting your site to a directory gives you more than just an inbound link; it helps people find you. The most popular web directories are Yahoo! Directory and Dmoz.

Domain - The main web address of your site (example: www.yoursite.com). It's good to renew ownership of your domain for several years. Search engine rankings favor websites with longer registrations because it shows commitment.


The Fold - The “fold” is the point on your website where the page gets cut off by the bottom of a user’s monitor or browser window. Anything below the fold can be scrolled to, but isn’t seen right away. Search engines place some priority on content above the fold, since it will be seen right away by new visitors. Having too many ads above the fold can be seen as a negative issue, too. (See Panda).


Headings - Text on your website that is placed inside of a heading tag, such as an H1 or H2. This text is often presented in a larger and stronger font than other text on the page.

HTML - The code part of your website that search engines read. Keep your HTML as clean as possible so that search engines read your site easily and often. Put as much layout-related code as possible in your CSS instead of your HTML.


Inbound Link - A link from one site into another. A link from another site will improve your SEO, especially if that site has a high PageRank.

Internal Link - A link from one page to another on the same website, such as from your homepage to your products page.

Indexed Pages - The pages of your website that are stored by search engines.


Javascript - A scripting language that allows website administrators to apply various effects or changes to the content of their website as users browse it. Search engines often have difficulty reading content that is inside of Javascript, but they are getting better at it over time.


Keyword - A word that a user enters in search. Each web page should be optimized with the goal of drawing in visitors who have searched specific keywords.


Link Building - The activity and process of getting more inbound links to your website for improved search engine rankings.

Long Tail Keyword - An uncommon or infrequently searched keyword, typically with two or more words in the phrase. Small businesses should consider targeting long tail keywords, as they are lower difficulty and often have more qualified searchers. Common keywords such as 'software' are more competitive, and very hard to rank high for them in search.


Metadata - Data that tells search engines what your website is about.

Meta Description - A brief description of fewer than 160 characters of the contents of a page and why someone would want to visit it. This is often displayed on search engine results pages below the page title as a sample of the content on the page.

Meta Keywords - Previously used by search engines in the 90s and early 00s to help determine what a web page was about, the meta keywords tag is no longer used by any major search engines.

mozRank - A logarithmic ranking provided by SEOmoz from 0-10.0 of the number and quality of inbound links pointing to a certain website or page on that website. A 10.0 is the best linked-to page on the internet, and a 0 has no recognized inbound links.


Nofollow - When a link from one site does not pass SEO credit to another. Do not use nofollow when linking to internal pages in your website. Use it when linking to external pages that you don't want to endorse.


Page Title - The name you give your web page, which is seen at the top your browser window. Page titles should contain keywords related to your business. Words at the beginning of your page title are more highly weighted than words at the end.

PageRank - A number from 0-10, assigned by Google, indicating how good your overall SEO is. It is technically known as 'Toolbar PageRank.' Note: PageRank relevancy is changing.

Panda - Refers to a series of updates released by Google to its search engine ranking algorithm that are intended to discourage people who create large amounts of mediocre content in an attempt to claim many keyword rankings without generating much value for users. Read a marketer's guide to understanding Google Panda here.

PPC (Pay-Per-Click) - Advertising method in which an advertiser puts an ad in an online advertising venue and pays that venue each time a visitor clicks on his/her ad. Google AdWords is the classic example of this.


Ranking Factor - One element of how a search engine determines where to rank a certain page, such as the number of inbound links to a page or the contents of the title tag on that page.

Referrer String - A piece of information sent by a user’s browser when they navigate from page to page on the web. It includes information on where they came from previously, which helps webmasters understand how users are finding their website.

RSS Feed - RSS stands for 'really simple syndication.' It is a subscription-based way to get updates on new content from a web source. Set up an RSS feed for your website or blog to help your followers stay updated when you release new content.


SERP (Search Engine Ranking Page) - The page that you are sent to after you run a query in a search engine. It typically has 10 results on it, but this may vary depending on the query and search engine in question.

