The importance of social media optimisation

21

NOVEMBER, 2016

Social media
Tools

To create a digital marketing strategy, you will have to bear in mind all the different elements that help to improve your position on the net. Much is being said and written about SEO, and you will also have heard about SEM. At the moment, SMO – which stands for Social Media Optimisation – is rising as an important concept to achieve your goals and create a successful campaign.

So, what is Social Media Optimisation?

SMO stands for all the actions you take on different social media, including forums, blogs, social networks, etc., and the way you optimise those social networks to fulfil the goals set out in your digital marketing plan. The person in charge of these tasks is known as a social media manager or community manager.

What does good SMO positioning entail and how to achieve it?

Most actions are geared towards creating content on the brand or company’s sites (different social media, blogs, web pages, etc.) and publishing on other pages where we know our target audience goes (blogs, groups, forums, etc.).

5 golden rules in Social Media Optimization

SMO positioning is governed by 5 rules written by digital trend expert Rohit Bhargava:

1. Making it easy for users to share content on social media, email, blogs…
2. Spreading content across different social networks.
3. Rewarding those who disseminate content.
4. Adapting content to other formats: videos, infographics, Slideshare presentations.
5. Encouraging the mashup (reusing and integrating in web development). Allowing users to take and remix content.

SMO positioning tactics

Here are a few tactics that are guaranteed to boost SMO:

1. Making it easy for users to share. Try creating buttons to share content and set up a call to action. This way, your community will be working as promoters, so it is crucial to know exactly who your target audience is.
2. Managing the brand’s own social profiles properly. It is paramount to keep updating your content and interacting with users. Profiles should always be properly optimised to secure good search engine positioning.
3. Posting quality content that encourages positive remarks, likes and shares on different social media. The aim is to attract quality, stable traffic.
4. Sharing content. Once you have created relevant content on your blog or website, it is time to share it on social media. The social web is where your users are, so it is a great way to make information available to them.

The benefit of these tactics is two-fold: on the one hand, they foster popularity and trust among users and, on the hand, they contribute to SEO positioning.

Social networks are one of many tools to be included in your marketing strategy. The secret to success on social media lies in good conversation. This means choosing the platforms that your target audience uses.

Analysing your results every so often will help you to make sure you are achieving the desired result.

Another important asset to bear in mind is subtlety. The audience must not know you are selling them something. Take care to ensure the content you offer is informative, not commercial.

If you want to find out more, Luis Villanueva’s blog (Spanish), reveals how social media are rising as a very important element in SEO.

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