SMO, or Social Media Optimisation, is a way of increasing awareness for your product, service or campaign through various social networking channels such as Facebook, Twitter, YouTube and so on. The correct SMO can help your company, or message to go viral, creating thousands and perhaps even millions of visitors driven to your website. Some people confuse SMO with SEO (Search Engine Optimisation), however SEO is predominately ensuring your website reaches the top of search engines, whereas SMO is to ensure your website is shared, liked and tweeted about by the public.
The Different Types of SMO
Social Media Optimisation is not just the obvious Facebook page or Twitter account, there are plenty of different ways that you can make your message go viral. Social networking sites are just part of SMO which also includes:
Bookmarking or social news sites such as StumbleUpon
People’s blogs or blogging websites like WordPress or Blogger
Video sites like YouTube and Vimeo
Creating a presence on these different types of websites is just the beginning, as you need people to find your message so interesting that they share with others, like on Facebook, Tweet, Stumble and generally talk about what you have to offer.
Although SEO is not the same as SMO, combining the two can ensure an excellent Social Media strategy, as having your website at the top of Google rankings will only improve the amount of people that will see your product, service or campaign.
How to create an effective SMO campaign
As with any types of digital marketing, the most important part is to ensure you have something unique and interesting to say or sell, so that people are enticed to look and share with others. Creating excellent content surrounding your social media profiles, blogs or video channels will give people a reason to link to your website, by sharing it with people that they think would also be interested.
You cannot just set up a Facebook and Twitter account in the hope that people will follow you, or want to read everything you have to say, there will be a lot of work involved to make sure you attract the right audience.
There are many different things you must take into account when creating an SMO campaign, including your target audience, your company brand and values, the message you want to get across and the different avenues you are willing to go down.
For example, you may be targeting 18-30 year old single people with videos around your holiday company, in which case you would focus on attracting attention using YouTube, Facebook and Twitter.
There is a lot to think about when trying to create an effective SMO campaign, which is why it is always recommended to talk to an expert first. Even if you are unsure on whether SMO is the right path for your company, it is worth speaking to those that work in the internet marketing industry so that you can discuss your options further.