November 2009
Beginner
244 pages
3h 37m
English
Content preview from The Social Media Marketing BookBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.
Protocol
Ratings and review sites are some of the most useful for marketers, especially those with a local business focus. This section will introduce you to the common traits present across many of these types of sites.
Top Lists
Local review sites often have lists of the top businesses in certain categories or neighborhoods. When I'm browsing for a new place to eat or get a drink, I'll pick a category such as "romantic" or "French," and start at the top of the list. If I want to stay close to home, I'll check out the list for my neighborhood.
Search
The most common way users find listings on review sites is with search. Rankings are typically a combination of relevance (does the listing contain the search term?) and the number and quality of reviews. The popularity of search means it is important to include words and phrases that people may use to search for a business like yours; without them, nobody may ever find it.
Sock Puppets
A sock puppet is a form of web spam where an overzealous business owner sets up a bunch of fake accounts and cranks out sparkling reviews of his business, often while slamming his competition. Some owners will pay people to post positive reviews of their products. This is obviously very bad form and chances are good that you'll get caught; review sites have implemented algorithms designed to spot fraudulent activity. Getting caught in one of these attempts will be far worse than receiving a few organic bad reviews.
Figure 7-3. RateMyProfessors.com was one ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.