Social Media Optimization (SMO) is the use of social media networks to manage and grow a company’s message and online presence. As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, engage with customers, and mitigate potentially harmful messages.
What is Social Media Optimization (SMO)?
All brands probably want engaging and dedicated followers on social media. Why shouldn’t they? It is an inexpensive way to increase brand awareness and market products. But it is not easy to build such an audience on social networks. And it is not enough to be present on a single platform. This is where social media optimization (SMO) comes into play. This way you get more engagement to further increase the reach of your business.
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According to a report and We Are Social, there are 3.499 million active social media users worldwide. You have the opportunity to reach active users, but you need to optimize your social networks to do so. We explain what social media optimization (SMO) is and how it relates to search engine optimization, share some SMO tips, and share some examples of B2B companies that are successful on social media.
The link between social media and research
It’s easy to think that all you need for good search performance is a fast website with rich content and relevant meta tags. However, Google’s algorithms consider many signals and social media performance is one of them. Social media performance and things like follower count and engagement can be positive signs for Google. Essentially, if your social media is optimized, you’ll also get better search results.
But what is social media optimization for?
In short, Social Media Optimization (SMO) encourages businesses to analyze, audit, and make adjustments to both their content and their accounts to follow social media best practices.
The concept of SMO is quite simple. Similar to SEO or CRO (Conversion Rate Optimization), SMO also requires optimization and testing.
Why bother? While many brands make their social media efforts look easy, the reality is that the most successful accounts don’t ignore the finer details of optimization. The benefits of social media optimization are three:
- Increase the visibility and reach of your content, which will lead to more engagement (clicks, traffic, etc.)
- Evaluate the overall ROI and results of your social marketing (think: sales, brand awareness)
- Develop a consistent process for creating content that’s ready to go (on your brand).
- We have seen with our own eyes how more and more marketers are taking responsibility when it comes to social media performance. By optimizing, you increase the probability of hitting your KPIs and make it easier for yourself by establishing a process to refine your content.