Social Media Optimization
SMO is an abbreviation for Social Media Optimization. SMO is the technique of organizing, regulating and directing social media activity with the intent of directing specific internet traffic to a specific website. It is a type of online strategic marketing activity that is mainly aimed at increasing the quality as well as quantity of internet users to a designated website.
Just as search engine optimization (SEO), SMO is also a type of internet marketing and website optimization strategy. Although social media optimization is similar in many ways to search engine marketing such as directing net users to a specific website, but it also differs substantially from SEO. The main point of differentiation between SEO & SMO is their approach to this basic concept, as the focus of SMO is mainly on driving traffic from other sources rather than search engines. An effective SMO strategy also helps in improving search engine rankings to a great extent.
The concept of "social media optimization" was first coined and used by Rohit Bhargava. According to him the concept behind SMO strategy is to implement changes so as to optimize an entire website, so that it is:
- More easily linked to
- More visible in social media searches on custom search engines (eg. Technorati)
- More frequently included in relevant posts on blogs, podcasts and vlogs.
Rohit Bhargava's original five rules for conducting social media optimization are:
(1) Increase your linkability
(2) Make tagging and bookmarking easy
(3) Reward inbound links
(4) Help your content travel
(5) Encourage the mash up
There are two major types of SMO techniques:
(a) Adding special social media features to the content of the target website, like RSS feeds, user rating & polling tools, social news & sharing buttons and posting community functions like images and videos.
(b) Different types of promotional activities in social media domain, apart from the website content being promoted, such as: blogging, posting comments on other blogs, participating in online forums and discussion groups as well as posting status updates on social networking profiles.
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