The second aspect of a social media that wants to lead is the ability search and provide meaningful content to users.
(see also Social Media Magic Quadrant)
When we need an information, where to look for it in the web? As a part of a marketing communication strategy, from a SEO perspective, knowing who is leading as a search engine is crucial in order to be visible and been known as a brand.
In other words: be visible as a brand where most likely people goes to look for something.
According to @netmarketshare (July, 2014), Google is without leading with 68,75% of queries, then Baidu (China) with 18,03%. Other search engines such as Yahoo, Bing and Ask, are just striving.
Anyhow, how Google gained its leadership as a search engine? Which are the main abilities as a search content leader?
1. Giving what people are looking for?
Able to collect the information that people want to know, that is meaningful and useful. In one word, a search that is semantic = content + context.
Providing a result that is contextualized according to the network and interests is what can boost user engagements. Is what Yahoo is might attempting to achieve with the acquisition of Flurry (…unless it’s only speculation).
2. What about developping a brand as a search engine? Google is not only leading as a search content providers. It’s also the best workplace 2014 mainly because provides to theirs employers Great Challenges, a Great Atmosphere and Great work.life balance. It might be correlation relationship between the two fact or it’s simply a coincidence. Anyhow, will you buy a product or a service of a company that is recognized as bad employer?
What about SNs Strategies?
Considering how Google is investing in its social media platform (Google+), according to social media magic quadrant, my perception is that Google is attempting to switch form “SN Content Searcher” to a “SN Leader”. In others words, from a search content “of others” (platform) to a search content “of my own (platform)” leadership. Feelink – Feel & Think Approach for Doing Life!