Gini Dietrich

How Social Media Affects Search

By: Gini Dietrich | January 12, 2015 | 

How Social Media Affects SearchBy Gini Dietrich

It’s our first webinar of the year and we kick it off with the one and only Andy Crestodina.

For those of you who don’t know Andy, he is the co-founder and strategic director at Orbit Media, a web design and development firm in Chicago. He also hosted our second most popular webinar in 2014 so you know you’re going to get something good.

For those of you who do know Andy, you already know you’re in for a treat and will leave this webinar with pages full of notes and a brain full of ideas.

Here’s the thing about this webinar. It is billed as how social media affects search, but after I watched a draft of it, I think it’s that and more, particularly for PR professionals.

He walks you through the correlation between search and social and how to use both to increase your rankings. AND he shows you how to use social media and content to build relationships with influential content creators (journalists and bloggers) in your industry…that lead to the ever-valuable link that Google requires for better search rankings.

How Social Media Affects Search

Here is what you can expect to learn:

  1. The correlation between search and social media and how to use social to increase your search rankings. He also talks about the difference between correlation and causation, which is funny (mostly because he uses Nicolas Cage as an example).
  2. What matters most to Google and the value of links. He uses a great analogy of Google as the mean girl in high school and how to use her friend’s popularity to increase domain authority.
  3. What personalized search results mean today and how social media causes higher rankings.
  4. How to skip right to garnering valuable links without necessarily creating popular content.
  5. How to use social media—the world’s greatest phonebook—to find content creators. He’ll show you how to use InkyBee and Followerwonk a bit differently to get what you need for influencer relations.
  6. How to become friends with content creators in three parts. Here’s where it gets extremely important for content creators. While he says this is influencer relations 101, I don’t think most of our profession does this well (based solely on my inbox and what other bloggers say about their inboxes). He walks you through how to use Twitter, LinkedIn, Google+, and Feedly to become friends with influencers. He also talks you through how to use events to create in-person relationships. And ends this section with a nice survey that shows the best tactics for content marketing.
  7. The anatomy of a relationship-building email, which you can use in media relations pitching or in content marketing.
  8. How to use your website/blog as a networking tool and cross the streams across weak connections. He shows you how to publish a post and then use Topsy to build weak connections. And how to use the other social networks to build relationships.

Last, but not least, you’ll see some examples of great influencer outreach.

Webinar Details

The webinar is this Thursday, January 15, at noon ET (that’s 11 a.m. CT, 10 a.m. MT, and 9 a.m. PT, for those of you who can’t do time zones).

It is free and it’s a two-step process.

First, go to Spin Sucks Pro and click the blue “purchase” button at the bottom of the page.

That button will then change to “checkout.” Click that.

Either create a new account or login to your account.

Click “purchase” (it’ll show $0.00 so don’t panic that you have to pay for it).

Click the blue “How Does Social Media Affect SEO” blue link. This will take you to the registration page on ClickWebinar (you’ll also receive an email with this information).

Register for the webinar on that page and you’ll be good to go!

Why You Should Attend

I’ve seen Andy speak many times (close to 10 times, I’d guess) and some of this was a repeat for me.

But, when he got to section four, I began to furiously take notes. Not because he was necessarily saying something I didn’t already know, but because his examples and tools were giving me new ideas.

If you do media relations, this webinar is for you.

If you do content marketing, this webinar is for you.

If you do inbound marketing, this webinar is for you.

If you run a business and want new ways to grow your revenue, this webinar is for you.

Even if you can’t attend live, register so we can send you a copy of the recording post-event.

I promise this will be the best professional hour you will spend this month.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro. Join the Spin Sucks   community!


  • belllindsay I just love it when you give gifts just for me;)

  • annelizhannan It was meant just for you!

  • Be there or be square!

  • rosemaryoneill Exactly!

  • belllindsay What about me?

  • YAY! As I said when I shared the post earlier…Andy is CRAZY SMART!  Looking forward to my brain whirling on Thurs! 🙂

  • RobBiesenbach belllindsay You, too (but begrudgingly).

