Informal communication can help develop trusted connections with those seen as authorities in their fields. Creating these loose friendships can also assist a person or company in building their own authority, Search Engine Watch reports.
Trust in a person or business is typically based on some level of communication, be it a long-term relationship or a recently met acquaintance. For example, Bing provided data from earlier this year that revealed 90 percent of people seek advice from friends and family as part of their decision-making process. Furthermore, 80 percent will delay making a decision until they receive a friend's "stamp of approval."
Bing took full advantage of this, using its relationship with Facebook to create personalized search results based on friends' opinions. Once signed into the social network, users were able to incorporate their friends' "likes" and recommendations into their searches for products or services.
This only highlights the impact casual connections can have on SEO. While a person may only have between 10 and 20 people he or she considers "close" friends, this same person may have 1,000 or more Facebook friends whose opinion may still be of value, even if they haven't been in contact for years.
A Facebook friend still emits a level of trust over a random review or feedback from a stranger. This is why allowing a potential customer to have a casual connection with your company may result in increased business or popularity via word-of-mouth.
According to Search Engine Watch, "The content/tools/deals you share is the benefit, but the connection is made deeper by injecting a little personality into the picture. It helps them get to know you a bit better."
Also, having a person share your content with friends makes it much more likely the friend will re-share this information, creating a traffic-generating cycle that can have a positive effect on your social media campaign's bottom line.
The news source provides some recommendations your business can use to increase casual connectedness.
For example, provide personality in tweets or Facebook posts. This works for some organizations on a modest level, but be aware that if your posts don't seem genuine, it may turn off potential customers.
Showing support can also improve connectedness - such as supporting others by sharing content and becoming a part of a community by "showing some love" for causes you care about. This may result in people looking at your company with a "friendlier eye."
Lastly, don't be demanding. Assuming that your followers (or potential followers) owe you anything may come off as arrogant or negative.