What Can Social Media Optimization Do for You?

By Ric Shreves, Michelle Krasniak

Social media optimization can be tailored to a variety of tasks. To ask what SMO can do for you is to ask what social media can do for you. Indeed, anything you set out to do with social media, you can do more effectively through proper application of the principles of SMO. As its name implies, SMO is about optimizing your social media efforts, making them more efficient and more effective in achieving your goals.

Among the proven uses of social media are the following:

  • Raising brand awareness

  • Driving traffic to a website

  • Improving search engine visibility

  • Improving customer service

  • Increasing brand loyalty

  • Protecting and enhancing brand reputation

  • Managing crises

  • Generating leads

When you apply SMO tools and techniques to your social media efforts, you see the following benefits:

  • Improved efficiency

  • Time saving

  • Better planning

  • More structured execution of social media techniques

  • Increased leverage of your efforts

  • More comprehensive feedback and analysis of social media efforts

  • Lower susceptibility to burnout

Put another way, SMO is a process improvement. It’s largely about imposing on your existing ad hoc practice a more methodical, measured practice, with an emphasis on cost/benefit analysis and extending your reach without outrunning your ability to engage with the audience. By considering from the outset the need for integration of your social media marketing with your website content marketing, you can deliver more benefits with less effort.