Google Agrees With Selective Social Media

So it seems Google has caught up with what I’ve been saying all along…

While I have advocated against the practice of indiscriminately building the largest social media networks possible, there have been plenty of folks who disagree. Their point is usually that one is only as influential as the size of their network.

Yesterday, Matt Cutts, an engineer/mouthpiece for Google, announced that Google essentially agrees with me. As recent as May of this year, Google did not track social media influences, but currently they do, in fact monitor “social signals”.

Cutts goes on to stress that they also look for the quality of social media connections, that it’s not just about the number of followers. A strong endorsement for my position!

For more of the specifics, see this article on how Google and Bing address social signals.

Otterbox Tweets Replies To Consumers

Strategic Use Of Twitter

(click to enlarge)

If you’ve seen the what-I-ate-for-lunch tweets and still struggling with the “so what?” of Twitter, take a look at twitter.com/otterbox.

Here’s a small but quickly growing company that embraces social media for branding and communication directly with their market.  A few things to point out:

  1. They have a direct link to their company web site.
  2. Their bio is concise and helps people decide whether to follow or not.
  3. They have twenty times more followers than people they follow  – a sign of leadership.
  4. As it appears today
    • the feed is mostly @replies to individuals who asked about products or issues.
    • A few posts relate to new product releases.
    • Only one non-business related post about Super Mario turning 25 (not bad, cute, probably won’t cause any unfollows, could be worse…)
  5. Design is consistent with that of company web site.

They seem to be well connected to their market, at least with @ replies.  They may do better with a little more regularity in posting original tweets (only 2 in three days, including the Super Mario tweet), although they have lots of searchable content.

It’s a good example of a company that adopts a good selective social media strategy.  Click the image to enlarge.