Larry BraunerSocial media and other types of media revolve around the findability and value of their content.

You could use a newspaper to wrap fish or fragile belongings (ideal), a book as a paperweight (sad), a radio or television program as white noise (even sadder) or a blog to switch to, so that the boss won’t catch you playing FarmVille at work (hopefully not my readers).

Kidding aside, media are published so that their content will be consumed, and social media marketing can only succeed if its content is findable, and if the people finding that content repeatedly consume it.

Am I stating simply the obvious? Perhaps, but consider for a minute the large number of web sites with little traffic and blogs with little traction. Do you not agree that my concern is somewhat justified?

Value and findability of content to and by stakeholders are prerequisites for social media marketing success, and the optimization of each must be at the top of our social media marketing content lists.


4 Responses to “Social Media Marketing Content”

  1. tlmaurer on August 9th, 2010 11:14 pm


    It’s kind of like that age old question: If a tree falls in the forest and no one is there to hear it…. Web sites, blogs and all the other social media options out there are merely marketing channels. They each need a plan around them to help people find them and make them successful. Just having a site is no guarantee it is a good or useful one for consumers.

  2. Sebastian Beaton on October 9th, 2010 3:27 pm

    Hi Larry,

    As some one who is just starting out, “findability” is all too painfully lacking. It sometimes feels like that this will never come (I am also a little impatient!). I am still however a believer that great value (content ) will become findable given time, as a marketer my job is to just “help” this process along.

  3. Larry Brauner on October 9th, 2010 10:29 pm


    You need to work both on search engine optimization and social media. You’re #66 on Yahoo, #29 on Bing and #200+ on Google for the keyword phrase “biltong.”

  4. Gevril Group Launches Social Media and Web Marketing Initiative | Online Social Networking on November 29th, 2010 12:02 pm

    [...] Content Creation – The story of each Gevril Group brand needs to be told, and articles, newsletters and press releases need to be written, as well. [...]

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