Content sharingAccording to a recent dotCommerce report, over 70% of brands with social media presence fail to publicise this on their website.

For many retailers there are quick wins for content aggregation that are seemingly untapped. It costs time and money to build social profiles and generate compelling content, so why do so few companies ensure it has the biggest possible impact?


You don’t have to pay for the simple ideas. This blog looks at five quick wins for content integration, giving you easy to follow advice to increase the reach and impact of your content.

1. Link to your social profiles on every relevant website you own

The first rule is: don’t plaster websites with social media links if they are not relevant to that site and add no value to the visitor.

However, if you are running Twitter and Facebook profiles, it is a no-brainer to add links in your global navigation. I know some web owners are fearful of distraction but not every visitor is there to transact; giving them an additional source of engagement with your brand can build relationships and help bring them back when they are ready to do business.

  • Incorporate visual, keyword optimised links in your global navigation.
  • Add tracking code to links to measure click through.

Major brands like Go Compare and niche brands like Accessories Online use this effectively on the homepages:

Social media homepage links

2. Share video content across profiles

Customers are increasingly using and sharing video content online. Google has announced its move to index spoken content in videos to increase search result relevance. Videos can increase traffic and conversion rates. There is commercial value in spreading the reach of your video content:

  • Create a central video database that your customers can search and view on your website.
  • Tag videos with relevant keywords to help customers find what they want.
  • Add videos to a branded YouTube channel.
  • Embed the YouTube URL on relevant product and content pages via your CMS.
  • Post links to videos on other social profiles like Twitter and Facebook.

3. Integrate blog content with social networks

A key challenge with your blog is to get people reading it, coming back for more and telling others about it. To achieve this, you need to expose your blog content to relevant people. Tap into your social presence:

  • Set-up automatic tweets for each new blog post.
  • Enable people to retweet your blog using a tool like Tweetmeme.
  • Add blog links on your Facebook wall.
  • Add an RSS feed to your blog engine.
  • Register your blog on Technorati – it may not have the same impact in 2010 as previously but it is worth doing for little effort.
  • Seed your blog content with relevant 3rd party websites and other bloggers – build relationships.

4. Share your photostream

Photos are a good visual way to communicate the value of your brand and products; they can also create a more informal relationship with your community by providing glimpses of the people in your company and showing what you get up to.

  • Add new photos to your Facebook fanpage regularly.
  • Create a free Flickr account and upload all your photos; tag each photo to help increase search visibility in areas such as Google Images.
  • Tweet about your Flickr photostream and tweet links to photo content on your website.
  • Enable customers to upload photos via your website and add these to your Flickr photostream.

5. Support social bookmarking

By adding a simple piece of js code into your html, you can allow people to share your content across their social networks. Use a free tool like Add This and incorporate this functionality across all product and content pages including your blog posts, videos and photos.

Add This social bookmarking

6. Measure and monitor customer engagement

Every action should be measured to understand where your time is best spent. Make sure your analytics tools are tracking all this activity so you can compare each channel.  

For example, for YouTube videos:

  • Monitor channel views and video ratings in your YouTube channel.
  • Compare against the same metrics for the videos embedded on your website.
  • Create a segment in your analytics tool for YouTube traffic and compare performance of this segment against other segments.
  • If YouTube traffic drives greater on-site performance and conversion, invest more time and effort into your video content and seeding.

It’s not rocket science. I’m not exploding ideas that will change the world. But it’s often the simple things that go untouched yet can have the greatest impact on website performance (visits, engagement, conversion etc).

So take a step back from the social media obsessed world, think how you can make simple changes and then monitor the impact.

Please drop by with other suggestions and updates on results if you try any of the above…