Thursday, July 24, 2014

FUFISM INFOGRAPHIC discussing impact on SERP's

This infographic discusses how #FUFISM impacts on your SERP's and shows some of the many different aspects of SEO that need to work together  in a collaborative effort to generate meaningful Search Engine results pages for your intended target market audience.

FUFISM is a marketing philosophy where the social media is the core communication tool that allows the different sections of your SEO (Search Engine Optimisation) team to collaborate and share information,  in a manner that binds all your marketing, both online and off line into one single super marketing campaign.

It should be remembered that the purpose of SEO or Search Engine Optimisation is to ensure that your intended target market complete the call to action statements embedded in your online content after discovering your online content through using a search engine.

See  (http://4ubrand.blogspot.com/p/blog-page.html) for a definition of SEO
See (http://4ubrand.blogspot.com/p/fufism-functional-user-firendly.html) for a definition of #FUFISM

how #FUFISM impacts on your Search Engine Optimisation (SEO) and resulting search engine results Pages (SERP)  pages


Thursday, July 03, 2014

What is the VALUE of a link in 2014?

The question around the value of a link in 2014 is a complicated affair, and needs some careful evaluation from a variety of different angles.  Before we can discuss the value of a link we need to define what a link is and how many types of links there actually are.

We use the term Link very liberally in conversations these days as if every body actually knows what they are and how they behave in all the senses of the word, but this is very far from the truth.

The word LINK is an abbreviation of the term HYPER-LINK.  There are many different types of links, but all do the same thing, they act as transfer points to transfer the viewers attention from what is currently displayed on screen to a new screen with different information (read content).  A link is usually indicated by a visual change of the mouse pointer from an arrow to a hand,as the mouse pointer moves across the screen from an inactive area to an active area.   Different browsers or platforms and different operating systems have slight variations of the same theme, where the mouse pointer or activity indicator moves around on the screen under the control of (you) the end user, in many new mobile devices this is not so evident, as these devices use touch screens and the presence of an active spot may be indicated in a number of different ways, and is even some times not indicated at all but purely presumed to be an active image or link icon.

An active area is defined as the space where the hyper link is active and will function when the end user (you the viewer) clicks on the active space whilst the mouse pointer is in the active mode, or in the case of a touch screen  when you  (the end user) tap or double tap on the active area of the screen.


Links come in two basic disguises, a text link and an image link.  A text link is usually indicated by a change in the colour of the text, and may or may not have associated pop up alerts that inform the viewer (you) more about the link in the form of a text box.  In some cases you may also receive an on screen indication of some sort, informing you where the link will take you, but this is usually not present on mobile devices.

Example of a text link What is FUFISM 

http://4ubrand.blogspot.com/p/blog-page_14.htmlNotice that the question What is FUFISM above  is a different colour to the rest of the text on the page and that when you hover your mouse pointer over the coloured text a popup box informs you more about the link in question.

On the left is an image link, and when you click on this image you will be taken to a page (in this blog) that discusses hash tag marketing .

 So there are basically only two varieties of links  at text link and an image link.  You can use both of these in a variety of different ways, but at the end of the day there are only two distinct types of links. 

The first thing that needs to be considered is the total number of links that are generated every day, and how this vast number will in fact dilute the value of each link.  lets look at it from the perspective of a pie-chart, where each web site that has inbound links is a slice of the pie.

How many slices will there be, and just how thin would each slice be?   what would determine the thickness of each slice, would it be the number of inbound links, would it be the quality of these inbound links, would it be the age of the inbound link or would it be a calculated combination of all these plus many other factors?

The answer is that the thickness of each slice of the pie would be a combination of many different SEOVI (Search Engine Optimisation Value Indicators) some which we have control over and some which are totally out of our control, and some which we may influence, but not have any real control over.

Rand Fishkin had quite a bit to say about this issue in his whiteboard chat where he discussed whether links were losing SEO value or not and what SEO's ( Search Engine Optimisation Practitioners) should be doing


Links are very important for all search engines to find your pages and then index them, so if nobody links to a page in your web site and you have no internal links to that particular page then it will never be indexed by a search engine and thus never found by your intended  target market audience, unless you
  • send them the link to this page by email,
  • mention the link in a radio advert, 
  • publish the link to this page in some print media advertising or 
  • use some other advertising medium to get the link in front of the eyes of your intended target audience.

It is my personal opinion that links still have great value for search engines, and will do so well into the foreseeable future.  How we acquire, then manage  these recommended  links is an issue that needs very careful consideration, as there are issues that can cause some considerable damage to our web sites reputation and value in the eyes of search engines.   

There are issues such as GOOGLE's PANDA, PENGUIN and HUMMING BIRD ALGORITHMs as well as many others which need to be considered here, so take your time to understand the many diverse issues that impact on your web sites inbound and out bound linking policy.

Be sure to inform your social media team, as well as all others who work on your online marketing of these issues and get their buy in to your linking policies.  Link building is still a very important part of the OFF PAGE SEO  work that you need to manage, so take care and do things in a well managed and properly documented fashion so that you can later use this to evaluate your success or failures and work out what you need to change when things do not go according to plan, and your SERP's are not what you would like them to be.

Now before you get all philosophical and say what does the social media team have to do with these issues understand this...

SOCIAL SIGNALS ARE LINKS THAT CARRY SPECIAL SEOVI (search engine optimisation value indicators) WHICH LINK INDIVIDUALS TO ONLINE CONTENT IN WAYS THAT SEARCH ENGINES CAN DEVELOP TRUST FACTORS FOR BOTH AUTHORS OF ONLINE CONTENT AND INDIVIDUAL ENTITIES SUCH AS 

  • PEOPLE, 
  • G+ PAGES,
  • G+ COMMUNITIES
  • FACEBOOK PAGES
  • PINTEREST PROFILES
  • TWITTER PROFILES
  • INSTAGRAM PROFILES
  • WEB SITES
  • BLOGS
  • OTHER ONLINE ENTITIES
 So social signals are just special links that need special attention from an SEO perspective as these are becoming more and more important from a SEOVI (Search Engine Optimization Value Indicator) point of view and thus need attention within your marketing strategies that focus on online content.

So to answer  the question "What is the value of a link in 2014" I put forward the opinion that the value of a link in 2014 is an awful lot more important than most SEO (Search Engine Optimisation) consultants will tell you, so make sure that you understand what a link is, and where you should be focusing your OFF PAGE SEO EFFORTS so that the value of the inbound links to your web site / blog or other online resource can be optimized through your social media strategies in ways that align with your online marketing policies.

