In this article, you will learn what social media optimization means, the professional who works on it, its connection with SEO, and much more.
Nowadays, businesses need to dominate SMO skills to effectively reach their target audience, build brand awareness, and drive traffic to their websites.
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Social Media Optimization
Social media optimization, better known as SMO by digital experts, is an activity that extends interaction from a social page to a website.
In other words, it plans a strategy aimed at implementing the brand awareness of the company. Increasing customer awareness of our brand is the first phase of a company’s ideal funnel.
The task of social media optimization is to increase brand awareness through social media. Social media optimization goes hand in hand with search engine optimization (SEO).
It is normal to think of coordinated work between the two since if SEO is tasked with optimizing the content, code, and architecture of a site or web page, SMO aims to show this content to as many users as possible.
Social media optimization optimizes all actions taken to maximize the visibility and circulation of online content.
“It’s precisely where SEO can’t reach that SMO comes into play“
This applies not only to the proper intersection of work between social media optimization and search engine optimization but depends to all marketing activities. It translates into creating Social Media Content.
Social media optimization is possible thanks to the evolution of the search network. With the advent of Web 2.0, social media is no longer seen as a platform where we are allowed our own publishing space, but as a source of information supply.
Social media is important for the growth of brand awareness simply because 2.2 million spend at least 45 minutes on social media during the day.
Proper planning and careful targeting of users by social media optimization can bring many new users to the company.
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A social media optimizer generates original online content to motivate the user to visit the website. What goals does it set?
- Generate TRAFFIC: this is the primary goal in SMO; generating traffic means bringing new users to the website through social media.
- Improve ONLINE REPUTATION: a brand must have a good reputation on the web, as it translates into a significant presence in search engine results pages (SERPs).
- Generate and strengthen USER INTERACTIONS: a significant limitation of online activities compared to offline ones is the “contact” with the customer. The use of social media is essential, especially for users, as social pages allow increased communication with customers.
- Increasing communication with the user: eliminates doubts and increases product transparency. Customer loyalty is another ongoing challenge in the digital realm, and social media makes it easier to make the user “ours.”
There are no strict rules that guarantee 100% success, but we can consider some best practices that will help us achieve our goals.
As mentioned earlier, managing multiple social networks is not very advantageous, and it is even less so to hope to manage multiple social networks by posting the same images at the same time for all platforms (cross-posting).
Each social media platform has its best practices that differ from one another. These practices are not dictated by platform “rules” but rather by user habits.
Understanding the platforms is crucial both regarding publication criteria and the type of audience that subscribes to that social network.
Pinterest will never be used for job searches, at least for now, unlike Linkedin which is verticalized in that sense.
Knowing the target audience and the type of social media are the basics for a successful SMO.
Let’s differentiate social media:
- Facebook: mainly used for entertainment, fun, and meeting new people. Best practices: Open Graph Meta Tags, and snippets of code to display the page content correctly. The right publishing time is when our audience is online, typically between 1 PM and 4 PM.
- Twitter: primarily used by those who want to share a status with their followers. Two aspects to differentiate are hashtags and mentions. The former creates a label capable of reaching users who use the same hashtag. The latter is a proper citation. Sharing times are usually in the afternoon or during “empty” moments of the day.
- LinkedIn: creating a profile on LinkedIn allows for a large number of interconnections, for example, with other members, with companies that have a page on the social network, with user groups, with job opportunities, and so on. On Linkedin, the best times for sharing are from 10 AM to 1 PM, as it is primarily a professional platform, and activity tends to peak in the morning.
- Instagram: it is primarily a platform for publishing photos and videos. Photos of any kind, capture everyday life in most cases. Instagram stories, lasting 24 hours, are crucial in representing daily life and are widely used.
Hashtags are also important, serving as labels to reach other users, much like on Twitter. As in all social media platforms, some pages allow users to become followers, just like with other Instagram users.
- Pinterest: What is Pinterest?
- A platform for visual sharing rich in creative ideas (learning about interests).
- A digital collection of images, products, and creative ideas.
- A platform where users begin shopping (creating categories and interests).
The connection with search engine optimization
SEO (Search Engine Optimization), as mentioned earlier, goes hand in hand with Social Media Optimization. It encompasses all activities aimed at optimizing a website to improve its positioning in organic search results such as Google.
