MarketingSherpa has published a new case study suggesting that search engine optimisation (SEO) can complement a social media marketing campaign well.

Social media news releases were used by April Dunford of Nortel to boost the company’s online visibility recently.

She and her team worked on a release on the topic of high petrol costs forcing firms to change their policies to allow more employees to work from home, which was a particularly hot topic.

The release made use of SEO techniques such as keywords and links throughout, which led to significant success for the company, Ms Dunford explained.

"We did get some action based solely off of SEO on the release," she stated.

"It turns out there are a lot of bloggers writing about their experience of working from home or advocating working from home, so we got picked up by them."

In November, a report from IDC suggested that advertisers should find new ways of making money from social media as users are becoming less receptive to traditional web ads on these sites.

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