Wednesday, June 04, 2014

Google plus engaement issues from a #FUFISM perspective

Google plus is a great platform for a variety of reasons, with the primary one being that you will have a foot in the door as far as Google Search is concerned.  Google has many indexing issues with other social media platforms, and the walled garden effect is often very serious, with all non public posts being excluded from Google's sphere of influence.

Getting traction within any specific market is an ongoing issue that needs due diligence and proper interpretation of your target market audience, and when using the social media you need to ensure that those who follow you, or are within your social network form part of your target market audience. This means that you need to do true, in-depth target market research, and have a very clear understanding of who your target audience is and how you are going to interact with them in a manner that allows you to place your call to action statements. Google plus has specific options for you to do this via specialist business pages that are directly linked to your personal profile and associated page.

You do need to separate your personal life from your business life when doing any social media marketing. Failure to do this will lead to poor branding and mixed signals to your target audience.  You personal profile should be used as a platform to brand yourself as an ambassador for your business and community related pages within all social media platforms, and you should never be salesy or pushy within your personal profile page.  This sounds very easy, but is infact a really difficult thing to do.

You personal profile page describes you as an individual, and is where your personality and industry specific knowledge will shine through and allow others to interact and engage with you on a personal level.  once you have a personal connection then you may, if appropriate, lead this person down the conversion path to become a client, customer or fellow activist in your cause.

You should have a business page in place,  where you do business related stuff and push you business opportunities through links to your web site, your blog and other online resources.  You should also have a community page in place where your business issues are discussed in depth and you mange various sectors of your business opportunities, through different categories within the community,  informing those who have taken the time to join your community of your services, products, events and other areas of interest.

As an individual you should also be a member of  various communities that have links to your business model, your products, your services or the events that you handle. This is industry specific, and you will need to choose these after studying your intended target audience and their social media habits, so that you can lead them to your business page or your community without being pushy or obnoxious in any way.

Your entire marketing team needs to be up to speed with he various platforms and different sections of each platform that you, as an individual are using, so that your personal and business profiles can be used to the best advantage to interact with your
target audience in the most appropriate manner.

A post by +curator Circle  discussing some of these related issues within Google plus itself.








Thursday, April 17, 2014

Social media issues and SERP's

 I was following this conversation https://plus.google.com/u/0/+RandFishkin/posts/4keiQ5C4BF4 started by +Rand Fishkin of +Moz and replied to a comment, then thoght   hey this is almost a full blog post, so coppied it and pasted that comment here.

 I have made a few adjustments so that the information flow within my comment makes sense without reading the whole conversation, which evolved around SEO (Search Engine Optimization) and related marketing issues, where a big brand's SERP's were discussed, with the question being

Why did their face book page appear above their web site in the SERP's (Search Engine Results Pages) 

My response....

These are very tricky issues, and great care needs to be taken when creating content to ensure that links are functional, and that you do not always link to the same page within your blog or web site.

Linking to a home page only does not do very much good, as any single page within a single domain, can only carry so much domain value value, and the page rank value of any page is limited through an algorithm, so that it can not exceed any page within the entire domain by more than a fixed percentage difference of the domain value.  This keeps very small web sites out of the picture, and rewards the big brands with big sites considerably, as they can build a sizable domain rank value an awful lot easier than a small web site would, how ever there are other issues at play which mitigate this a little or considerably depending on who you talk to..

Getting the inbound links is one issue, but getting inbound links to a number of different pages is a lot more difficult, and this takes some serious effort on the part of your management team to ensure that all parties are on the same page in the company marketing strategy book.

In theory your social media  posts should link to different pages of your web site or blog, and discuss the content of that page, or at least be semantically linked to the page that the post links to.  Your web site should be set up so that a brand page on G+ is the registered publisher, and your authors should also have G+ profiles that are accredited as authors of specified pages within your web site or blog.

If you use the Google author and Google publisher methods to gain trust from Google your online work will do better in the SERP's (Search Engine Results Pages)

Problem is that people have got a *FRIGHT ATTACK* and now fear using links due to the associated penalties of *PANDA and PENGUIN* because they have not been properly informed by their SEO (Search Engine Optimisation) team on the issues related to PANDA and PENGUIN.  

These two Google Search Algorithms carry punitive SEOVI (Search Engine Optimisation Value Indicators) and distribute them out to sites that they deem are cheating or pushing their luck in some way.

The fact that a disavow tool even exists has caused some panic in the ranks of marketing folks, and they have spread the word that links can be poisonous to your site or blog.

This misconception needs to be put to rest, but I will not be doing that, as this creates work for me.  Links are still the most important part of Google's algorithms, and they will be for some time to come.  Social signals are also links, but they carry different information than a standard hyperlink, and also have a hook that drags information about the source of the social signal (you when you clicked the like button) along for the ride, with instructions on how to get back home, and where to deliver the parcels that they are carrying when getting back home, so that counters can be updated and verified.

Inbound links to a page are the most vital SEOVI (Search Engine Optimisation Value Indicators) and carry the most weight of any signals for Google to determine  your SERP's (Search Engine Results Pages)  It is for this exact reason that you need to link to your blog posts and web pages from within your social media posts.





If your face book page has more inbound links than your web site, it may appear above your web site in the SERP's (Search Engine  Results Pages).  to solve this issue, be sure to link out to your web site or blog from your social media profile in post that you make an a regular basis.  Be sure to link to relevant landing pages where the content is semantically linked to your posts, and do this often. This will or at least should generate enough links to your web site, as these are carried along in the shares, and re-shares of your faceBook posts








hope you understood this and found this useful.  for more see http://4ubrand.blogspot.com

enjoy you day further

other links on this blog that are recomended reading for this issue
http://4ubrand.blogspot.com/p/blog-page.html  (what is SEO)
http://4ubrand.blogspot.com/p/blog-page_4.html  (links and link building)
http://4ubrand.blogspot.com/p/fufism-functional-user-firendly.html  (What is #FUFISM)

Wednesday, March 26, 2014

The marketing benefits of a CATCH ALL email address?

MARKETING BENEFITS OF  USING A 

CATCH ALL EMAIL ADDRESS

CATCH ALL EMAIL ADDRESSES EXPLAINED

 A catch all email address is a very powerful marketing tool that comes along with owning your own domain, and as the name says, it catches all.  This is a very technical issue that is simple to implement and easy to use with just a little planning and an understanding of what a catch all email address can do.

