Using social media effectively is also key--but so is understanding how each channel works, be it a widget, a Twitter or
Facebook account, or an avatar. Odden used the example of a blog devoted to puzzles that used a group on Facebook to drum up interest and drive traffic, and kept group members continually updated
about new content via a Twitter account.
Lastly, Odden says to make the most of Universal Search. Take a step back and think about all the assets you have, from articles and press releases, to images, videos and podcasts, and make sure to seed your content with these kinds of multimedia.