… but all website copywriting.

That’s how the very salient points made over here by The Anti-Social Media should be applied.

Do you know your brand’s Ace score?

Probably not. A recommendation for Outwoot crossed my path the other day, so I thought I’d give it a shot with the non-profit for which I serve on the board, Gilda’s Club Delaware Valley.

According Outwoot, Gilda’s has an ACE score of 42.5 out of 100.

Awareness is seen as low, a midrange measure of “listener,” the lowest of three levels. (The other two are influencer and amplifier.) Outwoot’s analysis: “You are getting started with building the right muscles for driving reach through your social communities. You are either engaging too less or too often where the noise level is either very low or you are being too loud but its failing to appeal the audience. Areas: Reduce the number of tweets (if noise is >7). Increase conversations (if noise level < .3)

Community is seen a bit better, on the low end of “balanced,” the second of three levels. (The other two are “starter” and “fan club.”) Outwoot’s analysis: “Brand is experiencing a rapid growth in their community size but is still at a starting phase of building the communities.”

Engagement, finally, appears to be rock-solid in the middle of the highest category, “engaged.” (The other two are “passive” and “conversationalist.”) Outwoot’s analysis: “Brand is highly engaged with the audience. Community members are very interested in engaging with the brand on multiple fronts. The brand continues to provide multiple avenues for the community to participate in conversations by publishing different types of content/ activities.”

Here’s some more about the ACE score:

The ACE Social score is based on an algorithm that uses upward of 20 social media metrics and represents the impact of your efforts in three areas:

• Level of AWARENESS your content is able to drive.
• Size and mining potential of your online COMMUNITY.
• Level of ENGAGEMENT your efforts are able to drive.

Based on the activity driven by the brand, the ACE scores can change daily. Large or celebrity brands don’t necessarily have higher scores than the smaller size brands – it’s all about the efforts you are driving in the social web.

Ultimately, I think no one score will become THE social influence measurement mechanism. Just as your credit score is actually three credit scores (Experian, Equifax and TransUnion), social cache will come to be seen by a variety of measurements.

Meanwhile, ACE seems like it may be on to a decent way of providing brands a way to wrap their corporate heads and tactical ToDo lists around the whole issue of social media engagement.

A trio of interesting and valuable SEO articles crossed my path in the last day or so. You may find them interesting, too:

New Rules for SEO Success in 2013 (Inc.)

The Value of Local SEO to Small Businesses (Search Engine Journal)

9 SEO Quirks You Should Be Aware Of (Search Engine Land)

With, evidently, another PR fail. Addicting info reports.

Here’s a little experience I found interesting.

I was in Macy’s today buying a new suit. I wanted to get a white French-cuff shirt, and I had two choices: a Donald Trump shirt and a Sean John shirt.

Normally I really don’t care about brand names all that much; I just want a comfortable good-looking shirt, so a case like this would usually be a six-of-one-half-a-dozen-of-the-other decision.

Except that Trump has been such a profoundly absurd gasbag on the political scene over the past year. “I guess I’ll take the Sean John,” I told the salesman, “I just can’t bring myself to buy a shirt with Trump’s name on it.”

He told me I was the third person today to say so.

I wonder how many other people aren’t putting money into Trump’s coffers for similar reasons.