< Back to Blog


January 2016

Category: Search Marketing


A thriving online community is vital for search and creates brand ambassadors, but should you create your own social tools, or work with the existing social platforms? And how can you integrate your social media campaigns into your digital marketing plan?

We all know that as a communication tool, it can:

Promote products and offers to followers and fans.
Provide followers and fans with an opportunity to contact a brand publicly.

As a search marketing tool, it can:

Signal your authority to search engines.
Provide unique user-generated content for your site.

As a recommendation tool, it can:

Be used to generate reviews, which can in turn be used in search results, both organic and paid.
The Tenant Portal provides a secure community for tenants of specific office blocks, where each tenant can create an individual and company profile and share useful information, deal and offers. The portal has helped instil a sense of community into the buildings, encouraging businesses to use and recommend each other’s services for their mutual benefit. After all, isn’t it easier to use the accountant just down the hall rather than travel halfway across town?
We could have created a similar community for each building via a LinkedIn Group, but this would have been open to imposters and spam marketers, which would have quickly devalued the group. Using a larger social platform to develop a tight-knit community could run the risk of losing the message and users amongst the plethora of other information available.
But a unique platform isn’t always required. If you can have an open discussion (and you have the manpower to monitor it), then the sensible option is to utilise the power of social networks, especially if you are trying to promote your services to the wider world. All brands should have a visible social profile; there are techniques to create user groups within your online community. Within these user groups you may identify the holy grail of brand ambassadors, i.e. people who will evangelise for your brand, so why hide these behind a password?

There are positives and negatives for both, but the most important thing to consider is this:

which would your audience prefer?