An email address is divided into three distinct parts,

YOURNAME@DOMAIN

the first part (RED) is the user name on your mail server
The second part (BLUE) is the postal indicator
the third part (YELLOW) is your domain

To be able to use a catch all email address you will need to have access to the mail server for the domain in question.  If you own the domain then this is not an issue, how ever if you are doing marketing for a brand, product or service provider you will need to negotiate the use of a catch all email address with the IT or web section / division

Each active email address that a company uses is registered as a user with their mail server, and is set up by either the web design team, the internal IT division or a person appointed by the company to manage their email issues.     A catch all email address is a specific email address, which has been given special privileges and user rights on your mail server , and will as such receive all  emails that are addressed to any  non registered email user within your domain.

Many large email providers ensure that all unrouted emails are sent directly to the BLACK HOLE  (Deleted) as there would be an awful lot of unrouted emails. How ever most  companies that sell products and services to the public are small and have a low level of unrouted email.

So a catch all email address  is an email address that receives  all email addressed to  every unregistered username  on your company email server.



The next issue to consider once you have a catch all email address set up is,  how are you going to manage your catch all email address, and who will be responsible to ensure that all received emails are dealt with in the appropriate manner.

A catch all email address works best when you apply a #FUFISM based marketing strategy.

Your email service provider has already set up spam filters that will eliminate a large percentage of SPAM , and these include such things as the marketing of porn sites and the sale of VIAGRA  as well as some pay day loan offers that arrive by email.

You will need to set up filters to further sort out spam from customer interactions, automatically forwarding engagement emails to the correct employee's email address, then deleting detected spam, and following up with human inspection of the remaining emails to determine if they should be deleted or acted upon.

The marketing power of a catch all email address is not at first self evident, as it really comes to play in evaluating the ROI (Return On Investment) of individual marketing campaigns.  Imagine giving each marketing campaign it's own individual specific email address, and having stats on which email address  was used to convert prospects to customers, along with where each email address was displayed or used.

How to set up a marketing campaign using a catch all email address

 Create the content for your marketing campaign as per standard practice for your company / organisation .

In the call to action statement ensure that you are requesting a response by email.  Choose an email address that will have some meaning to your target market audience, and ensure that this email address is not registered with your email server as a user.

An example here would be seo4u2use@info4u.co.za if you were selling Search Engine Optimisation Services  and your domain was Info4u.co.za.

Be sure to  check with the person who reads the catch all email that they have re-routed (forwarded) the email address chosen for this campaign to the relevant person, and do a physical check by sending mail to the specified address and ensuring that it is received by the correct person before you allow your web design team,  your blogger or your social media staff to publish the content that you have created as part of this specific marketing campaign.

Once you have a few campaigns running you will soon be able to see which ones are working and which are not working by evaluating the information  flow patterns to each separate email address. The beauty of using this trick with a catch all email address is that you do not need to create a new user on your email server for each new campaign, then go through the rigmarole of  setting this email account up on an individuals PC or laptop.  All you need to do is ensure that the filters on the catch all email address are functioning correctly and that email sent to the campaign specific email address is re-routed (Forwarded) to the correct person, or persons within your team.

There are many other benefits that come along with a catch all email address, as it can be used in many ways to do a host of different Public relations things, like when you do an email survey, having the  email address read product.survey@info4u.co.za  where product.survey is relevant to the end user and their interests thus this  will elicit a trust factor and hopefully get better responses.

Another strange benefit of a catch all email address comes into play when people know your domain, but do not know any specific email address at your domain and they thus use a pot luck email address like help@info4u.co.za or ceo@info4u.co.za which your staff who manage the catch all email address will be able to re-route to the correct person within your company or organisation.

The marketing benefits of using a catch all email address are not easily recognized, as these are hidden in the  technical notes of the mail server architecture and the technical staff do not get along so well with the marketing staff at most places where I have worked.  This means that the technical details and marketing value of a catch all email address is not discussed with your marketing team, and thus most marketers that I have spoken to do not even know that such a thing as a catch all email address actually exists.

The ability to have many different email addresses that each refer to a position within your staff is a very powerful tool when used on the contact us page, as this creates the illusion that you are a  large, well structured and organised business. When a potential prospect takes the time to write to more than one member of your management team, as many people do, and gets personalised replies from each email that he / she sent the trust factor is elevated considerably.

Making use of a catch all email address is as simple as teaching a person how to set up a system to re-route emails to the correct person within your organisation, as well as establishing a set of filters  that automatically forward emails to designated email addresses to the correct active email address.






Tuesday, February 04, 2014

Content from a FUFISM perspective

CONTENT FROM A FUFISM PERSPECTIVE

To be able to discuss content from a FUFISM perspective we first need to clarify what is content and then elaborate on the purpose, aims, objectives and related issues of different types of content.   When discussing content from a FUFISM perspective we do need to remember that the primary focus will be on marketing within the online arena

CONTENT

There is very little difference between content and information, and these two terms can quite often be interchanged, with out distorting the meaning of the sentence.  That being said content and information are not exactly one and the same thing, as content contains information, but information does not contain content.

Content comes in a variety of different disguises and then in various combinations of these different disguises.  Each different type of content has its own subset of different media where it is found, and these are listed in the second list labeled content medium.

CONTENT TYPE 

  1. text
  2. images
  3. audio
  4. video

CONTENT MEDIUM

  1. printed material (books, news papers, magazines, files, flyers and posters)
  2. Radio (audio)
  3. television  (audio visual)
  4. digital and online  (computer files  /  web sites  /  blogs  /  social media  /  forums)
  5. verbal speech and telephone conversations  including interpersonal communications (lectures / teaching / meetings / customer interactions)
For us to be able to transfer information from one person to another or to groups of people this information must be known and understood by the originator, then  converted to a document / file using one of the four basic content types or a combination of these, then made available to the receiver of the information through a medium and  in a manner that the receiver will be able to interpret  and take some desired action, as in the call to action statement within that specific content.

Most information that a company has, is stored in basic text format and kept in files either printed or stored in digital format within the company intranet, which is accessible by the company staff.   This content is used to formulate policies and work flow issues as well as for general administration and management of the company or organisation.

As far as this discussion is concerned we will deal with a very small subset of content, which is created and managed, specifically for the purposes of marketing, advertising and related management of company marketing and advertising issues from a FUFISM perspective.

The marketing cycle

The management will establish procedures to create more content, which is purpose orientated to achieve specific goals, aims and objectives, and establish rules for the distribution of this content to specific target groups to further the purpose, aims and objectives of the organisation or company.

Now that we have established the basics of content we need to establish the purpose, aims and  objectives of having a FUFISM based content policy, and then establish a means to implement this policy so that we can use the company's existing content to create, curate and manage a FUFISM based social media marketing machine that will allow you to do your marketing and advertising from a well informed and properly managed base of operations.

