Social objects are content or media (blogs, newsletter, pics, podcasts, videos, etc.) that induce a response in the forms of likes, shares, follows, retweets, diggs and comments in the various social networks and communities online. Social objects orbit the web like homing beacons driving traffic to their site of origin, increasing search engine optimization and raising a brand’s presence across the Social Web.
We all know that content is king and you want to incorporate a value proposition into the objects you create, thereby increasing the likelihood that others will engage with it and share it on their social graphs.
Establishing a syndication network for your social objects is key and you do this by setting up profiles on Flickr, Youtube, Facebook, LinkedIn, Twitter and other communities of value to your brand. When distributing a social object, employ the different platforms in concert to announce its release with an understanding of the inherent culture of each social network or community.
Blogs for example should generally be published very early in the morning, around 2 am and earn the greatest number of links between 6 am – 7 am. They typically earn comments between 8 am – 9 am and ReTweets in the late afternoon.
Based on this information a successful announcement strategy would be to publish your blog at 2 am, post and share it on Facebook at 7:30 am and Tweet about it between 1 pm – 4 pm.
Titles play a significant role in the shareability of a social object and the culture of each social network influences the way you title and describe it.
For instance knowing Facebook is like the Jersey Shore in that ‘sex’ is the biggest linguistic content shared on the platform should influence the titles you choose for objects distributed on that network. On Facebook, sex and positivity sells.
Half of SEO is due to inbound links so, create remarkable content, get it to the linkerati and get them to link to you. In the immortal words of Brian Solis, “Engage or Die!”