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Social Bookmarking Optimization; the long tail of PR?

As more and more companies cotton on to the power of social bookmarking sites to move large volumes of traffic around the internet. Kottke.org and others have made public the effect a front page story on digg.com can have on website traffic. I predict it won’t be long before a host of Social Bookmarking Optimization (SBO – a new TLA remember you read it here first) “experts” pop out of the woodwork offering the opportunity to make your company’s blog on the wonders of carpet cleaning the centre of the world’s attention.

Google gave small companies around the world the opportunity to be found and in doing so created the long tail of advertising. Causing small Mom and Pop businesses around the world to consider an advertising budget and pay serious attention to marketing perhaps for the first time.

Del.icio.us, Digg and others in the same realm might just inadvertently have created the long tail of PR. Sure my business is never going to feature on the Front page of the New York times, Wired or even USA today but given the right circumstances, a dash of hyperbole and a bit of spin you might just find your company blog in the middle of a flood of traffic. Even carpets can be
interesting sometimes.

The can of worms that this opens with regards to volume spam, fraudulent digging (voting) is not something I want to get into yet, that debate will come in time andit will have to be addressed by the sites involved. The interesting thing now is looking forward to the entrepreneurial possibilities this opens up. Journalistic and marketing skills are more important in this realm than tech skills (this is probably the reason we haven’t seen a proliferation of SBO companies already) a young hotshot with writing and internet skills is more likely to be able to survive in this new world of PR than someone with a large rolodex collected over expensed lunches. It might be fun to see a PR company explain results rather than column inches for a change.