So just to ensure that you are up to speed with what FUFISM is all about take a short detour and do some revision of what is FUFISM here

All marketing starts with (or rather should start with) a brief from the management to the marketing department discussing the product / service that they want exposed to the public along with the public's expected reaction and how this is expected to be managed further down the line by other departments such as sales, production, Public relations and general administration staff.

The marketing team take this brief and then begins putting in place the necessary content that will be managed, manipulated and configured into a format that is suitable for the chosen medium or media and then distribute this content according to the developed plan.  This is quite a lengthy procedure and needs to be properly planned so that the content can be created then released in a co-ordinated and well managed manner.

Content development Stage one

The first stage of content development starts  with studying the marketing brief and identifying as well as documenting the product / service to be marketed,  then analyzing this to determine a target market or group of different target markets.  Next step is the listing of the different mediums that your selected target market groups  use followed by calculating which media will be used to convey your desired call to action statement to your intended target market, and documenting this.

Target market research and documenting the the target market trends, practices and habits as well as their preferred communication channels and language use is an essential part of stage one in the content development cycle. 

Content development stage two

Now that you have a target market and the desired medium that your content will be channeled through you will need to start developing a content strategy plan that will entice your selected target audience to take the desired action on your call to action statement in a manner as dictated in the original marketing brief. This usually involves
  1. a web site 
  2. a blog
  3. one or more social media platforms
  4. Optional extras
    • news paper advertising  
    • Radio advertising
    • magazines advertising
    • billboard advertising
    • distribution of flyers
    • TV advertising
    • other branding  / advertising options
Each of the items listed in the list above will have their own content creation issues, and have their own content management plans in place that will all need to be co-ordinated and managed by a single person who will ensure that the FUFISM principals are in place so that these different efforts can work as one collective campaign with a few different micro campaigns doing their bit to entice your desired target audience to follow through the entire conversion process as determined in the original marketing brief.

Content development stage three

The four  pillars of your content strategy listed in content development stage two need to be evaluated carefully and then you need to adjust the content of each specific sector to match up and back-up all the other sectors, and repeat as is needed. This is essential and needs to be done as a collective effort by all who are working on your content from various different angles before it is published for the first time.  Plan your content publishing schedule carefully and ensure that these take place in the planned order, and that all cross linking is active and functional.  ensure that each piece of published content is functional and displayed online as it was designed to be, fixing all errors as soon as discovered or reported.

make any adjustments as needed, and follow up with aggressive social media support marketing. Be sure that you have briefed all staff who are in the call to action value added chain, and that everybody in the conversion chain has the necessary content to answer customer queries and solve related customer issues in the shortest possible time frame.

List of pages used during research for this post.  this list is not complete, but each link here is a worth a read.as it will expand on some issue around content, content creation, content curators and  content curation

http://fufism.info4u.co.za

http://4ubrand.blogspot.com

http://blog.discoveryeducation.com/blog/2014/02/01/curation/

http://www.softalkapple.com/blogs/factminers-more-or-less-folksonomy

http://d20innovation.d20blogs.org/2012/07/07/understanding-content-curation/

 

Tuesday, January 07, 2014

Pinterest and FUFISM

 FUFISM back ground info

#FUFISM or Functional User Friendly Integrated Social Media has many facets and covers a large spectrum of different strategies. Each social media platform has its own traits and needs to have its own set of in-house rules that need to be made available to all people working on your marketing team.

This means that your marketing management team need to determine a platform specific policy for each social media platform which your marketing team should have access to.  Each Member of your marketing team actually needs to have a copy of  each separate social media platform's policies and procedures after being work-shopped on the main purpose of using that platform within your total marketing strategy.

To some this may sound like a bit of over kill from managements directives, but if not done,  the results will not be any where near what they should be.  One must remember that the purpose of using social media as a marketing tool is to get the end user or your intended target market to specific pages within your website, where he / she will be expected to follow your call to action statement.

So how does PINTEREST fit into this picture?

Pinterest is a picture / image sharing social media platform that has many unique characteristics and we will focus primarily on the ability to have themed pin boards for pictures in selected categories. If you are not familiar with pinterest then you should take a short detour to www.pinterest.com and have a peep see what all the fuss is about before reading further.

The first step in this process of using pinterest as a marketing tool is to write up the purpose of using pinterest along with a set of aims and objectives as well as an in-house policy document on how the rest of your marketing team should interact with your pinterest profile and boards.  Each specific marketing campaign should have its own separate documentation for your pinterest profile, and share the pin boards that you have in place.

To be able to write up the purpose of using pinterest as a marketing tool one needs to understand what pinterest does and how this is done.  see http://business.pinterest.com/whats-pinterest/ for details

PINTEREST purpose related issues

From a FUFISM perspective pinterest is an image sharing platform that allows your marketing team to use a single  image reference in ALL other social media platforms in a way that it will funnel your intended target market back to the page where that specific image with its associated call to action live, in anticipation, waiting for your intended target audience to be enticed into clicking on your call to action statement.  This means that the original image MUST be enticing,  and clearly depict something that your target audience will relate to, such as your product or a very descriptive image that reflects your service or the idea that you are trying to convey to your intended target audience. see http://www.pinterest.com/pin/100275529177237087/  Remember that once an end user clicks on your pin he / she will be taken back to the original page where the image was first pinned.

Use a URL shortening service and generate a user friendly URL that will help you entice an end user to click on the link to your pin. example http://bit.ly/hashtag-marketing   this link  opens a page discussing hash tag marketing (#hashtagmarketing) in this blog.

Pinterest is a powerful social media platform that is growing into a must have marketing tool, as it adds very large volumes of SEOVI (Search Engine Optimization Value Indicators) to your online work. Pinterest has a large domain authority that spreads an awful lot of SEO value and is instrumental in elevating many web sites higher into the SERP's (Search Engine Results Pages)  If you can get others to re-pin your pins and share them, then the social signals associated with your pin will add further SEOVI to your pinterest profile, which in turn will boost your other SEO efforts. Pinterest adds true value to your semantic profile within all search engines, and this is of extreme importance within Google with the advent of Google Humming Bird Algorithm which has a very large focus on semantic issues.