The connection between SEO and SMO is significant because if the former is responsible for editing content to achieve a better search engine ranking, it ultimately delivers useful material for the latter.
Social media optimization is useful for acquiring new customers through content edited by the Social Media Content team, which includes SEO. In this regard, the famous quote from Bill Gates, founder and honorary CEO of Microsoft, is relevant.
At the dawn of the digital age in 1996, he said:
“Content is the King”
“Content is king,” the content is sovereign. In that famous speech 22 years ago, he continued to say, “Content is where I expect much of the real money will be made on the internet.”
One of the richest men in the world wanted to emphasize to all copywriters that content has always been the most crucial part of communication since the days of traditional publishing.
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Social Media Marketing
Implementing brand awareness is a goal to achieve, and as mentioned, it is primarily done through social network marketing. This process includes social media optimization, but not only that.
For promotional purposes, it is good to integrate this with other forms of marketing and online visibility, such as search engine marketing (SEM), Social Media Advertising (SMA), and Digital Public Relations or Digital PR. Social media marketing, along with social customer service, social selling, and others, is considered a component of Social Marketing.
It is a form of Internet marketing that leverages the ability of social networks and web applications to generate interaction (engagement) and sharing (social sharing) to increase brand awareness.
Some key steps to be able to do:
- Conducting a social media marketing audit.
- Defining social media marketing objectives.
- Identifying the target audience.
- Creating a social media content strategy.
- Pay attention to Influencers.
- Choosing the social media marketing platform.
If you are interested in discovering how social media optimization works, knowing everything complementary to this subject is essential.
Discover the training course in Social Media Marketing and become one of the best in this field
Social Media Strategy
Social media optimization, social media marketing, search engine optimization, search engine marketing, digital PR, and everything related to advertising on social media or the web need a strategy.
Based on data, there are 3.42 billion people worldwide using the internet and 2.31 billion users using social media.
This migration from offline to online requires a change in strategy for brands in the market, forcing them to retain the old audience and capture new ones.
This integration into the online world is not easy, but it needs to be carefully and attentively planned.
It is the planning of activities on various social channels to become known and to manage the brand’s reputation. It doesn’t all come together in a strategy on how to find the right cohesion between the various channels.
But make the company understand how much budget to allocate and where to manage economic and human resources, and above all, be able to visualize the results given by the channels to manage them and try to improve the company (Social media analysis).
It is important if you want to work on social media, especially if you want to use multiple social platforms. The role of a Social Media Strategist is therefore functional for planning a social strategy so as not to squander the budget available among various resources.
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The SMM is the digital professional who takes care of managing social media channels in cohesion with each other. The goal?
Increase activities related to news dissemination, management of an editorial plan, communication of your company’s brand, discounts on products, services, and events, and sharing of content from the company blog and website.
Becoming a social media manager is parallelly associated with being a social media manager.
Experience in social media channels is what a good social media manager should have, flexibility in using channels like Facebook, Instagram, Twitter, Linkedin, etc. Having experience translates to having a technical background to become one.
How to do it? Take a course in Social Media Manager.
There are many and varied professional training institutions, both public and private. Important in this work sector is practice, so it is advisable to take a specialization course that also includes this.
Doing social media marketing means having various resources entrusted by the company to the manager to be able to do business on social networks.
It’s easy to understand that to have certain responsibilities and tasks, it is certainly not enough to know theoretically but also above all practically what to do.
Social Media tools
In the web landscape, when it comes to work tools, many options can be categorized into Open Source (free) and Closed Source (paid) resources.
The difference between the two, aside from cost, lies in the ability to modify the code, which limits our work to a certain extent.
Professionals, if possible, prefer to rely on free resources since those dealing with these tools usually do not require code modification.
Open Source Tools:
Management and Monitoring:
- Ifttt: a service for connecting social networks, based on action-reaction systems. It allows the creation of labels to connect social platforms.
- Warfare: a WordPress plugin used to create sharing buttons on your blog, with a related analytics system.
Graphics and Photography
- Canva: useful for social media managers who need to edit custom graphics for social platforms.