Sitemap - A special document created by a webmaster or a piece of software that provides a map of all the pages on a website to make it easier for a search engine to index that website.

Social Media - Online media created by and shared among individuals. Facebook, YouTube, LinkedIn, Google+, and Twitter are popular social media websites. Links from many social media sites now appear in searches. It's important to have links to your site spread throughout social media.

Spider - A computer program that browses the internet and collects information about websites.


Traffic - The visitors to your site.

Title - The title of a page on your website, which is enclosed in a <title> HTML tag, inside of the head section of the page. It appears in search engine results and at the top of a user’s web browser when they are on that page.

Traffic Rank - The ranking of how much traffic your site gets compared to all other sites on the internet. You can check your traffic rank on Alexa.


URL - The web address of a page on your site (example: www.yoursite.com/contact).

Source: Hubspot

Oct 3, 2014

You really know What "PAID CONTENT" is ?

Paid content is content on the Internet – such as text, graphics, video and downloads – which is paid for. Paid content is usually copyrighted.

High-value content
Some internet content has always historically been paid for — until recently there has been little discussion about paying for scientific, technical and medical (STM) content as well as certain trade information.

News media
Printed newspaper circulation has fallen steadily since the advent of the internet – in 2008 in the USA alone newspapers lost $64.5 billion in market value. As newspapers' online readership has increased, the newspaper industry has been forced to re-evaluate their business models in the light of falling advertising revenues. While online editions of newspapers have been extremely popular, advertising rates online are lower than for print media, and revenues from them have not been sufficient to offset the loss of revenue from print.

In 2009, Rupert Murdoch proposed a method of micro-payments for online newspaper content. From June 2010, certain News International titles were only available as paid content.

The music industry has had some success in creating new markets of legal downloading where lower costs and accessibility have led to success, and some suggest there are parallels between the major victims of digitalization – the music industry and the media.

The MP3 file can often be duplicated, passed on and exchanged – without capacity boundaries or losses suffered by an individual. These features of MP3 files as an example of digital content are one of the main reasons for the huge revenue collapses in the music and media industry since the existence of the Internet. Online games, however, as an example of digital services, is only a right to participate when the purchased input is offered and traded. This right can be traded and passed on, but, contrary to MP3 files, the vendor forfeits the benefit of this right at the moment it is passed on.

Online gaming
Paid content differ from paid services in the way that digital content can be passed on and be used by different individuals. Digital services can be characterized as a right which can be exercised, but not passed on without it being lost. The difference can be made clear by considering the differences between an MP3 music file and online games.

Payment models
There is some evidence of opportunity for revenue already – custom publishing is one area proven to be thriving in the online media world. Another is the common payment system implemented in Slovakia and Slovenia by Piano Media. In this model publishers agree to go behind a paywall simultaneously and then start to charge the customer for access to all newspapers and all articles. While not all content is paid, exclusive content is and the model enables publishers who are unable to erect a pay-wall by themselves to start earning revenue outside of advertising from the internet.

The increased accessibility and interactivity of online journalism has also created new opportunity in the guise of crowdsourcing, enabling people to get investigative journalists working on stories that they themselves have suggested and funded.

Some success in new models for paid content is being found in the use of paywalls, especially "soft" paywalls, which blend into freemium models. Newspapers, in particular, have been implementing paywalls in an attempt to increase revenue, which has been diminishing due to a decline in print subscriptions and advertising revenue. The approaches to paywall implementation range. For example, The New York Times experimented with a metered paywall, on which they spent a reported $40 million to code and took 14 months to implement. Other publications have turned to providers to implement a solution for them, such as Weekly World News, which announced in January 2013 that they would be utilizing a pay model.

Use of pay what you want has also proven successful, at least for special promotions.

Content on mobile services
In comparison to content on the traditional internet, content for mobile services has never been free.

(Source: Wiki)