"A man must be obedient to the promptings of his innermost heart." -Robertson Davies
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Improve Your Online Small Business Profits
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Part 1
In the previous article of the Web 2.0 series we explained the impact of Web 2.0 for marketers using a simple analogy.
Now, let’s take a look at the Web 2.0 tools of the trade available to marketers to increase your marketing impact.
From a bird’s perspective, the general Web 2.0 tool categories are:
RSS
RSS is a technology that allows you to easily consume online content from thousands of content sources and deliver your online content to your target audiences, other websites, search engines, news engines and other online systems.
Social Media
Social media are all the online tools and platforms that allow people to share their content online, collaborate with each other, build social networks and participate in forming the online world.
Today we’ll take a closer look at what social media encompass:
Social media are all the online tools and platforms that allow people to share their content online, collaborate with each other, build social networks and participate in forming the online world.
Here, we use social media as an umbrella term for all the different online services and tools that allow for social interaction online.
As you can imagine, there are numerous types of social media:
* Blogs, podcasts and videocasts, that allow individuals to easily publish their opinions online and participate in online conversations, by publishing their own content, inviting others to participate by allowing comments on the blog and participating on other blogs with their own comments.
* Traditional social media, such as online forums, chats and even the search engines, which use the number and quality of inbound links to a website as an indicator of its quality for a certain keyword, deciding to position it higher or lower or not at all on the search results page.
* Social networking sites that enable people to participate in social networks with their peers, communicate with them, create their own online presence and even publish their blog as part of the larger social networking site.
* Social bookmarking sites that enable people to bookmark information online and share it with their friends and the world.
* Wikis, which allow thousands of people to collaboratively edit a single website.
* Social search engines, which use human judgement to determine how websites should be ranked for certain keywords.
* And others …
These, in addition to others, are the most typical representatives of the Web 2.0 world and are also the tools that marketers and PR practitioners can use for increased communications impact.
Blogs
Blogs are an online content publishing platform that make it easy for anyone to get their voice heard online. They are a contraction of Web Log – a linear posting of content that usually focuses on one subject about which the writer is passionate.
Blogs may have started as personal online journals, but have developed into a sophisticated business and marketing tool. Not only is a blog a way to get your point of view online, it is also an excellent way to start a two-way conversation with your audience.
Podcasting
Podcasting is the process of delivering audio files through an RSS feed … as simple as that.
Videocasting
Videocasting is just the same as podcasting, only that it's about delivering online video content using an RSS feed.
Social Bookmarking
Bookmark online information online, share it with your circle, and see what other people are finding interesting online.
Wikis
Wikis are collaborative websites that allow anyone or a team of people to simply edit a website, add content to it, comment content on it and remove content from it.
Social Networking Sites
Social networking sites are websites that allow people to easily build social networks with their peers and friends, communicate with them and contribute to the social network with their own content, such as their own blogs on larger social media sites.
Memes
Memes are ideas. Ideas that spread and bring you publicity, good or bad. Ideas that foster conversations and build interaction.
News Engines
News engines are a type of search that brings you the most recent relevant news content, instead of the most relevant content for a particular search phrase.
Tagging and Folksonomies
A folksonomy is a methodology that helps people online collaboratively label content, in order to easily categorize it and then easily find content categorized with certain labels.
Optimized Press Releases
Optimized press releases are an upgrade of the traditional press release, being distributed via online press release distribution services and used not only to get you press coverage, but also to help you increase your search engine rankings and visibility.
Social Press Releases
The social press release adds social media aspects to the optimized press release, making it easier to broaden the distribution online.
Online Article Distribution Services
There are thousands of e-mail newsletters are hungry for valuable articles for their readers. Online article distribution services will help you get your articles to them.
Now think back of the Jane Doe story. Can you see how each of these Web 2.0 tools relates to it and how you can best use it to your advantage?
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