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How social media listening helps your search marketing

I frequently talk to clients about how they can use the services of Converseon to listen to the subjects that customers talk about in social media. Lots of companies are seeing the need to listen, but many of them don’t understand the hidden benefit for search marketing. If you think that listening to social media is just public relations or market research, you should know how it helps with marketing, too.

One of the things you are forced to do when listening to social media conversations is to describe what those conversations are that are relevant. You can’t listen to everything, so you need to listen to just that tiny slice of conversation that’s about your company. To do that, you need to identify the words that people use when they talk about issues you care about.

Do they use the same words you do or different ones? Do people who are positive on the issue use different words than those that are negative? No matter what you do, it starts with identifying the words that are in the conversations that you care about.

And what does this sound like? Search keyword research! If you engage in listening with your customers, you’ll find one of the best and easiest ways to research the keywords you should be optimizing your organic search campaigns for, and that you should be buying ads for in paid campaigns. If you’ve never used this tactic, start figuring out how to super-charge your keyword research with social media listening.

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Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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