Today on Search Engine Land, Danny made what I think is a pretty bold statement about the value of optimizing/using social media sites as marketing tools:
…over the past few weeks, I’ve found myself more and more thinking that if you want to go beyond Google as a search marketer, the other search engines that matter first are the “social media search engines.” After them come the other major general purpose search engines like Yahoo, Microsoft and Ask.
Reaction: Not for most small businesses. No way. No how.
I could never imagine telling a local insurance agency client, or an independent car dealership, or the bike shop down the street, that we’re going to focus more on the likes of Digg and StumbleUpon (a site I really like!) than we are on Yahoo and MSN’s Live.com. Why? Because the audiences that use sites like Digg or Reddit are 1) too small, and 2) not representative of the population as a whole.
Are there some small businesses that would do well to focus on the Diggs of the world? You bet! If the nerd/geek audience is your customer base, Digg would be a great place to get exposure and links (even if the traffic is bursty and not always long-lasting). I can think of a local custom car “hot rod” shop that would do well to put some tricked-out car photos (with an attractive, scantily-clad female nearby, if possible) into a a gallery and get that page onto Digg.
But that’s not for everyone. So, I’m disagreeing with Danny on this. It’s far too much of a generalization to say social media optimization is more important than Yahoo, Live.com, etc. Search marketing, like any form of marketing, is about getting seen and heard by your target audience. And if they’re not using the Diggs of the world, putting those sites ahead of Yahoo and Live.com would be a big mistake.
Agree? Disagree? What are your thoughts?
[tags]social media, seo, sem, digg, stumbleupon, danny sullivan[/tags]