Social Media Optimization (SMO)
Social media optimization (SMO) is the use of social media networks to manage and grow an organization’s message and online presence.
As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news.
Some call it social media optimization. Others refer to it as search marketing optimization.
Either way, it is an integrated digital marketing methodology that represents the perfect marriage between search engine optimization (SEO) and social media. As a business in the Internet Age, you can’t exist without addressing the critical issues of online visibility and customer interaction. That’s exactly what SMO is designed to do.
When used effectively SMO can be one of your greatest assets for improving your site’s organic search results.
By connecting with people in various online venues, you extend the reach of your business and increase opportunities for people to link to your main business page.
Social media optimization helps connect all of your social media accounts in a cohesive, consistently branded network that points your potential customers where you want them to go.
KEY TAKEAWAYS
- Social media optimization (SMO) is the use of social media networks to manage and grow an organization’s message and online presence.
- As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news.
- Various social media platforms can be used for digital marketing, including Facebook, Twitter, Instagram, Snapchat, YouTube, and Pinterest.
Understanding Social Media Optimization (SMO)
For many years, search engine optimization (SEO) was the standard for digital marketing efforts.
While social media optimization and search engine optimization have similar goals–to generate web traffic and increase awareness for a company's website–search engine optimization is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine, especially Google.
More recently, social media marketing has come to the fore,
at times converging with SEO and in some instances replacing it as the most effective way to strengthen a brand,
conduct lead generation, increase a company's visibility in the online space, and connect to an audience. Various social media platforms can be used for digital marketing, including Facebook, Twitter, Instagram, Snapchat, YouTube, and Pinterest.
Social media optimization often directs the public from these social media platforms to the company's website, where more information can be provided. For example, a campaign to raise awareness about a new automobile on social media may direct the visitor to a company webpage that provides information about where local dealerships are located and how to schedule a test drive.
Companies using multiple social media platforms may use Internet-based tools designed to improve the organization and delivery of their content.
These tools allow an employee tasked with creating social media content to schedule content across multiple platforms at the same time, as well as respond to any engagements on the posts including comments or messages from the audience. Some popular social media management tools are Loomly, AgoraPulse, Promo Republic, Hootsuite, Buffer, and Sprout Social.
Sharing tools on social media platforms allow users can share content on the Internet almost instantaneously.
Because of this, many companies try to create content that users will pass along to their friends and connections.
This strategy, called viral marketing, attempts to achieve a broader reach by getting engaged users of social media platforms to share content rather than relying on users to find the content on their own.
Messages on social media platforms can be tailored so that they have a greater impact on specific groups of individuals.
Marketers using social media can customize their content based on demographic and geographic profiles. For example, a soft drink maker may post a message about how cold a beverage is to Internet users in hot climates.
For their audience in cold climates, they might tell users that drinking their beverage will remind them of summer.
The Fives rules of SMO
1:Create shareable content-
This is fundamental to social media marketing, so in SMO it's about determining the content that your audience prefers to share across different social media platforms.
2:Make sharing easy-
This is the embedding of buttons and other widgets to encourage sharing, recommending or bookmarking within your site and blog. SMO analyses the best placements, formats and messages to do this.
3:Reward engagement.
It's commonplace now to reward "Liking" or "Tweeting" through a promotional or content offer, so this can look at the best offers to do this. We also says this should look at a longer-term of encouraging deeper engagement and conversations.
4:Proactively share content
This covers the process and format for sharing beyond your central hub. This can include syndicating articles to other partners or platforms like SlideShare or Scribd. Some also create their own widgets for embedding or sharing on other sites (atomization).
5:Encourage the “mashup”-
We says that this is encouraging folks to take and remix your content, so it becomes user generated content. This activity can effectively be built into campaigns.
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