Social media optimization (SMO) is the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. Types of social media involved include RSS feeds, social news, and bookmarking sites, as well as social networking sites, such as Twitter, and video and blogging sites. SMO is similar to search engine optimization in that the goal is to generate traffic and awareness for a website. In general, social media optimization refers to optimizing a website and its content in terms of sharing across social media and networking sites.
The idea is to strategically create interesting content that encourages and entices people to engage with a website. Common examples of social media engagement are liking and commenting on posts, retweeting, embedding, sharing, and promoting content. Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, an SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.
According to technologist Danny Sullivan, the term “social media optimization” was first used and described by marketer Rohit Bhargava. On his marketing blog in August 2006. In the same post, Bhargava established the five important rules of social media optimization. Bhargava believed that by following his rules, anyone could influence the levels of traffic and engagement on their site, increase popularity, and ensure that it ranks highly in search engine results. An additional 11 SMO rules have since been added to the list by other marketing contributors.
The current 16 rules of SMO are as follows:
1. Increase your linkability.
2. Make tagging and bookmarking easy.
3. Reward inbound links.
4. Help your content to travel.
5. Encourage the mashup.
6. Be a user resource, even if it doesn’t help you.
7. Reward helpful and valuable users.
8. Participate (join the conversation).
9. Know how to target your audience.
10. Create content.
11. Be real.
12. Don’t forget your roots; be humble.
13. Don’t be afraid to try new things; stay fresh.
14. Develop an SMO strategy.
15. Choose your SMO tactics wisely.
16. Make SMO part of your process and best practices.
Bhargava’s initial five rules were more specifically designed to SMO, while the list is now much broader and addresses everything that can be done across different social media platforms.
By WsCube Tech