Is Social Media replacing SEO?

This Blog post has been circulated among some of my colleagues to inspire some creative thinking. They look at Google Trends and the trending of searches on Social Media and SEO. This particular post seems to be taken from an industry perspective.  Now, it has me thinking – Let’s look at this from a user perspective and how that influences our marketing decisions, and how we craft our online marketing plans and initiatives.

The question for me is: Is Social Media replacing Search for individuals searching for information online?  Google’s mission is to organize the world’s information and make it universally accessible and useful.  As a user, and as it pertains to my customers (and prospective), a B2B user that is, Google is essentially the go to place to find information on different vertical markets (new and old), product/vendor reviews, finding new customers, new publications to read, etc.  Social Media, on the other hand, currently allows users to create online networks of friends and peers. I often times leverage my social networks (yes, more than 2) to sell stuff, share exciting personal and professional news, spread the word on great job openings at my company, etc. Both mediums have very different uses. AND, people use both mediums in very different ways. Ultimately, there is some overlap (I might ask my social networks for info on work searches), but really depends on how you built and use your network.

So, what does this mean to my business?  Marketers need to remember that no one marketing vehicle should comprise your entire marketing plan.  Know how your customers are using these networks, and build strategies around creating a dialogue with your customers appropriately. Create content and websites that are SEO friendly. Create a social media campaign that encourages engagement and community.  Find new customers using search.  Strengthen relationships with current customers using social media.

It’s not all or nothing. Do both (and 5 other things) as they are all equally important.  And most importantly, measure and analyze. This is one of the many steps people forget.  If it’s not working (driving business somehow, either directly or indirectly), don’t do it anymore. I should also point out that what the web, and in particular social media, looks like today will be very different next month, next year, and beyond. Be prepared to change.

4 Responses to “Is Social Media replacing SEO?”

1. Peter says:

   April 19, 2010 at 4:15 pm

   Hi Jaime,

   Good post, I think the two key points are , building engagement and community and to remember to measure and analyze.

   I’m not sure, but I think both sides of the camps, service providers and service receivers need to be aware defines success and I guess in what time frame success should be measured?

   As you know, setting expectations, especially around SEO are crucial in any client engagement.

   I still think that the search engines are key to B2B online success – B2C may be different…
2. Jaime says:

   April 19, 2010 at 4:21 pm

   Defining success is definitely a critical factor. You need to know what you’re working towards. Thanks for the read.
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