Social Media Optimization (SMO)

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What is Social Media Optimization (SMO)?

Social Media Optimization (SMO) is the use of social media networks to manage and develop 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 mitigate potentially damaging news.

Key points to remember

  • SMO involves the use of social media platforms to develop the online presence of a business or organization.
  • It can increase awareness of new products and services and enable organizations to connect with customers.
  • Popular social media platforms such as Facebook, Twitter, Instagram, YouTube, Snapchat, TikTok, and Pinterest can be used for digital marketing.

Understanding Social Media Optimization (SMO)

For many years, search engine optimization (SEO) was the norm for digital marketing efforts. While social media optimization and search engine optimization have similar goals (driving web traffic and increasing awareness of a business’s website), search engine optimization is all about increasing quality. and the amount of website traffic by increasing the visibility of a website or web page to users of a web search engine, including Google.

More recently, social media marketing has become staple, sometimes converging with SEO and in some cases replacing it as the most effective way to build a brand, generate leads, 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, Pinterest, and TikTok.

Social media optimization often directs the audience from these social media platforms to the company’s website, where more information can be provided. For example, a new car awareness campaign on social media might direct the visitor to a company web page that provides information on the location of local dealerships and how to schedule a test drive.

Social media optimization strategies

Businesses using multiple social media platforms can use internet tools designed to improve the organization and delivery of their content. These tools allow an employee responsible for creating social media content to schedule content on multiple platforms at the same time, as well as respond to any engagement on posts, including comments or public posts. Some popular social media management tools are Loomly, Agorapulse, PromoRepublic, Hootsuite, Buffer, and Sprout Social.

Social media platforms allow users to share content across the Internet almost instantly. For this reason, many companies try to create content that users will forward to their friends and acquaintances. This strategy, called viral marketing, attempts to reach a wider reach by getting engaged users of social media platforms to share content rather than relying on users to find the content on their own.

Social media optimization example

Posts on social media platforms can be tailored to have a greater impact on specific groups of individuals. Marketers using social media can personalize their content based on demographic and geographic profiles. For example, a soft drink manufacturer might post a message telling people how cold a drink is to internet users in hot climates. For their audience in cold climates, they could tell users that drinking their drink will remind them of summer.


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