- Vecteez: offers excellent free or low-cost vector graphic selections, suitable for sharing on social media for events, places, etc.
- Giphy: enables easy creation of personalized animated gif videos.
Video Editing and Photo Editing
- Lumen5: converts articles and blog posts into video content for download and sharing on social media.
- Powtoon: allows the creation of animated videos for presentations and video projects.
- Adobe Creative Cloud: provides access to various photo editing tools like Photoshop.
- Google Analytics: a web analysis tool offered by Google that tracks web traffic.
- WordPress/MailChimp/HtmlEditor: tools usable with basic HTML knowledge, commonly used by most digital users.
- Grammarly: a tool that allows downloading a worksheet with a scan for grammatical errors.
Charts and Statistics
- GlobalWebIndex: provides infographics on the habits and trends of digital consumers worldwide, updated in real-time.
Over the years, the digital revolution has favored the growth of increasingly specialized disciplines for each specific area.
The major marketplaces, the industry giants, do not concentrate the work in a single team for the management of all digital aspects.
These market leaders entrust the management of each digital aspect to a dedicated team. Each team interacts with others for the exchange of information, results, etc.
The diversification of tasks in the digital world has led to the formation of new professional figures, in this case, individuals dedicated to social networks.
So, when we talk about SEO, SMM, SMO, SMS, etc., we are referring to Social Media Marketing.
Content promotion on social media spans across multiple disciplines and can be carried out on various platforms.
Social Media Optimization (SMO) is a component of advertising on social networks. Still, like all digital practices, it works and yields tangible results in the medium to long term only when coordinated with each other.
Therefore, SMO is effective when SEO edits original content that can pique the reader’s curiosity, and Social Media Marketing (SMM) leverages such content to attract new users to its website.
These steps are orchestrated by a Digital Strategy that knows how to place the pieces of the game in the right position and in the right way, with proper planning.
Other professional figures related to this field include:
Social Media Advertising is simply promotion through banners or textual advertisements on social media through user communities.
It’s innovative because it allows for high targeting of the audience, showing “ads” only to users interested in the advertiser’s products and services.
SEM (Search Engine Marketing) is the discipline that deals with search engine results page (SERP) positioning, in contrast to SEO.
While SEO achieves this through content, SEM does it through a real-time auction to secure positioning in the search. This process is done on search engines (Google), similar to the approach used for social media, where sponsored ads can be purchased.
If you want to improve your Google ranking, check out Digital Coach’s offerings
Digital PR is the role that manages social media and aims to enhance the reputation on these platforms.
Through tools or simply by listening, it gathers information on how the target audience talks and what they would like to discuss. In other words, it is responsible for direct interaction with social media users, and responding to messages, requests, and user queries.
If optimized and coordinated, these professions are nothing but tools to excel in business social networks. Nowadays, all the best players on social media are well-positioned, knowing that running a successful social media campaign means attracting a large number of users.
Intuitively, social platforms are now saturated with advertisements, making advertising on social media quite competitive. Results become visible only in the long term (if you want to achieve a good organic position).
The goal is to explore new social platforms to be among the first to advertise in that corner of the web, preferably with as little competition as possible.
Emerging social platforms are becoming more specialized, focused on specific functionalities, and increasingly geared towards a younger audience.
Some examples include:
The above content emphasizes SMO’s synergy with Search Engine Optimization (SEO), the importance of strategic planning in social media activities, and the necessity for a well-crafted social media strategy to navigate the dynamic online environment successfully.
The content aptly covers essential aspects, from the responsibilities of a social media optimizer to the intricacies of social media marketing and the connection with other digital disciplines.
Furthermore, it provides practical insights into tools, strategies, and real-world case studies, reinforcing the notion that a well-executed SMO strategy can significantly impact brand awareness and success in the competitive online space.
If you want to successfully do Social Media Optimization, contact an expert. They will help you understand how to achieve it
Hello there! I’m passionate about a variety of interests, including playing badminton, diving into video games, indulging in movies and series, and exploring new destinations while listening to my favorite tunes. I thrive on learning, constantly seeking out new knowledge and experiences. My professional journey started in a call center, but I’ve transitioned into freelancing, dedicating myself to continuous improvement and striving to be the best at what I do.