#Search and #Social

I love reading, buying books and keeping them. My college teachers used to call me 藏书楼主, meaning keeper of books towers.

In 2014, I bought the book: Search and Social- The Definitive Guide to Real-Time Content Marketing.

I read it, and wrote to the writer, Rob Garner.

Rob replied, and invited me to ClickZ Live Shanghai to help him with translation work. We met, we worked together, we exchanged ideas. He became my mentor. We are now friends.

Recently, Global Managing Director at Ogilvy & Mather, Thomas Crampton recommended Rob’s book as one of them to read to learn more about social media. So I shared the news with Rob, and it triggered me to read the book again.

Search & Social: The Definitive Guide to Real-Time Content Marketing

Search & Social: The Definitive Guide to Real-Time Content Marketing

The book is very used. Ignore the dog/cat/monkey whatever you call it ears.

Reading the same book again gives me new perspectives. As I meet more people, discuss digital and social media, I begin to ask more questions.

I always hear people (especially “Social Media” folks) say: Digital and Social Media are completely different! Don’t lump them together. Are you sure?

I hear people say: Having a good social media strategy and community boosts your SEO. Do you know HOW it helps with SEO? (I often wonder why clients don’t ask WHY. You would want to know if the person you are engaging services for knows what he/she is doing.) No doubt one can be better in social media and wants to focus on that, but it is important for the same person to have basic knowledge of search, analytics, and even media strategy to come up with a holistic view and plan for the brand.

I hear people say: Keywords are important in social media content. Do you know which are the long-tail keywords? And how do you avoid looking too spammy to the search engines?

I hear people say: I only do social media, I just need to know the platform and user behaviour to do a good job. Even as a community manager, you need to know what are some of the keywords to use in your replies and communications to the public. You need to know what are the latest trends, and these results come from top trending keywords. Eg, Twitter and Facebook has trending hashtags. That’s part of search! Search engines can help provide you with clues on what’s trending too! That’s SEARCH!

I had a conversation with a digital planner, and she was surprised that I mentioned social media is part of digital, I don’t see it as silo. It never occurred to me that social media is a separate entity from the whole digital ecosystem. If you call digital the parents, then social media platforms would be the kids. They will always be related by blood, that flows and transcend boundaries.

I am never stingy about lending my books out. But I will not loan Search & Social out, with the fear that it will go missing. If you want to read, try the library if you don’t want to buy one. Rob has his book in Chinese as well.

Rob, this post is dedicated to you.


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