Traditional Search Engine Optimization and web site marketing is becoming increasingly difficult.
The huge volume of online content makes it very difficult to stand out from the
crowd. Many businesses are now turning to new technology to reach consumers.
They are using viral video, podcasting, and social networking sites to create an
online buzz about their products and services. It is no longer possible to
compete on the basis of a brochure web site which only features text and images.
Effective online marketing requires more creativity and an unconventional
approach. You need someone who can create content and insert marketing messages
in new forms of online media.
Social Media Optimization
Social Media Optimization (SMO) is a new term for marketing a company's brand through
social networking and social bookmarking web sites. I don't claim to be a SMO
expert or to offer any services in that area. I don't think anyone really knows
what that even means. However I am familiar with social networking sites and I
am interested in web development related to promoting oneself in that sphere.
Social networking sites require some skill with CSS to create custom, branded
profile designs and there are innumerable widgets, badges, and embeds to add or develop
to take advantage of all the new opportunities.
I didn't take the business use of social networking and user generated content seriously until I read
a book which explained the benefits of "the wisdom of the crowd". Developers could definitely benefit
from a professional networking site which would encourage them to collaborate on open source software.
Of course, there are many collaborative software projects but they are too impersonal to generate any commitment.
YouTube has taught me the true value of online community. People make real friends on that web site because
they can see and hear the people they are communicating with. I've witnessed the power of video to make the web
a personal experience. Vloggers spend a lot of time in video conferencing meetings to discuss their involvement
in the online community and they collaborate with each other to produce videos. From a business perspective this
is an impressive example of a technology that encourages people to effectively work together towards a common goal.
In my opinion the key to achieving this level of collaborative effort lies in overcoming the impersonal aspect of online communication.
Video is vital to create a true sense of online community.
Online broadcasting is a new trend. People are going beyond creating videos to create their own shows which they air on web sites
devoted to broadcasting. These broadcasts include talk shows, traditional radio shows, call in shows, and "life casting" which is a 24 hour
broadcast of one's life. These shows are growing their audiences and will be the future forum in which you can express you opinion and have your views heard.