Tired Of Social Media? Look Ahead To Web Presence Management
Already people are sick of the phrase “Social Media.” Already it is becoming so over-used and over-hyped that its connotations suggest all the flash-in-the-pan uselessness of increasing hits and clicks to a website with no thought given to the quality of visitors the site receives, nor whether those visitors take any valuable action once there. Marketers and business owners alike are already growing weary of the social media craze.
But we’d be well advised not to miss the forest for the trees here. It could be useful to look a bit into the future of the Internet so we can begin appreciating social media for what it might be after the dust settles. We would do well to consider it two galaxies in the midst of colliding. Social Media and Search Engine Optimization are in the process of fusing into one singular future state: Web Presence Management.
Search engines are changing. The way we use search tools to find the content we seek is changing. While today this content is spread across countless platforms, eventually the Googles, Bings, Facebooks, and Twitters of the world will find a way to appease our wish to consolidate all the content we desire into an easy-to-digest stream. And the ability of businesses to reach their target audiences in this stream will come down to how they best manage all of the diverse platforms in which their content can be found, indexed, and served up in result sets. On our part, it will require Web Presence Management.
Web Presence Management is the future state of Search Engine Optimization, and it is where SEO and Social Media become one. We aren’t going to be optimizing for search engines anymore. Regardless of what new dashboard arrives or which new application rules the day we are going to be optimizing for the Internet itself. In the end, the core rules of SEO will continue to prevail as we look to position ourselves everywhere online. You will always need to give the engines (in whatever form they take) the ability to recognize you legitimately as the resource you are. Speak to them in their language, and allow them to reflect the “real world” in their result sets.
Today, when we talk about you ranking at the top of Google, the “you” in this statement is your website, or more accurately, your web pages. Tomorrow (and even today to some degree), it will no longer be about your website ranking, it will be your web presence. How you best optimize your presence will dictate how easily you are found.
Rather than optimization, I term this the management of web presence because optimization speaks a bit too much to the manipulation of elements which influence the algorithms. Web presence management reflects the more honest intention to make sure you are representing yourself online in a way that reflects the authentic nature of you and your business.
Come to see social media as the set of tools and content delivery mechanisms through which you can best articulate your real world value and position in the market (your Presence), and you will be well on the way to avoiding the distaste and distrust of all things “social” today. Begin using these tools as you see them in their future state, and you will start paving the way to reaping their rewards today and tomorrow.