  • Charlene Jaszewski

    I call clickbait! With your Nic Cage floating head! 🙂

  • Arment Dietrich, Inc.

    hahahaha! You’re MESMERIZED!!! ^ep

  • I’m reserving my spot.. because why? I’m BOTH an influencer and a marketer!! LOL!

  • I took the last crestodina webinar and it was really good. I think people should know how the search thingy works. Completely changed my view of content marketing for search (SEO) and its not a battle most but you should still tweak and do what you can to maximize your inbound traffic, especially the simple stuff.

  • FriedaGoesPR

    SannaforPR SpinSucks If not helpful for the campaign then probably helpful in general! Yeah, let’s do it. Would be 2pm here, right?

  • SannaforPR

    FriedaGoesPR SpinSucks Think so too. 🙂 No, it’s 5pm in the UK.

  • FriedaGoesPR

    SannaforPR SpinSucks Haha oops, I converted the wrong time (9 am would be 2pm…) 😀

  • SannaforPR

    FriedaGoesPR SpinSucks It took me 15 minutes to figure out the right time. 😀

  • FriedaGoesPR

    SannaforPR I googled for a converter which was no problem. But then I put the wrong time…

  • SannaforPR

    FriedaGoesPR Good approach though. 😉

  • Give me an A.
    Give me a N.
    Give me a D.
    Give me a Y.

    What does that spell?? ANDY!!! 

    So excited about this webinar. I’m all about mastering the fine art of The Google this year, so I look forward to another useful, signature Crestodina webinar!

  • JohnMTrader

    Ok, I’ll bite. What’s with the Cage pic? Did I miss a 2014 inside joke on him that applies to Spin Sucks? Man, I’m out of the loop.

  • crestodina

    Thanks for sharing, JasonFalls! How Social Media Affects Search – awesome webinar with @ginideitrich and crestodina

  • I´m in!

  • Looks great!

  • Gini Dietrich

    To be fair, I pulled this image from the webinar recording. Because, well, floating head.

  • Ellie Pierce

    That “How to Pronounce Nicolas Cage” video gives me ALL of the heebie jeebies. **shudder**

  • KateNolan

    OK, how can crestodina possibly cover all of this in just an hour? Was a warp speed button used?

  • Kate Nolan

    Sorry, Ellie. It makes me snort-laugh every time.

  • KateNolan He covers it in about 35 minutes, which is even more impressive.

  • Corina Manea Yay!

  • biggreenpen It’s really good. I’m going to ignore all the Crazies in the chat and listen again for some ideas to implement here.

  • JohnMTrader Guess you’ll have to watch the webinar to see!

  • LauraPetrolino Oh dear.

  • KristenDaukas YAY!

  • lizreusswig Your brain will definitely be whirling.

  • Howie Goldfarb And with Nicolas Cage.

  • ginidietrich biggreenpen That’s laudable. It takes discipline to ignore the crazies. Ask me how I know.

  • KateNolan

    ginidietrich Freaky fast.

  • KateNolan

    biggreenpen ginidietrich Ignore the crazies?? Ha ha! That’s funny!

  • Eleanor Pierce belllindsay I’m just listening to the Ask Gini Anything webinar now, so I’m almost caught up …

  • Eleanor Pierce belllindsay OMG, you used my question! Albeit revised. Fruitcakes.

  • RobBiesenbach Eleanor Pierce belllindsay I think this is a lesson for us all…DON’T MISS OUR WEBINARS! 

    Thanks for being part of today’s learning moment Rob!

  • SpinSucks

    GAILinception Credit goes to crestodina on that gem! ^ep

  • KateNolan biggreenpen ginidietrich What crazies…?

  • RobBiesenbach Eleanor Pierce HAHAHA!! We are LEGION!!

  • ginidietrich KateNolan he’s cool like that. 😉

  • Great Webinar!  so much content crammed into an hour, I can’t wait to get the deck and review Andy’s presentation including the Q&A at the end.  That chat box is such a distraction.

  • Pingback: Influencer Relations: Tips to Extend Your Current Campaigns Spin Sucks()

  • Pingback: Content Overload: Get "This." to Help That by @belllindsay Spin Sucks()

  • Pingback: Valentine's Day Tips for Communications Pros by @lkpetrolino Spin Sucks()