With the rise in popularity of social media marketing and it’s perfect integration with search engine optimization, marketers are focusing more now on content than ever. What has been said recently though about SEO and Social Media about who controls the content is a bit off though. There is a lot of confusion about what a company can actually influence in the new market.
Someone in social media once said “SEO optimization assumes that you own and control the content” and while they have a point, they followed up with “Companies cannot change social content.” Now in the strictest sense, and what they meant I realize, is that user-generated content isn’t directly controllable. In the new market environment we can’t change what people say about our products and services. We can’t delete tweets, or modify negative reviews. Companies can’t craft reviews with the right keywords and anchor text.
My point is that a good company can influence social media and user-generated content. Companies can control what is said by taking the steps to ensure a phenomenal user experience every time. Does this cost money? Yes. Hiring the right people, keeping them, and spending money in R&D is costly. But then again, so is reputation management. We would venture that there are thousands of companies that would pay to make some of their online comments go away.
Why not make it so they don’t happen?