The use of social media networks to develop and manage an organization’s message. As a digital strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news.
The goal of SMO is to strategically create interesting 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 and then share this content, via its weblink, with their social media contacts and friends. Common examples of social media engagement are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content”. Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.
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.
Social media optimization often directs the public from social websites to the company website, where more information can be provided. Companies using multiple social networks may use Internet-based tools designed to improve the organization and dissemination of company messaging. The tool may allow an employee tasked with optimization to push a specific message across multiple networks at the same time, as well as manage any feedback provided by individuals who reply to any posts on social media networks.