Social Optimization – The Theory Of The Slow Drip
Social optimization is not always about working on your own pages. It’s not even about working on your social profiles. Sometimes it can be all about promoting the content of others.
If you write a particularly good piece of content that others take up and add to and include links to your content (particularly through quotes) – do you promote those sites? If not, why not? Twitter is a perfect vehicle for promoting those pages. I can just see the tweet – “joe blogs has taken up the issue at link – good points made” or similar.
Is there anything wrong with this tactic? I think not. First and foremost, those who have read your post may well find interest in what others have to say. Will the other writer mind? Of course not! Is it seen as self promotion? I shouldn’t think it would. I think it would be seen as adding value to your own work. Is there any benefit to you in promoting that content?
That last question is ultimately the most important. I think there are several reasons to say yes. The first is your authority and reputation. You have an opinion and have voiced it in your content. You have shared the opinion of others (even if they argue against you). That has to boost your reputation at least.
I mentioned the theory of the slow drip. Every link coming in to your site has an accumulative effect. If you have a hundred links coming in, it is like a hundred pipes, each with a slow drip and your site is the bucket underneath. Those hundred drips could soon fill that bucket except that every link leaving your site is another slow drip emptying the bucket.
By promoting pages on other sites (that just happen to have a link back to your site), you are increasing the value of those pages. Don’t get too excited. The effect will be minuscule, almost immeasurable except for the fact that search engine algorithms work in such tiny fractions (one of the reasons that PageRank was never an effective measure). If you can boost those one hundred links by a fraction, the accumulative effect could be quite valuable to your pages.
I wouldn’t rely on this to give your pages significant boosts in search rankings, however, every little bit helps and by promoting content on other pages, you may extend the discussion and find more sites linking back to you in the process. The good part, bookmarking or tweeting another page takes all of ten seconds. Social optimization through the content of others – it could be worth considering.
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