IMAGE NAMING and descriptions

Referencing your pinterest pins in posts within other social media platforms adds extra value to your pinterest profile as a whole and the specific pin in particular.  You need to make use of this through using an integrated approach, and ensuring that you mention your pinterest pins in the correct context within your social media posts on all other social media platforms.  This is not such a difficult thing to accomplish when your marketing campaign  is put together from a FUFISM perspective, where the big picture is properly in the central marketing focal area, and your pages where your call to action statements are properly constructed using the image which you will pin within your pinterest profile as a visual hook with the in page assembly, using well thought through
  • image file names
  • Image descriptions
  • image titles
  • image alt text
  • image key words

PIN BOARD NAMES within pinterest.

This set of target market orientated image expansion tactics needs to be well thought through and be  well documented so that your copy writers who construct your other social media posts can use the same set of key words during their efforts to entice your intended target market to click on the link back to your page. The description of your pin within your pinterest profile should also contain as many of these words in well constructed sentences or partial sentences as you can so that they make clear and meaningful impacts on your intended target market should they read them.  This is also very critical from a semantic perspective as these efforts will add tremendous semantic value to both your pin and the original web page where your image and related call to action statements reside.

You will need to take some time and effort in evaluating the naming process of your different boards within your pinterest profile, and ensure that each individual board is named  and described with your SEO (Search Engine Optimisation) tactics in mind. These pin board names and descriptions must fit into the rest of your marketing plan, as they will be associated with your web site, blog and other online marketing avenues.

For more help in setting up your pinterest profile and related in-page SEO issues  contact our friendly staff at pinterst.help@info4u.co.za,  visit our Google plus page or ask your question in a comment on this post.

Monday, December 09, 2013

Basic information flow issues for FUFISM based marketing

FUFISM INFORMATION FLOW PATTERNS

FUFISM  is a marketing philosophy where the social media forms the core element in your marketing strategies and is integrated into your total marketing plan as the main communication platform which is dictated by company policy. 

#FUFISM is an acronym for Functional User Friendly Integrated Social Media, and is a very far reaching  marketing strategy which includes all the different aspects of SEO (Search Engine Optimisation) and is extremely target market focused. A FUFISM based marketing campaign originates with the management deciding on a  product / service or idea that they want marketed, then giving the marketing team a directive to develop a strategy that would achieve the purpose, aims and objectives within the company's marketing policy framework.

The marketing team will then establish a target market audience and generate some content around the product / service or idea that the management has instructed them to market, which is target market specific.  Once they have the content and have established a content marketing strategy, the marketing team would start by establishing a web page or group of web pages where the target market focused call to action statement and the conversion funnel end point are accommodated.

Next step is to write one or more blog posts marketing the web pages in question, which is followed up by using the social media to market both the blog posts associated with the web pages as well as the web pages themselves.  This is then backed up with the necessary social media links and social media platform specific logos being added to both the web pages and the associated blog posts.



You would now have a three pronged marketing strategy with 
  1. a web page or group of web pages as the base
  2. A blog that backs up the web page / pages and interacts with your social media platforms.
  3. One our more social media platforms that promote and interact with both the blog and associated web pages in ways that the intended target market can reach out to your staff and communicating directly with the appropriate  employees in your organisation through online based forms in your website, on your blog or through the aspects of the social media platform that you have used.

Thursday, November 28, 2013

The value of LOCAL SEO from a FUFISM perspective

To understand the issues connected to LOCAL SEO we need to put a few things into perspective. 

 

What is SEO is the first thing, and believe you me, this is a very big issue as many people have the wrong impression of SEO.  Quotes  from our pages discussing SEO follow to help you understand the issue.

SEO or Search Engine Optimisation should be defined as the collective effort of your entire marketing team in their efforts to ensure that your online information is found by your intended target market when they search for your information, products or services online.

 

a different explanation of what is SEO

SEO or Search engine optimisation is the collective online effort of your entire marketing team to ensure  that your pages are indexed in search engines in a manner that ensures that you get qualified visitors who are looking for your products, services or related information. 

So SEO  is thus not just the sneaky coded stuff that the technical guys add to your page, but includes, though is not limited to 

  • In page SEO through a variety of coding techniques within the HTML.as well as  context applicable content  that is target market orientated and well written by a good copy writer.
  • SMO (Social Media Optimisation) where the social signals and related links to your online information is worked on to maximize the SEOVI that are associated with social media
  • SEM (Search Engine Marketing) where search engine results pages or SERP's are the primary concern, and your online content is focused for search engines and not the end users of your content
  • SMM (Social Media Marketing) similar to SMO but focused on your social networks and not their social interactions with your content.
  • Content marketing where the content appreciation by your  target market is the focal area and not the search engines or social media platforms.
  • Link building and related tactics to generate inbound links
Managers need to understand that SEO or Search Engine Optimisation is a very big issue and it needs to be integrated into the company marketing policy and managed from the top in a co-ordinated and integrated fashion. SEO is no longer the stand alone department that it used to be, but should now be an integral part of any online  marketing strategy.
 
There have been many statements saying that SEO is dead, but these are just smoke screens to get you to follow some new approach to SEO in  disguised and minimized format.

The fact that SEO is not dead, but rather very active and growing is discussed on the 4u brand blog here

These tactics and many others are discussed in our blog page discussing SEO 

So what is GEO LOCATION,   #geolocation and #geolocationmarketing 

 

First thing we need to establish about local SEO is that it is GEO based and thus has a local Geographically  exclusive targeted audience. GEO based means that it is based on Geographical co-ordinates which are based on latitude and longitude readings,  as in map reading, with a two figure reading reflecting the exact geographical location of your brick and mortar shop, office, restaurant or business premisses by latitude and longitude

So for local SEO to be implemented the first steps are to establish some means for Google and other search engines to know the GEO Based information about your Brick and mortar location or physical location as in street address. This is best done by having a Google Local page where your business is indicated by a pin, or other marker, that you place on the map yourself, and backed up by doing similar on BING and Yahoo's platforms, as well as any other that you deem necessary.

You also need to ensure that you are consistent with your NAP info... (Name Address Phone  = NAP) across all platforms and in all online marketing strategies. This is vitally important especially since Google Humming Bird has flown into the picture where the semantics of all your online efforts are examined and utalised to determine your semantic mapping issues and related SEOVI (Search Engine Optimisation Value Indicators)

Google now places great emphasis on your GEO LOCATION for the context of an end users search, and if searching for a restaurant will return the closest listed restaurants in the SERP's, using your geo location, because of the semantic associations of your content to the context of the search.  see this INFOGRAPHIC for a better understanding

Geo Location Based Marketing ( #geolocationmarketing ) is thus marketing that takes your latitude and longitude into account, and focuses primarily on local SEO marketing tactics.  This is also very useful when people search for things near known landmarks and such as schools, hospitals, hotels and tourism based attractions which might be near your business.  an example for a search of this nature this might be "closest restaurant to sunrise point" or "nearest petrol station to M 25 East and M 22 North  intersection"

Next issue to consider is what all is taken into consideration when a user performs an online search.

