What Is Social Media Optimization (SMO)?
Social media optimization (SMO) is the use of social media sites to manage and enhance 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 TAKEAWAYS
Social media optimization is the use of social media sites to enhance a company or organization’s brand and its online presence.
Social media sites have been used to increase awareness of new products and services and help organizations connect with customers.
Popular platforms such as Facebook, X platform (formerly Twitter), Instagram, YouTube, Snapchat, TikTok, and Pinterest are used for digital marketing.
Understanding Social Media Optimization (SMO)
For many years, search engine optimization (SEO) was the predominant strategy for digital marketing efforts. It involves increasing the quality and quantity of a website's traffic by increasing its visibility via a web search engine, especially Google Search.
More recently, social media marketing has come to the fore, coexisting with SEO as a way to strengthen a brand, conduct lead generation, increase a company's online visibility, and connect to an audience. Many social media platforms are used for digital marketing, including Facebook, X, Instagram, Snapchat, YouTube, Pinterest, and TikTok.
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Social media optimization often directs the public from these social media platforms to the company's website, where more information can be found.
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For example, a campaign to raise awareness about a new vehicle model on social media may direct the visitor to a company webpage that provides information about local dealerships.
Strategies for Social Media Optimization
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 from the audience. Some popular social media management tools are Loomly, Agorapulse, PromoRepublic, Hootsuite, Buffer, and Sprout Social.
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