Social is for the Sensational, SEO is for the Savvy
“Everyone seeks recognition, however, the kind of attention that’s commanded is determined by the nature of the environment.”
Social media has its strengths; general savviness isn’t one of them. It isn’t that most people aren’t smart, it’s that they get influenced (this goes for publishers as it does general users). Word-of-mouth advertising begins to get misconstrued once a third party enters the picture. Imagine what happens after a dozen, hundred, thousand, or even million individuals join in on the conversation. Things get blurry. While it may be arguable, we see it as not being the case with SEO.
SEO is about decision-making (once again, on the part of both groups, content creators and those for which the content is intended for). It's about connecting what one person needs or wants with the quickest, closest available solution. The medium is words (even where video and audio are concerned), and there are no obstacles or detours aside from the occasional paid ad. This makes lead-generation for business owners and other website publishers not only quantifiable, but personable as well.
Neither SEO nor social media marketing are exclusive to individuals & companies seeking financial gain, directly. Non-profit organizations use them to increase awareness of their cause. Politicians utilize these platforms (i.e., search engines and social networks) to sway votes in their favor. Teenagers & young adults gain readerships and other types of followings through them as percursors to a career of interest. Everyone, essentially, wants attention or recognition keeping in mind that the kind of attention that's commanded is determined by the nature of the environment.
The purpose of this post isn't to compare social media with SEO as a strategy. We think most would agree that the open versus closed (system) argument is getting old. But a fundamental question does need to be asked: Which is more important — popularity or leads?
Instant gratification has its place, but we would imagine that whoever (or whichever entity) is seeking to increase their targeted traffic is in it for the longterm. They're building something sustainable founded on not only brand awareness, but a strong reputation as well. Especially in uncertain times, focusing on today's bottom line exclusively isn't enough. We need to grow with direction, with conviction. We most definitely can't let the potential excitement surrounding our expertise get in the way of what matters to our customers, our members, and ultimately — our families.