 

With Google's semantic search, as associated with the Google Humming Bird Algorithm  your current GEO LOCATION as determined by a variety of factors is one of the prime SEOVI (Search Engine Optimisation Value Indicators) that are used.   If you are using a mobile device when you perform a search then Google looks at  a variety of additional issues, such as are you  walling  in a shopping mall or traveling between locations, and if so in which direction, and what mode of transport you are using. This is done through following your trail by means of  triangulation stats as supplied by your cell phone service provider or WiFi service provider, which Google can overlay on bus routes, train routes and major highways.

The time of day, and an end users previous search patterns are also included in this assessment of the semantic context of any  search query.

It is thus important that you have taken the time to consider the many issues connected to local search, and done the necessary research about you location and surrounding areas to be able to  make use of local vocabulary, local land marks and local businesses so that you may include these in your online content in ways that will make meaningful contributions to your local SEO efforts, which will then be better matched to a local search query for your business, organisation or the products and services that you offer.

 Local landmarks of any significance should be mentioned and any connections that these may have to your business should be exploited in your copy, in such a manner that search engines will be able to connect these to your business in the correct context. An example here would be if your business is within the hospitality arena you would discuss any historical landmarks from a tourism perspective, and how your business caters for visitors to the area, as well as how far you are from the specific land mark. Things like parking and access to your business are also of extreme importance here. If you business is in a shopping mall, then you should discuss the mall as a general attraction and mention other shops as well as related businesses within the mall by name within your content in ways that a search engine would be able to connect these businesses to your physical location as well. The new semantic search criteria are at stake here, and the connection between your business and the rest of the businesses within the mall as being part of a shopping complex is the issue that you need to have enforced through your content and related social media marketing strategies.

During your local SEO efforts you should try to mention your street name, your suburb name, your district name, your local municipality name, your post code (ZIP CODE), your phone number and area dialing codes, the closest railway station, local bus terminal names and any other local names that are used by your intended target market in their day to day conversations that may refer to your area or your specific location.

Local SEO is an awful lot easier in small towns than it is in the city, as there are many fewer competing businesses for the same street name, the same suburb name, the same town name and similar names, but this dies not mean that those in small towns should skimp here, but rather that they will do better if all the issues are addressed as completely as possible.

Local SEO favors small business over big brands, and is the small guys window to display their stuff near the top of the SERP's (Search Engine Results Pages) purely because big brands do not have a local presence of any significance.  This means that small business has an added advantage if they make use of the LOCAL issue in a manner that Google can interpret and attach local contextual meaning to their content.

Now from reading the above you will realise the true power of the local search issue when you take into consideration that Google uses the exact GPS (Global Positioning System) location of the searcher, and has means of determining the physical distance in meters between the searcher and your brick and mortar location which you have so meticulously crafted and entered into all those sneaky locations on Google Local and other online forums.

Local SEO is thus a very powerful sub set of your total SEO package that you should not ignore,  but rather enhance through a FUFISM based approach to your online marketing strategy.

 

Once again for those who do not know what #FUFISM is 


FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign

Pages used for research during this post... in no particular order.  Each of these links is a post in its own rights and will add value to your understanding of LOCAL SEO.

https://www.google.com/local
http://www.semrush.com/blog/tips/getting-started-local-seo/
http://smallbusiness.yahoo.com/local-listings/
http://www.localseoguide.com/
http://searchenginewatch.com/article/2293053/Google-Places-for-Business-vs.-Google-Local
http://searchenginewatch.com/article/2284954/Getting-Started-With-Google-Places-for-Business
http://localseo.org/
http://www.geolocalseo.com/
http://www.martinshervington.com/what-is-google-local-and-how-to-set-up-a-page/
http://4ubrand.blogspot.com

publisher  


Wednesday, November 13, 2013

The relationship between FUFISM and Hash Tags

Hash tags are very sneaky and devious symbols that add tremendous value to your online marketing within the social media sphere.    Hashtags (#) have been around for an awful long time, but have only been added to the social media marketing arena quite recently.  A list of pages that were accessed during research for this post and associated #hashtagmarketing concepts is appended at the end of the post.  These pages are not in any order and should each be accessed by you, as each one of these linked pages will add to your understanding of hash tags and the power that the #hashtag adds to your marketing arsenal.

For us to explain the powerful relationship between #FUFISM and #hashtagmarketing , as far as SEO, SMO, general marketing,  online marketing and social media marketing in particular are concerned, we will need to briefly out line each of these topics and a few other related issues, then we will discuss how they are interconnected, and  show you what we at Info4u consider to be best practice for effective #HASGTAGMARKETING or marketing using the # (hash tag) as a campaign search engine optimization tool that will carry campaign specific Search Engine Optimization Value Indicators.

  1. FUFISM     <=> Functional User Friendly Integrated Social Media
  2. SEO            <=> Search Engine Optimisation
  3. SEOVI        <=> Search Engine Optimisation Value Indicators
  4. SMO           <=> Social media Optimisation
  5. SMM          <=>  Social Media Marketing
  6.  CM             <=> Content Marketing
  7. SEM             <=> Search Engine Marketing
  8. SERP            <=> Search Engine Results Page 
  9.  #                  <=> the hash tag  (#hastag)


1) FUSISM  

The best explanation that I have used so far is found here  and is quoted below

Start quoe <<--FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign.  -->> end quote


2) SEO

Search engine optimisation is mostly a misunderstood concept, with many thinking that SEO is purely the technical in page sneaky coded stuff that helps  add SEOVI to your page,  this is how ever a very big error in judgement, as Search Engine Optimisation is an extremely wide collection of various fields, where many different disciplines need to co-operate in a co-ordinated manner and I suggest the you read more about SEO here      below is a quote from the page linked.

Start quote <<--  SEO or Search Engine Optimisation should be defined as the collective effort of your entire marketing team in their efforts to ensure that your online information is found by your intended target market when they search for your information, products or services online.  -->> end quote
 
3) SEOVI

SEOVI or Search Engine Optimisation Value Indicators is a term that I have started to use extensively to help me explain the term FUFISM.  SEOVI are basically the different variables that a search engine would use  in their algorithms to determine a relevant SERP that would supply the most likely answer to an end users query.  SEOVI are the online marketing  issues and specific tags within the HTML 5 set of tags, that are evaluated and assessed by your marketing team that would add some value for a search engine to your online work.

