The Whole is Greater Than the Sum of Its Parts

This month we’ve invited some guest bloggers to contribute. The first is by friend and colleague Guacira Naves (Owner, The Online Strategy House):

The Whole is Greater Than the Sum of Its Parts

Over a decade ago, an online marketing strategy was comprised by separate tactics that had only one concern in mind: to drive traffic to a site. The game was relatively simple: a site would be built, it’d be supported by email newsletters, advertising, maybe some traditional media, and that was all that there was to it.

Then, marketers became aware of the importance of search engine optimization, and added that component to their plan. Today, social media marketing is the new kid on the block. Not only that – its changing how the other online marketing elements interact with each other.

Below is a sample of how this interdependence plays out – and how you can combine each individual channel for the greater good:

Twitter and Google:

  • Googles new real time search results mean that tweets with your brand may now appear in search results. So, a strong visibility on Twitter can very well influence your site’s exposure on Google. Thats another reason to maintain an active Twitter profile, and populate it with quality content.

Twitter and Customer Opinion:

  • Not only is Twitter the most important micro-blogging network, it is increasingly used as a search tool. It is a channel where people go to find the online equivalent to “word of mouth” about a product, service, etc. On Twitter, frustrated customers often share their gripes, and loyal clients rave about their favourite brands. Heres an example:

Imagine if you were looking for reviews on Virgin Mobile and came across the two tweets above. They may very well sway your decision-making.

However, Virgin Mobile could have stepped in to have their say. Itd potentially have an impact not only on the three individuals involved in that dialogue, but Virgins update wouldve been found in searches made for that brand.

Heres a positive example of how proactive companies observe Twitter conversations, and interact with users: on December 10th, I decided to try Pearltrees. I then tweeted this update:

Minutes later, I received a reply from Pearltrees CEO, Patrice Lamothe, with this message:

That update was not only relevant to me, but to any other individual making a search query for “Pearltrees” around that time.

So, the lesson is: people are going to use Twitter’s search tool to find information on your products or services. You might as well help them find information that is as positive as possible.

YouTube and Search Engine Optimization:

  • YouTube videos are prominently represented in Google’s search engine results.You do have a YouTube channel, don’t you? Then, make sure that, among other things, your videos titles and tags are optimized. And guess what – this will help your presence in search engines, too.

YouTube and other Social Networks:

  • YouTube also gives viewers the option to share a video via Facebook, Twitter, MySpace, orkut and StumbleUpon, directly from the videos YouTube page. You can also embed a video into your blog, and invite readers to share it – either by embedding into their own blogs, by adding it to Facebook, or inviting them to share it through social bookmarking sites like Reddit. Earlier today, I embedded this third-party YouTube video about Hewlett-Packard into my own Facebook profile:

I wasnt the only one. According to the video statistics, it was watched an additional 279 times as a result of links from Facebook. Reddit, a popular content-sharing site, had also generated 1,317 views.

Blogs and Search Engine Optimization:

  • By frequently adding fresh, relevant content to your company’s blog, not only will you improve your brand’s presence and clout in the blogosphere, but you will help your site become more appealing in Googles eyes. That is because Google naturally gives more importance to sites that are updated on a regular basis.

Blogs and Twitter:

  • Blogs can easily be set up to automatically promote a new post, as soon as it is published. You will be not only be driving traffic to the blog itself, but will also help to keep your Twitter profile active with new, original material.

I could go on and on. This just scratches the surface, but gives you an idea of how, nowadays, online marketing elements are so interdependent. When planned accordingly and executed in an orchestrated manner, these tactics will make the whole stronger than the sum of its parts.

About the author: Guacira Naves is an online marketing strategist who has 18 years of Internet experience. Her company, The Online Strategy House, develops and executes holistic online marketing strategies to help clients achieve their short, medium and long-term goals.

Thanks to Guacira for this. If you are interested in contributing a post – give us a shout!


  1. Hello Louise,

    Thank you for the comment!

    Hootsuite offers you a way to automatically set up your blog to promote a new post through Twitter. As you may already know, Hootsuite is free to access and to use. Once you have signed in (through, click on “Settings”, at the bottom left corner of the screen. Then, click on the RSS/Atom tab. You will then be prompted to type in your blog’s feed URL, and voilá.

    Hootsuite will post an update in your Facebook, LinkedIn and Twitter accounts whenever you add a new blog post.

    Another alternative is to set up your FriendFeed account to do the same. Once you’ve joined FriendFeed and signed in, click on “Settings” (under your name and avatar, on the right-hand side of the page). Then, on the window that appears, click on “Import a service”. Next, click on “Blogging”. You’ll be asked to enter your blog’s URL, and that’s all that there it is to it!

    Let me know if you have any other questions!

    Happy Holidays,

    .-= Guacira Naves´s last blog ..LeWeb Paris 09 =-.

  2. Hello Louise,

    My apologies for double-posting a reply to your comment. The first reply did not get published right away. So, I replied, again, to make sure that it’d get posted, and the original comment appeared on the site after that.

    I must clarify one thing about FriendFeed. It doesn’t suffice to just take the steps that I mentioned above. You will also want to do the following, once you’re signed into FriendFeed:

    – Click on the “Tools” link, located at the top of your FriendFeed homepage.
    – Click on “Post to Twitter”. That’s located under “Share your feed”.
    – You’ll be taken to the “Advanced Twitter Settings”. Check the box next to “Link to source site instead of FriendFeed conversation”. If using this service to transmit a link to your blog posts through your Twitter account, this step will make it so that the link on your Twitter update (generated by FriendFeed) will take people directly to your blog, and not to your FriendFeed page.
    – Check the box that reads “Post my FriendFeed entries on Twitter by default”.
    – Now, under “Post entries from”, select the social media updates you will want to broadcast through your Twitter account. For example, if you select YouTube, every time you post a new video on your YouTube channel, there will be an update sent through your Twitter profile to let your followers know that you’ve uploaded new video content on YouTube. If you do this for your blog, the same thing will happen: your Twitter followers will be notified whenever there’s new content in your blog.
    – Click on “Save changes”, and you’re done.

    If you encounter any problems doing this, let me know. I’ll be happy to guide you through the process.

    Have a prosperous 2010!
    .-= Guacira Naves´s last blog ..LeWeb Paris 09 =-.

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