We received this question in an email this morning:
Q: We recently got some inaccurate and unfair press coverage, and that coverage made it to the Web. Because of the way the Web and search engines work, when people Google our company, we come up, but the rest of the results page is full of results that contain or refer to the article..forums, blogs, even Wikipedia entries. I was at a seminar for our industry last week and one thing they mentioned is how we could use Facebook, Twitter, Flickr and YouTube to force those results to other pages than page 1. How do we do that?
A: The Web allows information about you and your company to spread like wildfire... which is great if it's good information, but disastrous if it's bad.
Situations like this demonstrate that conventional Search Engine Optimization is just one part of your Web strategy, because it can be instantly subverted by circumstances out of your control. These days it's more than just a great Web site and SEO. Facebook and the others you mention are increasingly critical to a total strategy to take fullest advantage of the power of the Internet. It's also about what is now being called Web 2.0 - all the social networking tools you mention above, as well as RSS feeds, SMS (Text messaging), and Blogs.
These all enable you to communicate, connect and interact with people by putting you and your "brand" are amongst the steady flow of ideas, thoughts and concepts that flow to them via their desktop computer, laptop, and cell phones 24/7. While the goal of all these is not primarily to get to the top of Google, using all of these helps improve your position there.
But like anything valuable, it doesn't happen by itself. It takes a financial investment, a time commitment, and a partner with the right expertise. Huge companies (and even the Obama Administration) have full time people in a position called "Director of New Media." Medium sized businesses hire companies like Trivera to formulate a strategy and help execute a plan. Small businesses often have good intentions to try and tackle this on their own but fail because of the discipline and commitment it requires.
Trivera uses all those tools, and has a handful of customers who are using us to help them take advantage of these tools. We're putting these elements in all our proposals these days. If you're willing to make a commitment, we can help you. The best way to tackle this is to determine your budget and we'll give you a proposal with some recommendations.