Can social media be applied to PPC?

With increasing numbers of people signing up to social networking and blogging sites, one sector commentator has asked whether the "spirit" of social media marketing can be utilised for other marketing mediums.

Scott Brinker, in a post for Search Engine Land, claims that good landing pages can in turn apply many of the ideals of social media marketing to pay per click (PPC) advertising.

He notes that there are five principles which can help to energise a landing page programme.

These are engaging in specific conversations with consumers, rather than a generic chat, embracing constant content by releasing new ideas on a continual basis, harnessing speedy feedback to garner knowledge about an audience, using relevant questions to open up a dialogue and encouraging transparency and authenticity over technology.

"Be genuine, creative, open and enthusiastic in your landing pages and you will win more converts," Mr Brinker asserts.

He concludes that in the same way as social media marketing, creating effective landing pages is something which improves with practice.

Search Engine Land's Jordan Kasteler recently stated that when hosting links on social media profiles, quality is more important than quantity.

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