Social media optimization (SMO) refers to the creation of online content that is likely to be shared through social networks. Social media optimization is more art than science, as it can be difficult to come up with a consistent formula for creating shareable content. That said, social media optimization is gaining importance as social sharing is increasingly being integrated into search results.
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Social Media Strategy may consider:
- Objectives e.g. creating brand awareness and using social media for external communications.
- Listening e.g. monitoring conversations relating to customers and business objectives.
- Audience e.g. finding out who the customers are, what they do, who they are influenced by, and what they frequently talk about. It is important to work out what customers want in exchange for their online engagement and attention.
- Participation and content e.g. establishing a presence and community online and engaging with users by sharing useful and interesting information.
- Measurement e.g. keeping a record of likes and comments on posts, and the number of sales to monitor growth and determine which tactics are most useful in optimizing social media.