Words, Words and More Words

This past week in IMC619 we studied search engine optimization. Our task was to choose a Fortune 500 company and then choose three words to describe them. After choosing the words, we were to do searches on a desktop or laptop and our phones to see what we found. Results varied throughout the class.

I looked at Kroger as my search target. I chose three words, two of which I felt would definitely come up in searches. Those two were pharmacy and grocer. On the first page of my desktop search, Kroger was located tenth from the top for pharmacy. It appeared after CVS, Walgreens, Rite Aid, Walmart and Caremark to name a few. My phone search did not show Kroger as being listed even when I clicked on the option of pharmacies in the Morgantown area.

The word “grocer” did not yield any results on either search. Some commentators even questioned why I would use that word because it’s not a “typical” word people use although it is a word that is associated with grocery stores, especially ones that sell produce. The term “green grocer” was used quite a bit when I was a kid and I have always called employees of local grocery stores grocers. Maybe it is relevant to my geographic area.

So what’s my point? How far should a company delve into search engine optimization? Should they be connected with any and all terms that relate to what they do? Should they only pay attention to words used today or should they figure out what words the various target markets they want to touch would use? Do these so called “obscure” words matter to a big company that may already be known?


I’m not sure there is a clear answer for these questions. The jury seems to be out as to whether keywords are as important as the placement of them. One thing I’m sure of is that companies need to continue to find the best way to connect with consumers via social media. If it’s through search engine optimization then it would seem to me that they should try to connect with words that most relate to what they do. Do you think it matters?



Blog Roll

Patricia Layte-Vidal – https://tinyarmmedia.wordpress.com

Amanda Renken – https://amandarenken.wordpress.com

Stephanie Holman – https://theheikkila.wordpress.com

Laura Mogulich – https://mediamog.wordpress.com

Alyssa Neil – https://alyssaneel.wordpress.com

Emily Griffith – https://mediamarketing2015.wordpress.com

Bridget Jones – https://bjonesemergingmedia.wordpress.com

Andrea Joliet – https://andreajolietblog.wordpress.com

Kelsey Berg – https://kelseybergblog.wordpress.com

Debbie Estep – https://debbieestep.wordpress.com

Keith Quesenberry – https://www.postcontrolmarketing.com

Sarim Razuiddin – https://theemergingmarketer.wordpress.com

Yvonne Unubun – https://yvonneunubunwrites.wordpress.com

Mariana DeLuca – https://synergydigitalmedia.wordpress.com

Kimberly Webber – https://kimberlywebberblog.wordpress.com

IMC Homepage – https://imc.wvu.edu

Jennifer Hice – https://hiceoncontent.wordpress.com


Is the challenge too big?

During our weekly class discussion this week I started thinking of why non-profits don’t use digital storytelling more to sell the charity. My initial thought was because of the cost of creating the video because they would need someone to produce it, someone to film it, someone to write it, and actors. But the more I thought about it, I’m not sure this is really the case. Yes, you need to have an idea of what and how you want to share your story. You need to have good equipment to film it and someone who will keep it moving and put it together, but it doesn’t have to come at a high cost.

One of the biggest challenges is figuring out where to focus your story. Do you focus on one person or focus on the community or event? Write down your thought and talk to others about what makes sense. Check out the various programs available to create videos and then make sure you have the necessary tools to make your video happen.

Don’t worry about having professional actors as selling your organization can happen by people who are passionate about it and want to support the cause. Set a timeline for your project and go to work. Connect with students at the local university who are working in film or digital marketing and ask them help out with the project. It gives them experience and allows you access to a different audience.

Will it be easy? Maybe not, but it is doable. I’m linking this post to an article I found called “How to create a polished, powerful digital story for yourself or your nonprofit.” Take a look and get some great tips about creating a video that fits your needs. Also check out Charity: Water’s digital storytelling. It’s a great example of how a non-profit can make digital storytelling work!

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What do you think would be the biggest challenge for non-profits in creating digital stories? How could they overcome the challenge?