Joanna Lord on SEM and social media from JD Lasica on Vimeo.

This sum­mer I had the chance to sit down, on a sun-splashed day in Santa Mon­ica, with Joanna Lord, a col­league at Socialmedia.biz who’s a lead­ing indus­try expert in search engine mar­ket­ing (SEM).

Joanna is co-founder and chief mar­ket­ing offi­cer of Your­Job­Stop (for­merly TheOn­lineBeat), one of the top job search ser­vices, and last week she announced plans to move to Seat­tle (we’ll miss you in Cal­i­for­nia, Joanna!). Seat­tle is where she pre­sented at Search Mar­ket­ing Expo (SMX), a search-heavy con­fer­ence that tack­les sub­jects like SEM, pay-per-click (PPC) tac­tics and search engine opti­miza­tion (SEO).

In this 9-minute video, she talks about how brands should be using Twit­ter to iden­tify strate­gic con­tacts and push your con­tent out, the use of SEM, the impor­tance of mon­i­tor­ing and track­ing your brand’s rep­u­ta­tion, and some of the things that com­pa­nies need to take into account in an era of social media and empow­ered consumers.

Watch, embed or down­load the video on Vimeo

A few high­lights from our conversation:

• Joanna: You have to sit down as a brand and ask your­self, what do you want to get from all the time you’re going to put into social media? more traf­fic? more sales? reha­bil­i­tat­ing your brand’s reputation?

• Make smart use of the tools at your dis­posal to build out new con­nec­tions and mea­sure your suc­cess. Back­tweets, for exam­ple, lets you mea­sure how viral your arti­cle, video or other media has gone and what is its reach. “Twit­ter appli­ca­tions have become almost a full-service suite of track­able infor­ma­tion,” she says.

• Brands’ activ­ity in social media is really pick­ing up. “Now you’re see­ing brands that never really had an online pres­ence jump online and jump into social media. You’re start­ing to see local peo­ple embrace social media and how you can be found locally.”

• Over­whelmed by all the new tools and plat­forms? Join the club! “We’re all drown­ing a lit­tle bit” given all the fast-changing devel­op­ments in the field, she says.

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JD Lasica works with major com­pa­nies and non­prof­its on social media strate­gies. See his busi­ness pro­file, con­tact JD or leave a comment.