Social media optimization: meaning & definition
SMO or Social Media Optimization refers to all techniques but also the various actions implemented to improve the visibility and awareness of a brand or a company on social networks.
A real specialty, SMO has become as important as SEO. It must be said that there is a lot of social media. Among them are:
What does Social Media Optimization (SMO) mean?
Social media optimization (SMO) refers to the creation of online content that can be shared across social networks. Social media optimization is more of an art than a science, as it can be difficult to find a consistent formula for creating shareable content. That said, social media optimization is becoming increasingly important as social sharing is increasingly integrated into search results.
Mix With Marketing Explains Social Media Optimization (SMO)
Generally speaking, social media optimization involves two basic steps: creating shareable content and adding social sharing tools to make sharing easier, in practice, for users. However, SMO is much more involved. Successful sites have found that the title of a piece of content is an important key to getting a user to commit to viewing it.
Next, the strength of the first paragraph affects the amount of reading by those users. However, getting a user to share a piece of content depends on the quality of the piece – and that can often trump a weak title or misleading first paragraph. Finding the right balance between attention-grabbing effort and interesting information is fair
Note: that the SMO includes everything related to the management of advertising on social networks.
You should know that today, on Facebook as on Instagram, it is possible to carry out targeted campaigns that are particularly beneficial for your brand. The SMO also makes it possible to optimize the management of e-reputation.
The many benefits of SMO
If the SMO is very quickly met with great success, it is because it helps professionals to boost their activity. Even if social media optimization has very little impact on SEO, its effects are very positive.
Here are some advantages recognized by professionals.
- Creation of backlinks that boosts natural referencing
- Better reputation with its public
- Best SEO
- Improved social traffic
- Multi-channel communication
All about the SMO strategy
The SMO has therefore become essential. Displaying your presence on social networks and other social media is no longer an advantage but a necessity. In certain fields of activity such as fashion, beauty, gastronomy, or tourism, the SMO strategy is at the heart of communication campaigns.
Everything is worked on social networks:
- The message
- The visual
Develop and animate your community
As part of your SMO strategy, you will need to grow your community. Thanks to social networks, you will be able to identify people likely to be interested in your products and services. You will get to know them and you will then be able to create content adapted to their needs and desires.
Animating your community also means entertaining it by offering entertainment. Depending on the season and your field of activity, you can set up questionnaires, quizzes, contests with prizes to be won, etc.
Every animation should have a purpose. On social networks, you can even engage your audience by asking them to take a picture with one of your products.
Implement actions that link stores, sites, and social networks
Social networks can allow you to make the link between your different points of sale.
- For example, if you have a physical store, you can showcase it on social media through videos.
- Animations can also include a visit to the store to discover a code or collect a gift. It is up to you to determine the best actions to put in place.
This link that you create between the web and physical stores is very important. It reassures customers and future customers who see the human side of your business. Moreover, with the pandemic that has shaken the planet, online purchases by small traders have exploded.
A good SMO strategy will allow you to recover but also to develop your activity.
Increase traffic and conversion rate
Of course, the SMO was designed to increase the traffic of your site and in particular your e-commerce site.
Good to know
Thanks to a solid SMO strategy, you can better target your audience and therefore qualify it. The traffic increases on your sites as well as the conversion rate.
Working on the SMO allows you to be closer to your audience and therefore optimize your activity. In addition to converting you, you will be able to build loyalty and even continue and develop your business in these times of health crisis.