Social media 'can drive traffic and build relationships'

15:00 22nd December 2009

Online marketers should use social media because it can drive traffic, build relationships and allow a brand to be monitored.

This is the opinion of Search Engine Journal (SEJ) contributor Jennifer Horowitz, who focused her article on the use of micro-blogging portal Twitter.

She said along with being a key component of search engine optimisation, the site can also position a businessperson as a respected commentator in their field.

For this reason, it is important that users participate and join conversations by retweeting – this is where a correspondent reposts another person's message, preceded by the letters RT.

Ms Horowitz explained: "If you never RT other people or promote anyone else, it quickly becomes obvious you are all about your own agenda. Make sure you take the time to help others out."

In terms of tone, users should aim to be respectful and appropriate, but not appear too businesslike or "stuffy", she added.

Meanwhile, to drive people to follow a Twitter stream, adding the address to an email signature could be a good idea, the correspondent said.

In related news, SEJ commentator David Harry recently suggested online marketers need to have a solid keyword research program for their search engine optimisation campaigns.