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theEweekly Wrap – Bebo, The Telegraph and Apple’s iAd

Bebo bye-bye Bebo, the struggling social media network, is in danger of being closed down after AOL made the decision to cut ties with the site. Bebo, which cost AOL £557 million in 2008, had been struggling under increased competition from Twitter and Facebook and after the failure of several cost-cutting measures, the US company decided to abandon the site.

Jon Broad, head of AOL’s start up acquisition and investment unit revealed the news to Bebo’s 30 employees via email.

“Bebo, unfortunately, is a business that has been declining and, as a result, would require significant investment in order to compete in the competitive social networking space,” he wrote.

“AOL is not in a position at this time to further fund and support Bebo in pursuing a turnaround in social networking.”

While the company is continuing its efforts to find a buyer, social media marketers have a bleak view about the future of the network.

Telegraphing SEO The Telegraph has started to integrate SEO into online articles, according to its head of audience development.

Talking to Search Engine Watch, Julian Shambles revealed the UK broadsheet is training editors and journalists to apply search engine optimisation tactics to content.

“Search engines are important. It [SEO] doesn’t mean changing the quality of writing. It means how we can give writers the understanding so they know how they can affect their articles to do better in search results,” he said.

Indeed, the implementation of SEO copywriting at the Telegraph has helped its audience rise from 7 million visitors in 2007 to 31 million in December 2009.

The Telegraph is just one of the many media outlets turning its attention to SEO copywriting. Recently, the BBC announced it would be giving journalists the opportunity to add SEO-friendly title tags to articles.

iMobile marketing Tech gurus Apple have announced a new mobile advertising platform. The system, revealed this week in a high-profile press conference, will give iPhone app developers to the chance to incorporate advertisements into applications.

The platform, cunningly named iAd, allows advertising content to be displayed inside an application. Presently, users are forced to exit a programme before they can access advertisers’ content. Developers will receive 60 per cent of all iAd revenue, while Apple will take 40 per cent.

Many mobile marketers have commented the move puts Apple in direct competition with their once-bff Google. Indeed, Google recently purchased ad group AdMob.

Still, many believe Apple’s move will benefit Google; writing in Marketing Pilgrim, Jordan McCollum said that the search giant would probably now avoid accusations of being a monopoly in the market.

Written by Tom Mason

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