Resonance is critical to understanding, surviving and thriving during the content wars spreading across Social Media and the Internet at large.
Resonance and Spaces
The concept of resonance is usually connected with sound though it is a relationship between sound and a RESONATOR that is a container. As sound enters the container’s space its natural resonance, the frequency at which it vibrates at a sub-atomic level, is influenced by the sound. If the sound vibrates at the same frequency of the container it resonates with it to augment its naturual frequency whereas sound of a different frequency modifies or dampens the container’s natural frequency. The same happens to stories as they spread across Social Media and the Internet as when they enter conversations in blogs or Twitter streams they either make them louder, change them or are rejected.
Social Media and Resonance
Companies or people that wish to promote products or content must ‘wrap’ their stories to ensure that they resonate according to the space in which they travel. It is difficult to promote a product or content in an ‘entertainment’ space when you use a story about ‘legal patents’ even if the story is valuable to the conversation.
What is Content Resonance?
Content has two very important uses that are quite distinct;
- Navigation — people use content to help them find things, the content is expendable after use.
- Learning — people use content to learn, the content is useful, though sometimes less valuable, after use.
The Content Wars
Social Media sites have provide people the ability to influence search engine spiders and control information sources useful to navigate and learn. These two content Resonance values are critical to value generation in Social Media and the Internet.
Creating content has provided people the ability to influence search engine spiders despite billions of dollars of corporate investments with search engines and advertising agencies. Social Media is the spoiler to old business marketing models and seen as an opportunity by Adobe who aims to level the playing field. Adobe’s recent purchase of Day Software effectively creates a content generation engine for corporations who can now carpet bomb the internet with content to ensure their brands are on top.
Why are corporations suddenly waking up to the power of content? Up until now corporations could be efficient and create the ‘perfect web site’ (perfect is least cost and highest ROI) to support focused command-and-control IT infrastructure strategies aimed at maintaining digital assets with the least amount of cost. Naturally the hordes of bloggers world wide swamped the search engine spiders and the corporations who employ and depend on software from Radian6, Omniture or others as their ‘eyes in the market’. If this sounds like Afghanistan you may not be that wrong. Bombs won’t work here–Resonance matters.
Revenge of SEO Crews
SEO entrepreneurs, alone or in groups, have long been able to manipulate SEO or search engine optimization and make huge profits by standing in between Google and the people that want to buy products. Social Media however soon rained on their parade as virtually anyone now can create a couple of blog sites or even hundreds to influence Google’s SERP or search engine rankings.
What did the SEO crews do?
The SEO crews quickly shifted from keyword phrases to focus on video. They understand that Google is very interested in increasing video content to extract even more advertising revenue from global manufacturers and divert easy money from the old guard advertising and promotion conglomerates. The mantra is simple, one I heard while I was at PriceWaterhouseCoopers, find a fat wallet and get a piece. They made their millions following Google with keywords and video is next.
If you don’t see the video shift yet don’t worry as many SEO crews are reluctant to give up easy money. They will milk keyword phrases for all they are worth as most advertisers just started to believe in SEO or search engine marketing recently. The conservative SEO crews have adopted a stealth strategy I call the Followers.
Social Media Followers
Followers have simple rules and common behaviours which seem natural and are supported by the Social Media applications where over have of searches start today. They join groups in Facebook or Twitter or other sites and they ask questions with a link to a video or outside site for ‘clarification’. They benefit two ways, the clicks on their links boost the traffic value on their sites and therefore have a positive impact on their Google rank. The higher they rank in Google in any search the higher probability people will select their site for a purchase or newsletter subscription. Simplistic but so far many millionaires have been made this way.
Social Media Followers have no choice but to do this time intensive work as typical SEO strategies no longer attracts people to their sites and the ordinary people have stepping into the walled Social Media software fortresses. Search engines spiders also have the same problem and Twitter has emerged as the sole software problem that has a concept and provides value to all parties, except the SEO crews–the value of Resonance.
Here are the resonance measures from our Twitter.com/speedsynch stream and ‘What’s on Matt Cutts’ Mind’ —
RESONANCE Maps of Twitter.com/SpeedSynch -- Blogs, Stories, Meaning
Click twice on image above to enlarge.
Resonance Themes, Graphs and Hierarchies
When we look at any content we focus on 3 Resonance elements. The image above is the SpeedSynch Resonance Map from Twitter.com/SpeedSynch and the 3 Resonance elements are, from left to right —
- Themes or word weights*
- Graphs of the word relationships*
- Hierarchies of words by frequency or how often they are seen together
* For Themes and Graphs our analysis is made according to their semantic meaning in the content under review.
Google “isemanticblog semantic meaning” — with the quotes, and you will find content similar to this post that I have authored and you will also find a ‘Follower’ UberVU that followed me on Twitter and found out that it was relatively simple to embed my own content into his blog and rank higher. By the time you read this post there may be many followers that focus on Resonance and “isemanticblog semantic meaning” which should provide a clear example of why SEO value has erroded and why Twitter has shifted to a Resonance advertising model.
OUTSOURCE Your Social Media Resonance!
It is probably a great idea to outsource your Social Media Resonance and I have many suppliers who can do it better, faster and cheaper than you for one simple reason, it is a manual process. Content has to be crafted and modified, Social Media influencers must be found and romanced, and of course we know how to measure Resonance!
For those who would rather do it themselves here is a quick overview of how to manage 1,000 bloggers posting to popular social media sites. It can be done without our SpeedSynch RESONANCE internet marketing software tools, but then again we will deliver a cooler, better value much faster.
Contact us to see how Resonance can help you understand, survive and even thrive during the content wars.