Tuesday, January 8, 2008

Heated Rants & Cool Kids: Social Bookmarking

In this most recent episode of, "Waaa, it's hard to be an adult webmaster or blogger..."

Sara alerted me to Fleshbot's Why Does Digg Hate Porn (which, by the way, finally made me get off my figurative ass and audition for ability to post comments at Fleshbot), and so the saga continues.

Actually, there are two sagas here; one is the dealio with adult sites and the old censorship condom, and the other is the matter of social networking. Heck, there's a few more, but I'll start with these two and, driving my former English profs to rend their clothing and pull their hair, I'll not include them in the opening summary but just get to the others when I do.

Get a beverage and settle in; this is going to be a long post.

It's easy to take it personally when content is not accepted by sites like Digg; our sites/companies are like our babies and we don't like the other kids rejecting them. But let's look at things from their point of view: Somebody is gonna scream bloody hell and they don't want the trouble.
Case Study: Fark once had categories called "Boobies" and "Weeners" which was, as you imagine, links to softcore naked boobs and dicks (respectively, if not respectfully) and adult conversations or links. But advertisers would complain, prompting Fark to make changes.

First they went with the sneaky approach. When they got a new advertiser, they stopped publishing "Boobies" & "Weeners" for a few weeks, then figuring the advertisers had tired of watching their ad on Fark, they resumed the "Boobies" & "Weeners" postings. But eventually, either they tired of such monitoring or continued to get flack at Fark HQ, and they stopped.

Both "Boobies" and "Weeners" have been moved to Foobies.com, leaving Fark more acceptable to advertisers. (Interestingly, "Boobies" always out-number "Weeners" ~ and I'm not talking 2-1 as anatomy suggests. Is this proof that porn pics are still more a man-thing than some media would tell you? I'll get to those myths later; remind me.)

Fark went where the money was. Can you blame other social sites for doing the same?
Now, before you start yelping how other sites ~ sites even 'worse' than yours ~ get to sit at the cool kids' table, let me remind you that these are social sites and, as noted in the Fleshbot comments, you're in if one of the cool kids lets you in. Which all goes back to doing your research to discover who the quarterbacks and prom queens are (the marketing term for these people are 'influencers').

Remember, the Internet isn't much different than the real world; you just can't invite yourself to the cool kids' table, you must be asked.

Now, many folks will tell you that you just need to become a member and submit your link yourself. You join the social network, you post the link, and let others bump it up and help you drive the traffic. That's part of the 'poo' in Web Poo Point Doh.

Members know if you are really a member or if you're a user, a poser, a plant, a shill ~ a fake. To be a member, you have to be a member. You have to have actual, real conversations & make friends. In social networks this means leaving comments, ranking other links, messaging and using all the frills that said network provides to members. Over time, you'll learn what all the cool kids are into, what the lingo is, what the insider jokes and nicknames are, and assimilate in a myriad of ways. But even then, you may not get your link liked.

Why?

Because it's just like the real world, kiddos. You can join the new school, go to all the football games, but that won't make you prom king or queen.

So maybe you are really likable. Maybe you do fit in at this new school. But this is going to cost you a huge investment in time ~ so I hope you really like this place because you're going to have to show up at a lot of parties.

***

Recently (just hours before I made this post) my site, Sex-kitten.Net, had a link listed at Reddit ~ actually, at NSFW Reddit (which means it's Not Safe For Work). Nice, yes; but not just for me. This proves that some social bookmarking sites are open to adult linkage, but you may have to hunt for where they are allowed.

In some sort of twisted fate, the link the Reddit user put in was not the correct link and so it was taking people not to Shame, Shame, Shame; Shame of Fools (NWS) but to The Doctor (NWS). I have no idea how that happened and as tech was sleeping, I did a quick dirty fix by posting a note at the top of The Doctor, telling Reddit folks where to find the correct article. I mention this so you know that being slightly obsessive about your stats and refers can in fact be time well-spent.

Also in this Reddit experience was a reaffirmation that your link traffic may not benefit your site as you might think.

While (at the time of this post) no one has slammed or mocked the piece at Sex Kitten (which believe-you-me does happen), the increase in numbers is a quick thing. As soon as that little link of mine moves down the page, the light will cease to shine on my site.

In fact, that little light doesn't shine as brightly as you may imagine.

Instead of all those new readers scampering like kittens all over Sex Kitten, they came, read and left. As I write this there are no new comments (and don't say it's about registering there, I've seen this across platforms), and very few visit any additional pages on the site. Well, in this case, they may be seeing two pages; the bad link to The Doctor and then move on to the Shame piece as intended. But in general, you are darn lucky if 10% look at any other page of your site or post on your blog.

And the numbers are even less for any links off site.

This I know, 'cuz my refer logs tell me so.

(In this example, I also asked Secondhand Rose, who wrote Shame, to give me the numbers of refers coming to her blog from that piece; less than 2% at the time I wrote this.)

So why do so many people pray for such linkage? How do 'they' say that getting picked up by sites like Fleshbot, Reddit, Digg, Boing Boing etc., is the holy grail?

Well, links at such popular sites are good things. But moving from a one-hit-wonder to a popular site in your own right is rather like potato chips... Just one isn't enough.

Like traditional advertising, getting links at popular sites is a matter of awareness. See one ad for a movie and even if you were intrigued by it, you may forget about it and not go to see it; but see a number of them, and while you may not drop everything to line-up outside the theater, you're more likely to make plans to see it. That's how being featured at other sites is; the more often you are featured, the more links you get, the more people remember you and decide to adopt you somehow... buying your product or buying into your site (brand).

After seeing you a number of times, the big influencers may like you so much that they get your RSS and rush to be the first to post you themselves. (Cross your fingers!)

And if your content has broad enough appeal, enough of factor X for site 1, enough Y for site 2, etc., then your site, either that very same link or another page/post, will likely pass to another site as users troll sites for good stuff to pass onto their buddies. (Just like jokes or party invites travel from the cool kids' table to the locker room to the pompom squad.)

But all of this requires that you have content worthy of that influencer, that community, that site.

So stop reading here and get back to work creating your content. *wink*

Note: The Marketing Whore Newsletter, after a hiatus, will be sent tomorrow. So if you have not yet subscribed, please do so!

Labels: , , , , ,


Grab The Bookmarketer For Your Site

0 Comments:

Post a Comment

Links to this post:

Create a Link

<< Home