Social signals and related social media issues are also included as SEOVI and this is an awful lot more important, since the introduction of Google Humming Bird Algorithm, with Google's new approach to SEO, where semantics and the linguistics associated with semantics are now the primary issue to determine SERP's

See this Google Humming bird infographic and this post on the 4u brand Blog discussing Google Humming bird   for a deeper insight into the meaning of SEOVI

4) SMO

SMO or Social Media Optimisation is a new concept which forms part and parcel of SEO or Search Engine Optimization, but is focused exclusively on the use of social media and the associated social signals that would be generated through the different posts on different social media platforms and their collective interaction with the target page where your campaign specific call to action would reside.

The best person to follow on Google plus for SMO is +Joshua Berg as Joshua takes these matter rather seriously and blogs about SMO extensively. 

5) SMM

SMM or Social Media Marketing  is the core function of SMO where the social media is used as the basis for online marketing to a specified niche market within a specific social media platform.

Social Media Marketing is basically a sub set of SMO (Social Media Optimisation) within the bigger picture of SEO (Search Engine Optimisation) . SMO is getting quite a bit of attention since the introduction of the Google Humming Bird algorithm, but one does need to remember that SMM is just an off shoot of SMO and is in reality just one of the many components of SEO that you need to master in order to get the best value out of the organic SERP's in all search engines.


6) CM

CM or  Content Marketing is a core component of SEO that needs some serious attention. many will tell you that content is king and this is something that you do need to evaluate with great care.  The introduction of Google Humming bird makes this statement even more relevant, as the more content that you have online, the easier it is for Google to make better semantic correlations with your content and a search query.

Content Marketing is all about your content, and the content management plan that you have in place to manipulate your content through the use of data base management strategies, that display your content in a variety of different formats for different target market groups and different product lines within your various online resources, with the intent on ensuring that your intended target market enjoys your content and has a pleasant experience consuming your online content and engaging with you online.

7) SEM

SEM or Search Engine Marketing is a subset of SEO where the total focus is on the impacts of your SEO on the organic traffic in specific search engines. SEM does not consider the human element of things, and is thus (in our opinion at Info4u) a rather short  sighted approach which should be properly evaluated then used sparingly.

SEM excludes semantics and focuses on KEY WORDs to the exclusion of most other SEO related issues.

There are how ever many people who will try to convince you differently, and it is your choice if you allow them to fool you or not.  One must just consider the explanation of SEO as above, then think about how Search Engine Marketing fits into this picture to have a clear understanding of the real value of SEM


8) SERP 
 
SERP's or Search Engine Results pages are a search engines answer to a users query, and contain a list of links which the search engine believes is the most likely set of links that would contain the most relevant answer to the end users query. SERP's usually refer to the organic result, but are  also supplied in various other formats where ever a user searches online for an answer. Many of the social media platforms have their own in-house search which supplies SERP's drawn exclusively from within their walled gardens.

One must remember that there are only three different ways an end user may find your information.

1) luck or serendipity
2) due to some form of advertising such as
  • word of mouth or personal recomendation
  • radio advert
  • TV advert
  • print media advert (newspaper /  flyer / bill board etc)
  • PPC (paid per click) advertising and add-words marketing
  • directory listing or other online advertising
3) by using a search engine such as Google, Yahoo, Bing or any other search engine.

Search engines use #SEOVI or Search Engine Optimisation Value Indicators to asses the search values of a web page by processing these variables through a series of algorithms and then comparing the results to an end users query. This process starts long before a search is initiated by a search query, and in reality begins when a page is first crawled and indexed by a search engine of some type.  The search engines send out what are commonly called spider bots which scour the internet looking for all online content by following links already in their databases, and indexing the content of every online resource that they can detect, and have permission to access.

Search engines perform many small tasks evaluating this information and store the results within a variety of different areas of their very large databases for later use in other search algorithms. This information then remains idle and awaits the final search algorithm which uses the information in the various databases where the many precursory algorithms have prepared your pages information and compares this to the end users search query using a host of short search algorithms and returns an answer in fractions of a second.

A SERP is thus  a very complex issue that takes an awful lot of information into consideration and the #hashtag if present is just one of very many issues that a search engine has considered before passing you what it believes is the best possible solution to your query.

9) The Hashtag explained

The hashtag is a simple thing to implement, as it is done by preceding any typed word with the hash symbol. (#) The hash symbol is found on a standard QWERTY KEY BOARD as the "captial' of the number 3 on the upper row of numerals, or by holding down the shift key and pressing the "3" key

Note that some key boards in Europe and other parts of the world may be confusing as they have replaced the "shift 3" with other meanings, and the apple mac also has other issues see links below for more on this

Using the #hashtag  with any word adds special meaning to that word, and helps any search engine add special value to your niche search by including only values that contain this very exclusive SEOVI. (Search Engine Optimisation Value Indicators) in the SERP's for your hashtag.

So how does this tie in with your FUFISM based marketing and the (#) hashtag?

First thing you need to remember is that you need to take your time and establish a unique hash tag that will suit your marketing needs by evaluating your intended target market and understanding how this group will relate to your selected hashtag.  This selected hashtag needs to be unique and must some how be connected to your brand, your product or your event that you will be marketing.  see http://bit.ly/hashtag-power This hashtag must be short, sweet on the tong, easy on the eyes, soft on the typing fingers and relevant to YOUR SPECIFIC marketing campaign.

The real power is in the #FUFISM factors and how you envisage that you will integrate your selected hashtag with all the pieces of this specific marketing campaign into your overall marketing plan. You will need a well structured marketing campaign that is time specific, and focuses on all your social media platforms with a view of social interaction with your intended target market segments.

