What is Control Anyway? Changing Perspectives for Survival in the Online Space

People have always been obsessed about control. One of the most important sociologists describing the notion of self, Goffman (1959), developed a dramaturgical model, emphasizing that individuals engage in performances in order to control (to some extent) other individuals` impressions of them. As such, individuals either give or give off expressions. That is, they either give out information about themselves intentionally (verbally, non-verbally, but usually controlled body language), or non-intentionally (body language and facial expressions which cannot be controlled).
Same thing happens in social media. An enthusiastic Social Media or Marketing Manager gives a compelling message, meant to attract thousands of shares and likes and pins and views, and the list goes on. Then, one segment of the public returns with unanticipated and negative feedback, throwing out accuses and complaints about controversial campaigns (some really interesting examples can be seen here).
With respect to the social dimension of social media, and considering the hype around online crisis situations and the focus on communication practitioner`s lack of control, I must say that control is overrated anyway. What ever happened to natural interaction and engagement? Is that too hard to achieve? Maybe holding back the focus on volume and bringing more strategic emphasis on quality could reframe the way control is viewed in the first place. Neither marketing, nor communication practitioners can control messages, or information disseminated through social media, especially considering the growing numbers of tech-savvy users, who are constantly updated on ways to potentially ruin an organization or public figure. But instead of fighting these limits, threats, disadvantages, risks etc., of social media efforts, how about promoting what symmetry is really all about: credibility, transparency, trust, taking responsibility for mistakes and genuine interest in publics` needs?

Reclame

What Does SEO Really Look Like?

The priority of understanding SEO has become an unbearable truth for all companies. Either we`re referring to online reputation, keyword competition and incoming revenues from online activities, it`s all being built around SEO objectives and metrics. SEO analysis has started becoming more and more complicated along with the constant growth in keyword volume that organizations are managing.

Panda, Penguin, Hummingbird – all if these Google updates do nothing more than increase the ambiguity of the long lasting question which revolves around SEO: How do I get MY public to see MY website, MY social channel, MY sponsored reviews when they search for MY organization? Digital opportunities are mostly leveraged through either Search Engine Marketing or Email Marketing – the most effective tools for building up revenue. But how sophisticated does the SEO strategy need to be with all the competitors out there developing content strategies, where the guiding principle is velocity and volume? How can organizations internalize into their integrated communications programs all the potential keywords, mismatches and relevant key phrases to add up to the final SEO objectives?

While search engines are taking advantage of USG (User Generated Content), staggering up content from social media in order to propel them to impressive Page Ranks, organizations are turning their focus on gathering as much social space as possible. It`s true that the rising tide of interest is directed to social content which is shared and distributed through social channels, but the question still remains – is it enough to start building a social media presence for SEO purposes and leave out the true opportunities and endorsements this sort of strategy would imply? Is it relevant to start becoming obsessed by traffic, impressions, clicks and large volumes of back-links when they truly mean nothing when compared to a long-lasting relationship with publics? In my view, the painstaking question of today`s digital media should be: What are the true measures for efficiency and success when it comes to online visibility?