by Diane Aull Recently on one of the forums I frequent, we were discussing social bookmarking. One of the administrators pointed out that traffic from social bookmarking sites is generally transient, only sticking around for (at most) a few seconds and rarely converting. Besides, many such sites now routinely “nofollow” outbound links, so they don’t pass along “link juice,” either. Whereupon a poster remarked that it appeared social bookmarking was a complete waste of time. I hear that from some marketers, not just about social bookmarking but about social media in general. I’m not sure I’d be so quick to characterize it as a complete waste of time, though. It’s not so much that social bookmarking and social media doesn’t “work” as it is that some marketers seem to approach it all wrong. Bad approach = bad results Typically, what I hear from those who think social media is useless is: they make a list of the most popular social bookmarking sites, and every time they create a new article or blog post they mass-submit the page to all of them.

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No Shortcuts to Social Success

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Tags: attention, business, content, friends, marketing strategy, opinion, pages, people, social, social media, social-bookmarking, words

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