SEO consultants agree: social media is now an important complement to search engine optimization (SEO) and an integral part of Web marketing. While search and email remain the top two Web activities, social media profiles can easily boost search rankings. Social media platforms are also a great way to promote content and increase content distribution. There are some caveats, however.
Because social media marketing is still relatively new, many companies are guilty of faux pas that leave marketers back peddling and PR departments furiously working to restore a brand or business’s reputation. Before diving head-first into the world of social media marketing, heed these words of caution:
When It Comes To Humor, Tread Carefully
Humor can be very subjective. If you’re going to use it, be careful. Dozens of companies have been in hot water after a failed attempt at humor on social media. Search engine optimization is clear-cut. Search influences one-quarter of all purchases, and 75% of Internet users will not wander past the first search engine results page (SERP). With social media, statistics and figures aren’t as clear — and things get even more murky when humor comes into play.
London Luton Airport came under fire after posting a picture of Chicago plane crash, along with the caption, “Because we are such a super airport… this is what we prevent you from when it snows… Weeeee :).” While a well-meaning employee may have thought some would appreciate the intended “humor,” the vast majority of customers did not find the topic of plane crashes funny. Others pointed out that a six-year-old boy died during the depicted crash, making the social media post pretty insensitive. A good rule of thumb is to joke about lighthearted topics only, and — when in doubt — avoid humor altogether.
Ignorance Is Not Bliss
With trending topics on Facebook and trending hashtags on Twitter, the temptation to take advantage of these trending subjects is very real — but businesses and companies should make certain they understand the topic before proceeding. Every time. DiGiorno quickly tweeted out the hashtag #WhyIStayed along with “You had pizza.” Users were tagging posts with #WhyIStayed to discuss a somber topic: domestic abuse. Needless to say, DiGiorno’s comment came across as insensitive and wildly out of place.
SEO consultants and SEO services agree: social media can greatly support an SEO marketing campaign, if it’s done right. The most important tip: Do your research.
Have you had a failed humor attempt in Social Media? Have you read something that was supposed to be funny but it just didn’t set right with you? Share your experiences with us.