Social media optimization

Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feeds, social news, bookmarking sites, and social networking sites such as Facebook, Instagram, Twitter, video sharing websites, and blogging sites. SMO is similar to search engine optimization (SEO) in that the goal is to generate web traffic and increase awareness for a website. SMO's focal point is on gaining organic links to social media content. In contrast, SEO's core is about reaching the top of the search engine hierarchy.^[1] In general, social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites.^[2]

SMO is used to strategically create online content ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website. Users share this content, via its weblink, with social media contacts and friends. Common examples of social media engagement are "liking and commenting on posts, retweeting, embedding, sharing, and promoting content".^[3] Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, an SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.^[4]

In the 2010s, with social media sites overtaking TV as a source for news for young people, news organizations have become increasingly reliant on social media platforms for generating web traffic. Publishers such as The Economist employ large social media teams to optimize their online posts and maximize traffic,^[5] while other major publishers now use advanced artificial intelligence (AI) technology to generate higher volumes of web traffic.^[6]

^ Tuten, Tracy; Solomon, Michael (2018). Social Media Marketing (4th ed.). London: SAGE Publications Ltd. pp. 229–230. ISBN 9781526423863.
^ Sturgis, Ingrid (2014). "Social Media Optimization". In Harvey, Kerric (ed.). Encyclopedia of Social Media and Politics. Vol. 3. CQ Press. pp. 1167–1171.
^ Bradley, S. V. (2015). Win the game of Google-opoly: Unlocking the secret strategy of search engines. Wiley. ISBN 9781119002581.
^ Frick, T (2010). Return on engagement: Content, strategy and design techniques for digital marketing. Oxford: Focal. ISBN 9781136030253.
^ Preston, Peter (July 31, 2016). "Print still has a future, and Le Monde can prove it. Aux armes, citoyens!". The Guardian.
^ Smith, Mark (July 22, 2016). "So you think you chose to read this article?". BBC News.

[1] Tuten, Tracy; Solomon, Michael (2018). Social Media Marketing (4th ed.). London: SAGE Publications Ltd. pp. 229–230. ISBN 9781526423863.

[:02-2] Sturgis, Ingrid (2014). "Social Media Optimization". In Harvey, Kerric (ed.). Encyclopedia of Social Media and Politics. Vol. 3. CQ Press. pp. 1167–1171.

[3] Bradley, S. V. (2015). Win the game of Google-opoly: Unlocking the secret strategy of search engines. Wiley. ISBN 9781119002581.

[:0-4] Frick, T (2010). Return on engagement: Content, strategy and design techniques for digital marketing. Oxford: Focal. ISBN 9781136030253.

[Preston-5] Preston, Peter (July 31, 2016). "Print still has a future, and Le Monde can prove it. Aux armes, citoyens!". The Guardian.

[Smith-6] Smith, Mark (July 22, 2016). "So you think you chose to read this article?". BBC News.

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