Generation Nerd

Search engine indexing is the retrieval of web documents and data by an automated software program – a spider or bot. These data are then placed into a digital index that is used to filter a query’s key word/s in order to locate URLs for search engine results.

Previously, search engines could not read the programming of comments on most public websites because the spiders could not break down comment system codes. This meant that when a query was entered on a search engine, comments were never uploaded to search engine results because the index did not store any comment content.

On Wednesday, November 2, Google confirmed that Googlebot, which is the spider behind all of Google searches, can now read content that is loaded in AJAX and Javascript codes. So, any website that employs the comment services: Disquis, Livefyre, Intense Debate, and Facebook Connect add-in are now indexed by Google.

Yes, we said Facebook Connect add-in…but, before the ‘invasion of privacy’ debates start, let us clarify. Comments or postings on a third-party website are not subject to that users Facebook privacy settings. So, when a Facebook user signs onto a third party website their posted comments are accessible by Google. Please note we are describing what happens off of a third-party website or a public profile.

Comments are not lifted off of Facebook’s actual social media site as long as the user has privacy settings. If your profile is open, then consider your personal Facebook page a public website and, therefore, fair play to Google.

Now, considering the fact that there is an increased likelihood of showing up on a Google search, one might presume censorship of their comment content.

For those of us who enjoy venting – now it is even more important to remember that there can be serious consequences for what you post. Do you really want your complaint about a controversial topic, client, boss, manager, or job to end up on first page Google for all your friends, family and co-workers to see? Didn’t think so.

Casting a spotlight on comments may encourage us to filter our posts, which, for the sake of everyone out there, could be a great thing. Imagine a digital world where (more) comments were actually insightful, constructive, and relevant feedback or ideas.

Now, onto the business side of indexing:

Matt Cutts, Head of Google’s Webscam team, explains that the ability to index these comments makes their search engine results more dynamic.

These dynamic comments can help increase business and topic presence, which increases a company’s Google PageRank. Social media influence extends its relevance past the social media platforms to overall business presence on Google. Companies that interact more with customers will be indexed more frequently, which means better SEO, which means more presence, which means… awesome.

On the flip side, what if comment results overshadow more relevant data that are born from credible sources and businesses. Ideally, when a customer types your brand name into Google, you want actual information + your website to come up… will the abundance comments be more popular than your webpage?

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Businesses and social media can work together like chocolate and peanut butter. It may not always seem like a fit at first, but when it clicks, it’s genius. However, the question of measuring ROI always arises. What can be measured in future sales against intangibles like the audience engagement and brand goodwill engendered through social media. But what if the answer lies in integration with social media tools?

American Express just made it work with Foursquare, and it might just illuminate the future of social media marketing. The deal is this: You go to a store, “check-in” on Foursquare, and get offered a surprise store special only redeemable by paying with AmEx and applied straight to your card. No fuss, no coupons, and a great incentive to “check-in” everywhere you go.

Amex and the vendors who sign on to the promotion gain measurable results in the dollar amounts spent by card users, who also tend to be a desirable demographic. Previous successful deals with large brands like Pepsi prove Foursquare may actually be worth their outsize $600 million valuation. If currently only 4% of adults are using location-based services, will such big name partnerships drive their adoption? (more…)

Intro

I recently attended the Engage Collaborate Commune seminar. In a breakout session, I got into a conversation about followers to following on Twitter. There is a large divide between those who believe in follow-backs, and the picky party. I fall into the latter category. For now, we will address them as Party A, and Party B respectively. Here is the reasoning behind each…

Party A

“My philosophy is to follow everyone who follows me. If someone takes the time to follow me, I’m going to honor that by following them and attempting a relationship and conversation,” argued Cindy Ratzlaff from the Engage Collaborate Commune breakout session.”
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I was talking with a friend today who claimed he was “quitting” Facebook. I was inspired to tell him, “Don’t worry, I know you’ll be back, like the prodigal son returning home. Lucky for you, Facebook loves unconditionally.” While he’s still confident of never returning, I give it two months. This conversation inspired me to list the top 5 quotes about social media.

1. “Social media is like teen sex. Everybody wants to do it. Nobody knows how. When it’s finally done there is surprise it’s not better.” − Avinash Kaushik, Google

2. “If content is king, then conversion is queen.” – John Munsell, CEO of Bizzuka

3. “I hear YouTube, Twitter and Facebook are merging to form a super-social media site – YouTwitFace.” − Conan O’Brien, The Tonight Show, June 2nd, 2009.

4. “Marketing is no longer about the stuff that you make, but about the stories you tell.” − Seth Godin
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I was once a “closet nerd.” Now I proudly spend most nights in my computer chair like I was at the helm of the USS Enterprise. Many of you will get this reference, because apparently, I’m not alone.

According to the US Census Bureau, Americans will spend an average of five months of the next year watching television, surfing the web, reading daily newspapers, and listening to personal music devices. Most of these activities include a keyboard and social media.
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