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When using social media, users appreciate it if a firm shares and approves of the content put out there by others. They do not appreciate it when businesses use the likes of Twitter or Facebook in a purely self-promotional manner. However, when sharing or approving SEO content one has to be exceptionally prudent. It is sometimes best to stipulate on a Twitter bio that a retweet is not necessarily an endorsement of content, for example.

At Searchengineoptimisation.co.uk we are experts in the design and delivery of SEO marketing and online campaigns. Hence we know how easy it is to put a foot wrong on social media networking sites. We observe lots of mistakes being made on a daily basis.

One problem can be that it is so easy to ‘like’ something on Facebook. Liking something sounds very innocuous. If a member of an organisation likes something it may be misinterpreted. For instance, a potential business partner who is ‘friends’ with someone on Facebook may be unimpressed by a taste which could have unprofessional connotations.

On Twitter, a retweet may be made in haste and regretted at leisure. This is often because the content which is being shared has not been read properly. At the same time, ‘favourites’ can be seen very easily and people may make their own conclusions. Caution is the best principle to bear in mind at all times.

Using ‘social’ for commercial purposes is different from using it in a personal capacity. Hence there is a need to behave in a manner which is always supportive of business goals.

When picking up the PPC management mantle on a well-established account it’s always worth taking time to stand back and review things objectively. You are in a perfect position to do this before you become totally embroiled in the everyday running of the pay per click campaigns. Establish what your personal goals will be and outline your strategy and possible tactics before you begin working on the account. You’ll need to bear in mind what the overall goals are. If you are working with an external or internal client there is a need to touch base and agree how often you feed results back but this is an internal process if you like – you’ll be planning out how you are going to approach the account.
For those working as a team it can be effective to include them in this process as they can add a more rounded view. Set benchmarks for the team as a whole and set up a means to track progress visually. It’s unlikely you’ll inherit an account that doesn’t have some issues or challenges so you’ll also want to discuss how you’re going to change tracking, KPI’s, communication or even the account structure to improve things. Also look at the brand and consider who is your target audience, how is the brand perceived, who are the competitors and how will this information influence your branding. This will form the basis of a robust PPC strategy.
At Click Consult we offer help with PPC management to ensure pay per click success.

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