Social media optimization often directs the public from social websites to the company website, where more information can be provided. For example, a campaign to raise awareness of a new automobile may direct the visitor to a company webpage providing information on where local dealerships are located and how to schedule a test drive.
DEFINITION of ‘Social Media Optimization (SMO)’
The use of social media networks to develop and manage an organization’s message. As a digital strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news.
BREAKING DOWN ‘Social Media Optimization (SMO)’
Various types of social media can be used to disseminate information, including social network websites such as Facebook and Twitter, RSS feeds and news aggregators, blogs, and video websites, such as YouTube.
Companies using multiple social networks may use Internet-based tools designed to improve the organization and dissemination of company messaging. The tool may allow an employee tasked with optimization to push a specific message across multiple networks at the same time, as well as manage any feedback provided by individuals who reply to any posts on social media networks.
Messages in social media optimization can be tailored to specific groups of individuals, allowing social media managers to provide different offerings based on demographic and geographic profiles. For example, a soft drink maker may post a message about how cold a beverage is to Internet users in hot climates, while at the same time telling users in cold climates that drinking the beverage will remind them of summer.
Social Networking :
Social networking is the use of internet-based social media programs to make connections with friends, family, classmates, customers and clients. Social networking can occur for social purposes, business purposes or both through sites such as Facebook, Twitter, LinkedIn, Classmates.com and Yelp. Social networking is also a significant target area for marketers seeking to engage users.
Advantages of Social Networking for Marketers
Marketers use social networking for improving conversion rates. Building a following provides access to and interaction with new, recent and old customers. Sharing blog posts, images, videos or comments on social media allows followers to react, visit the company’s website and become customers.