Grabbing Your Fair Catch of the Social Networking Market

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In 2010, many of the “Big Boys” will be spending the same or less on their paid placements in the search engine results. Bad News for Google, Yahoo, AOL and Bing, but equally bad news for small business owners who have skipped out on paying for ads from the beginning.

Why is it bad news? Because the “big boys” (i.e big companies) are redoubling their social marketing efforts and pouring big bucks into SEO, potentially drowning out the less well funded competition. Don’t start breaking a sweat and hanging an html “Going Out of Business” sign on your website just yet, however. You can still get the social networking catch you need to keep yourself in business and not pay for it.

Search out the competition like a celebrity Paparazzo; be where they are and predict where they are going. Facebook, Linkedin, Twitter and MySpace are the likely hangouts for your corporate Goliath competition. Like David and his little slingshot, start casting stones where your competition is not.

There are smaller social networking opportunities, which can be better than the larger ones for reaching your specific customer base. Instead of casting a wide net in the ocean of networking, focus your efforts on the small coves where schools of your customers are hanging out, ready to take your bait. Xanga, Meetup, Xing, Hi5 and others are wide-open options to stake your claim of their market.

When you do stake a claim to a plot on the larger social networks like FB and MySpace, be unique. Your competition can’t be everything to everyone at all times, and you have the opportunity to fill in the gaps. Be online more often than your competition, post more and more useful information to your blog, incorporate different media into your online profile; make your page an experience and not a reflection of your website!

Getting Dirty: the pseudo immorality of buying links

There are a couple of purists out there who take real moral issue with buying links.  Is the practice of buying links really “dirty” or are those who can’t afford to buy links or have some primal fear of the SERP gods’ wrath peppering the discussion with conjecture and possibilities that never seem to materialize for dirty linkers?

The point of linking is to score points with the search engines and climb up some imaginary rope to the top of the results page.  If you have a new website it may take a very long time to reach page one, and no amount of linking, purchased or otherwise, is going to get you there if your web page is an abomination. For arguments sake your website is perfect but you are still nowhere to be seen on the SERPs , do you break down and buy links or do you wait for some benevolent website owner with high rankings to throw you a rope ?

Don’t believe all the hype about getting blacklisted by the search engines for having a few dirty links, in reality dirty links are the least of their concern when evaluating your website.  Google’s own words on purchasing links  Not all paid links violate our guidelines. Buying and selling links is a normal part of the economy of the web when done for advertising purposes, and not for manipulation of search results. Links purchased for advertising should be designated as such.” Buying a link is no more dirty than buying a button advertisement, the goal is one in the same, is it not?  You are paying for something in one place that you could get for free somewhere else, but if you really, really want THAT link and you’re willing to pay for it then by all means fork over the cash.

If your PR is perpetually low, and your scruples are fading fast and you’ve done everything the “right” way with no luck, dip your toe into the muddy waters of link buying. Beware, be spare, and be ready to trade that dirty link if and when an equally good link comes along to take its’ place.  Don’t feel the need either to atone for your SEO sins since it’s only the small business owner buying links that Google or the other search engines call “dirty”. Add a couple million dollars to your company’s net worth and the search engines would be calling you a corporation instead.

Comments (14)

  • Avatar
    Nick Reply

    Social marketing is an area that is constantly evolving. Unlike paid advertising which has really not changed much over the years social media brings something new every single day.

    January 18, 2010 at 7:29 am
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    Cambridge Who's Who Reply

    This is an excellent article. Social networking is very key for any business. And the competition is very intense. Anyway you can get your business online on a networking site would be excellent and very productive.

    January 18, 2010 at 7:52 pm
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    David D Reply

    There is no doubt that the social networking arena is HUGE. It is finding the right angle, something different that will help set you apart from the rest and stand out in a popular crowdplace and social networking is no different.


    January 19, 2010 at 3:44 am
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    Debt consolidation Reply

    Marketing through social networking sites is one of the most efficient technique of promoting websites and business nowadays. Good post.

    January 19, 2010 at 9:27 am
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    New Honda CRV Philippines Reply

    I just hope the big businesses don’t outdo us with buying links too 🙁

    January 21, 2010 at 7:30 pm
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      Gabriella Reply

      @ New Honda CRV Philippines Now now we all know they will…:) but that’s okay too. As long as you stay true to your craft and offer honest information your customers are smart and most people now are a lot more web savvy when it comes to bullsh*t

      January 24, 2010 at 6:46 am
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    Dennis Adam Reply

    It is very well information. All people want always to know all about things that you have been described here. It is very valuable that grabbing your fair catch of the social networking market. Now people will more confident about it.

    January 23, 2010 at 10:33 pm
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      Gabriella Reply

      As you establish a solid base in these social networks, it is important that you are absolutely transparent. Your name, profession, arenas of interest, and things that you have to offer should become clear to the others. I hope that helps! thanks

      January 24, 2010 at 6:48 am
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    Philippine Call Center Services Reply


    And that makes it really challenging and fun.

    It’s just too bad that not many people want to adopt this form of marketing–I personally think it’s GREAT for small businesses but it is also these same small businesses that doubt its power.

    January 24, 2010 at 7:31 pm
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    Acompanhantes Belo Horizonte Reply

    very good your text.

    February 10, 2010 at 5:49 am
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    tauros Reply

    Really the blogging is spreading its wings rapidly. Your write up is a fine example of it.

    April 30, 2010 at 10:53 pm
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    Miguel Ficht Reply

    What a coincidence! I was just searching for something like this a couple of days ago. It’s weird how you always find what you are looking for when you stop looking. Anyway, you weren’t obligated to post this but did it in your free time (I assume) anyway so thanks! I will have my daughter read this and possibly comment when I get home. Have a nice evening!

    December 30, 2010 at 6:15 pm
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    Hollis Szaflarski Reply

    Fabulous Article, i did being reading this web site recent many days but today i will spent the time to thank you for just a guidance one is swapping with us.

    January 18, 2011 at 12:16 pm
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    John Reply

    Social networking has become one of the best ways to target new sales. Twitter especially. It is just a matter of finding those looking for your products and services.

    Social networking is a great way to keep in touch with your customers too. I really like how we can get our customers involved in communication to let us know how to improve our service too.

    August 19, 2011 at 3:54 pm

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Grabbing Your Fair Catch of the Social Networking Market