According to Sean Bruich, head of measurement at Facebook, “Topics related to brand or about the brand were significant predictors of increased engagement. When pages post about topics related to brands, they increase engagement.”

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Lee shares his insights on the importance of attribution and view-through models as it relates to digital search campaigns. He cited the differences between offline media marketing and digital media in that, “Offline search stimuli are very difficult to put into an attribution model” whereas  “the promise of digital is that the data points are much more trackable, particularly the paid media touch points, such as paid search clicks and display media impressions and clicks.”

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As quoted in AdAge, Lee says, “The meaningfulness of this from the social perspective is that the Facebook social graph is a far more useful and mature graph than anything Google’s been able to put together”. Bing’s upcoming sidebar product is similar to the  Facebook “ticker” which is familiar to users, so Lee adds, “It might resonate to the extent of making people prefer Bing”.

As quoted in Internet Retailer, Lee says, “Bing may actually be able to get some heavy Facebook users to prefer Bing results over Google’s, which would be a major coup”. With regards to how these changes will affect search advertisers, Lee adds, “There won’t be an immediate impact for advertisers, but it may indeed make Bing a better search engine.”

It will be interesting to see how these changes will affect consumers who tend to primarily use Google as their search engine.

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1. Search engine and directory listings – shows SMB’s whether their company is listed in site and directories, including Yelp and Yahoo local.

2. Online reputation management -gathers information from sources, and provides a bar chart score for the company’s reputation. The free version also shows two recent reviews and comments made about the company.

3. Campaign tracking – for search engine marketing and search engine optimisation.

4. Site traffic analysis – allows SMB’s to view performance metrics, even Google analytics results.

This tool is an invaluable asset for SMB’s since it can help grow their business by keeping track of their activity, and for Yahoo, it’s a way to let other search engine platforms like Google know that Yahoo is still in the game.

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Lee shares his insights on how Facebook ads become valid once brands incorporate them into the marketing mix. According to Lee, “Once Facebook ads spend becomes material, it belongs in the [MMM]. If you are only dabbling, it’s going to be too difficult to understand the impact of your Facebook advertising.”

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1. The launch of Google Adwords self-serve video advertising and how it can be beneficial to your paid-search advertising programs.

2. The different variables surrounding the recent drop of Facebook’s advertising revenue between the end of last year to the start of this year.

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1. Build quality links – with Google determined to punish sites that over-optimised, make sure that your links don’t get lost in the ether

2. Take a step back – don’t add more content to the site. Rather, observe other sites and devise a plan on what changes you may want to do next.

3. Observe sites that outrank you – compare newly ranked sites and compare them to sites that have maintained their positions, to spot for trends.

4.  Act on your observations – after examining all the information you have observed, plan your strategy on how to best improve your site.

Following these steps will enable you to reformat your site if needed and ensure that your site does not go through a see-saw effect.

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