Social Media Optimization

Social media optimization (abbreviated as SMO) refers to the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. Social media optimization includes using RSS feeds, social news and bookmarking sites, as well as social media sites, such as Twitter, and video and blogging sites. SMO is similar to SEO search engine optimization in that the goal is to create awareness and create a specific action, such as driving traffic to a web site. Social media optimization refers to optimizing your websites and content in terms of sharing across social media and network sites. Usually social search and social proof go hand-in-hand with social media optimization.

Search engines are increasingly utilizing the recommendations of users of social networks such as Facebook, Twitter, and Google+ to rank pages in the search engine result pages. The implication is that when information is shared or “liked”, say a blog post you’ve written, by someone on a social network, like Facebook, that information/content is of quality. Google doesn’t have to rack its brain trying to make up its own mind about whether or not your blog post is quality or not because one of its own users gave your content a thumbs up themselves. It’s more difficult to tip the scales or influence the search engines in this way, and consequently search engines are putting more stock into social search which is why we need to make sure we’re effectively using social media optimization.

While social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving traffic from sources other than search engines, though improved search ranking is also a benefit of successful social media optimization.