Social Media Optimization (SMO)
The definition of Social Media Optimization (SMO) is almost self-explanatory. This method focuses on optimizing social media platforms to manage and grow your online audience while also getting the word out about your products and services. As a digital marketing strategy, social media optimization can be used to increase your brand awareness, connect with customers, and to clear up any potential misunderstanding or customer complaint.
What is the point of SMO?
This allows faster interaction with customers or potential customers that want more information about your company. The most popular social media platforms that seem to be the most effective with digital marketing include Facebook, Twitter, Instagram, LinkedIn, Snapchat, YouTube, and Pinterest. There are other social media platforms but these seven have the most users which can mean more leads, sales, or interactions.
SEO and SMO
In the past, SEO (Search Engine Optimization) was the gold standard in digital marketing and finding keywords and good quality-content was the norm. Now, SMO is becoming increasingly popular, and getting the word out on social media is becoming more of a goal for businesses. Both are still very important in their own right. SEO can increase the quality and quantity of traffic by increasing the visibility of the company’s website.
Know your audience
Posts on social media platforms can be targeted to specific individuals that are more likely to be your audience. Social media marketers can customize their content based on certain profiles, and having a grasp of what your audience wants to see is crucial. And the same product or service can portray different messages. For example, a soda pop company will promote their product differently in the summer than they do in the winter. The product doesn’t change but the audience and messaging does for each season.
Strategies for Social Media Optimization
In marketing, strategies and planning often use tools to optimize their goals, and social media is no different. These “sharing tools” allow the creation and scheduling of social media content across multiple platforms at the same time, which cuts down on posting to multiple platforms consecutively. This also allows the poster to respond easily to any comments or messages from the audience.
Some popular social media management tools are:
- Promo Republic
- Sprout Social
These sharing tools on social media platforms allow posters to share content on several platforms almost instantaneously. Because of this, many companies try to create content that users will pass along to their friends and professional colleagues. This strategy, also called viral marketing, tries to reach more people by getting users to share your content rather than hoping potential end users will find the content on their own.