A key concept in Daoist philosophy, “Yin and Yang” (“shadow and light”) describes forces that are opposites, yet complementary. Social media and search can be described as the Yin and Yang of inbound marketing. They are opposites – while social media is powered by people conversations, search engines are powered by machine algorithms. Yet they are complementary- when content links are shared on social media, search engines leverage those social signals to determine the content’s search rankings; and when search engines drives traffic to one’s content, visitors may share that content with their social networks, expanding one’s social reach. Here’s an infographic to illustrate how social media and search work differently and yet interdependently.
Are you leveraging both social media and search in your inbound marketing efforts?