Eric Enge focused his presentation on the benefit of social media marketing for SEO and link building, where he feels it has the most impact.
First he said to go find the brands that do it well and figure out what they are doing and copy it. Engage the audience. For instance, try using a “fill in the blank” on your Facebook status, like “What I really want to be when I grow up is _________”. It’s also important not to only share just your own content.
At the end of the day, for SEO, you have to work with the influencers. They have larger audiences and their recommendations are more trusted by fans and the engines. Bigger isn’t always better — measure how their connections respond. Check their Klout score.
In Twitter, look at the following to follower ratio. Some other things to consider are:
number/authority of relevant followers
authority and relevance of people who click on links you share
authority and relevance of people who retweet you
your “type” according to Klout
age of your account
Eric shared a table of what Bing and Google can see in social, which is changing all the time. He also shared the formula for Facebook’s edgerank, which determines how content appears in the Facebook newsfeed:
u=relationship of person who put it up
w=weight for edge type (create, comment, like, share – photos get more weight, likes get less weight)
d=time decay factor
That’s important for SEO because it gives you potentially more exposure for SEO links.