According to a video on the Google SEO guidelines posted earlier this year, the PageRank algorithm does not factor in social signals. This means that social media marketing doesn’t factor directly into any search engines marketing strategy.
However, social media is still one of the most powerful digital marketing tools around. Social media can drive huge amounts of traffic to a website, and earn more inbound links — all things that the PageRank algorithm does take into account. In fact, the best ranked content on any search engine ranking page or SERP is also almost guaranteed to have high levels of social media engagement.
How then can brands incorporate social media into their digital marketing solutions? What are the best ways to drive engagement that will increase a site’s search ranking? Let’s take a look at some of the best digital marketing solutions used social media to win the Internet’s attention.
Netflix’s April Fool’s Day Prank.
Back in 2013, Netflix got people talking on social media by including fake movie categories on their home page. These jocular groupings included, “Movies That Are In English But Still Require Subtitles,” “Reality TV About People With No Concept Of Reality,” and “Movies Featuring An Epic Nicolas Cage Meltdown.”
The lesson about digital marketing solutions here? Give people something to see — a reason to go to the site beyond the obvious one.
Dove’s Real Beauty Sketches.
Dove created an explosively viral video that had woman describe themselves to a sketch artist sitting behind a veil. Then, other people whom the women had met briefly described them to the sketch artist. The women were showed the two sketches side by side, and the other person’s version in each case was much more attractive, showing the women that they’re more attractive than they believe themselves to be.
The lesson about digital marketing solutions here? Create content that’s evocative.
In 2014, Doritos decided to crash the Superbowl by inviting people across the country to create their own Doritos ad, upload it to their site, and then vote on other videos. The ad that earned the most votes would get to air during the Superbowl.
The lesson about digital marketing solutions here? Include clear calls-to-action. Tell people how to engage.
Social media is an important part of marketing in the digital age. If you have any questions about incorporating social media into your own digital marketing solutions, feel free to ask in the comments.