You will need to consider the following areas amongst many others which you will recognize as your plan progresses.
  • content marketing
  • Social media marketing
  • search engine marketing
  • Social media optimisation
  • Search engine optimsation
  • off line marketing strategies such as 
    • radio and Television
    • news papers and magazines
    • pamphlets and flyers
    • billboards and posters
  • target market identification and selection criteria
  • market research target market preferences
  • your marketing team structure and management style
  • Free flow of social media comments and company interactions
  • the ability of your marketing team to act fast and push the conversations in any specific direction without being overtly intrusive or abusive.
  • the preparedness of your entire company to become involved and supply the customers needs at large scale in short time spans should your campaign go viral.
So where do you start?
step 1 <=> define your purpose, aims and objectives of your current total marketing plan showing where the company objectives are being fulfilled, and have a written report on these issues.

step 2 <=> define the product, service or other information that you envisage marketing in your new campaign, showing how and where this fits in with your current marketing strategies, and make any necessary adjustments to your marketing strategies and policies that may be needed.

step  3<=> start building your plan for this specific marketing campaign by doing some serious market research and difine the following aspects in seperate reports

  • product / service / information definitions and associated literature
  • geographic location based data of targeted areas where your campaign should reach
  • break down of different target market groups as supplied by your marketing team
  • staff available with specific social media platform capabilities
    • face book
    • twitter
    • YouTube
    • google plus
    • Pinterest
    • tumbler
    • all others
  • blogging team
  • web design team
  • SEO consultants or inhouse specialists
  • marketing team with speciality areas listed : examples listed below
    • radio and TV
    • News papers and magazines
    • flyers, pamphlets and billboards
    • telephone marketing
    • cold calling reps
    • instore / in house branding
    • product branding / marketing
  • purpose of campaing
  • aims and objectives
  • other areas that come to mind for your specific industry
Now that you have a target market, a product / service decide on a campaign theme

Next brain storm with all involved in doing this preliminary research to determine a single hashtag that would suit your needs and then check for availability. If needed change the hashtag focus to be campaign specific. Remember that this hashtag should be used in general conversation, so choose wisely and do not be silly about the choice of hashtag.

special note : research your chosen hashtag and evaluate what is there before proceeding.   You may get some very strange and negative issues if your choose badly.

before using this hashtag anywhere discuss this issue verbally with your main management and get their approval in writing   (make sure they do not use this hashtag early, because this indiscretion could cause failure of your campaign) Once you have this approval get your team together and discuss the timeline for your campaign and work out the finer details of how you expect your target market to react and where your call to action statements will be marketed, as well as  how these will be handled by your team once your intended target market starts to respond.  Have a back up plot in place to handle all those who fall outside of your intended target market who get all caught up in the hype and have a way to move  them out of the conversion funnel in a happy way, do not just use a filter and discard their interactions, but rather find a way to apologize for misleading them and show them other related areas of your business where they may have an interest, as they have shown an interest in your campaign, and proof of that is that they are now an in your face problem which needs delicate handling.

Put your landing pages with your final stages of the conversion funnel in place first, once these are functional, work backwards through the conversion funnel and when there are enough steps in place start the offline marketing camapaign and go at it full speed.

Follow up with serious social media posts with links to the landing pages of different stages of your conversion funnel, and ensure that each post within the social media contains at least one iteration of your campaign specific hashtag. Try to use this hashtag in the general conversation within the social media  when ever possible.

Remember that this hashtag has by now been marketed in many places, such as news papers, magazines, flyers, pamphlets, Radio and other trans media outlets.

If you have done the FUFISM thing correctly then your administration staff, your sales staff, production staff, your public relations staff and all others will be prepared and waiting, just in-case your campaign goes viral.

once again just to remind you we will expalin the term FUFISM

FUFISM is a marketing philosophy where the social media forms the core  functional element of the communication factors involved in online marketing and is used to integrate all the different marketing strategies into one coherent and integrated project where each marketing campaign may be worked on in isolation, but remains connected to the whole through its links to the social media as well as the publisher and the author or authors of the various online components of each campaign

Now  you need to remember that each social media platform works in conjunction with all other social media platforms, but is a separate mini campaign within this specific marketing project.  Each separate social Media platform needs to be integrated into the main campaign through an integrated approach and as such you will need a campaign specific manager who will manage the integration by running a database that lists each social media post with a reference number so that  cross referancing things becomes a simple task, where every post is available to all team members across all platforms.

The reason for this is multi purpose and includes : 

  • so that images may be pinned in pinterest and then referanced in
    • facebook
    • twitter
    • Google Plus
    • your blog
    • your web site
    • other online resources
  •  So that posts in Facebook may be referenced in 
    • twitter
    • Google plus
    • your blog
    • your webiste
  • so that posts in Google Plus may be referenced in 
    • facebook
    • twitter
    • your blog
    • your web site
 You get the point here, all your social media platforms must cross referance all the others in natural ways and expand on the topic as is discussed in those posts, but keep in focus your conversion funnel which must be the primary objective of all your social media conversations.






Each post should try to get the viewer or end user of your information one step closer to the final stage of your conversion  funnel.  This means that your conversion funnel must be well documented and distributed to all participants so that each person working on your specific hashtag campaign knows who your intended target market is, and who is not to be taken through the conversion process, but gently lead off to other areas of your total marketing campaign where they may fall into other target market zones.


Marketing using the hashtag (#) is quite a simple task, but involves an awful lot of planning and a tremendous amount of team work.  You should never just add a hashtag without going through the research motions first, as there can be some quite nasty surprises down the line when others jump on the band wagon and start to use your tag in strange ways which have a negative impact on your brand, your company or your event.

Always take your time and put a well thought through plan of action into place when using a new hashtag, as things happen and your hashtag campaign could by chance just suddenly go viral, and you will need to be prepared for this, especially when there is a negative connotation attached to your hashtag by the public.

hope this helps you with your online marketing and the correct use of the hashtag.

list of pages used during research for this post.

NB these links are in no specific order, and each listed link is a good read in it's own rights.
http://www.realsmo.com/
http://4ubrand.blogspot.com/2013_11_01_archive.html
http://en.wikipedia.org/wiki/Hashtag
https://support.twitter.com/articles/49309-using-hashtags-on-twitter#
http://mashable.com/2013/10/08/what-is-hashtag/
http://news.yahoo.com/blogs/what-is-buzzing/hashtags-them-properly-111006808.html
https://www.facebook.com/help/587836257914341
http://www.hashtagsa.com/
http://mashable.com/category/hashtags/
http://www.insidefacebook.com/2013/11/11/facebook-pmd-offerpop-launches-hashtag-gallery/
http://www.urbandictionary.com/define.php?term=hashtag
http://machash.com/mac-hash-key/
http://www.siliconbeachtraining.co.uk/blog/apple-mac-keyboard-hashtag-where-is-it
http://www.hashtags.org/
http://socialmediatoday.com/mila-araujo/1776991/using-hashtags-social-media-business-how-to-guide
http://searchenginewatch.com/article/2305444/The-Role-of-Hashtags-in-Social-Media-and-Search
http://www.huffingtonpost.com/2013/11/12/small-business-hashtag_n_3991246.html 
http://www.digitalinformationworld.com/2013/11/infographic-the-power-of-the-hashtag.html
http://www.brickmarketing.com/define-search-engine-results-page.htm
http://moz.com/blog/mega-serp-a-visual-guide-to-google
http://searchengineland.com/infographic-google-search-results-174190