Many online advertising commentators are suggesting the increased use of social outlets alongside other skills such as search engine optimisation. Other online advertising commentators would argue that search optimization is now a lost cause, and reactions from social outlets have a more significant effect on a website’s organic search engine positioning than any action performed by search engine optimisation consultants. The latest feature on social outlets is based on location. Facebook is launching Facebook Places as an alternative to Foursquare, a social outlet that is not as well recognised in this country but does already have some followers. It is expected that Google will launch a similar programme.
The basic premise of a location programme is that when a location client arrives at a location registered in the programme, he “checks in” so that the location operator is aware that a programme member is present. Thus, loyalty bonuses may accrue based on the number of times the client has checked in, or on the number of programme members are present. There is also the assumption that the first thing a client does on entering a bar is use his phone instead of using the location for its main reason. For enterprise owners who cannot understand the benefits of such a location loyalty programme, Foursquare includes case histories documenting how organisations have made use of the programme.
The sort of enterprise that could gain from this has to be social venue, such as a nightclub, and it is difficult to understand how any other type of enterprise location could profitmentions of an enterprise on a social outlet will have a suitable search engine positioning on a search request, but they are unlikely to include keywords that have been used for the search request – it will probably be a reference to the enterprise name. Similarly, if check-in references appear on a search results page, how informative will they be? search engine optimisation is more directed to the chosen keywords that a prospective customer will use who is not aware of your company name. Using search optimization skills may make your enterprise more noticeable to anyone using a search regardless of their social outlet preferences.
Facebook Places and Foursquare seem to represent alternative ways of operating loyalty programmes if your typical customer is someone permanently welded to a mobile device and could be interested in your nightclub and feels compelled to tell all his social contacts where he is at that precise time. By providing incentives to location programme members it can be a way of attracting consumers on what would be a quiet night. To many people, these location schemes are just another invasion of privacy. Online advertising commentators have also noticed the opportunity for abuse of these systems. To everyday consumers who prefer to stay away from the social outlets for whatever reason, and organisations that can see no justification for a social presence, conventional search optimization skills will still have a greater effect through an enhanced organic search engine positioning on a conventional search engine.
