Social Media Optimization (SMO) is Engaging Public Relations Online
SMO is Gaining Momentum with SEO Consulting Experts and Brand Managers
05.23.2009 – Social media optimization (SMO) is gaining momentum in SEO Consulting. MySpace, Facebook, Twitter, and similar properties that form the springboard for communities of like-minded consumers have reached a tipping point. Once a novelty, they have quickly dominated popular media. In the process, they have become the focus of social media optimization.
One of the reasons social media optimization has gained significant traction with companies is because it provides a unique marketing channel. Rather than depending solely upon traffic generated from specific search queries on Google and Yahoo!, a site can be positioned to enjoy a grassroots - and often, viral - marketing momentum. But, the strategy is not without challenges. To that end, here are the four basic tenets for a savvy social media optimization (SMO) campaign.
Encourage Community Links
Consumers are starved for compelling content. Blog posts, videos, white papers, and news feeds that inform or entertain (ideally both) are perfectly positioned to attract attention. Once such content is discovered, entire communities descend upon it and spread the word. As a result, a company's exposure and link profile can expand rapidly. Community links are one of the underpinnings of an effective social media optimization campaign. As the members of a community spread the word, inbound links grow. And with it comes a growth in organic traffic.
Leverage Tags And Bookmarks
When sharing content with others in their community, people will always gravitate toward the path of least resistance. In the context of social media optimization (SMO), leveraging tags and bookmarks from popular social networking sites is critical. There is no shortage of plugins and scripts that allow your audience to share your content with a single click. Whether "tweeting" to their thousands of Twitter followers or seeding your content on YouTube, Flickr, or Facebook, these tags and bookmarks can help trigger a groundswell of exposure.
Identify The Best Opportunities
Not every social media site offers the same potential for a social media optimization project. Some sites cater to a younger audience. Other sites cater to a professional audience. The key is to properly isolate the target community given a company's product line. For example, a financial services company geared toward high net worth individuals would find limited success on MySpace. On the other hand, a social media optimization (SMO) campaign that targeted professional communities on LinkedIn might be more appropriate.
Integrate Social Media Optimization
The advantages of a social media optimization project, while significant, often distract companies from leveraging SEO, SEM, and ORM. It's important to realize that effective online promotion is a confluence of all strategies. Not only does each use a different route to increase a company's exposure, traffic, and sales, but all blend seamlessly with one another. In effect, social media optimization (SMO) should be integrated as one of several best practices.
These basic tenets form the foundation of a social media optimization project. When crafted carefully, SMO can be used to gain access to communities that would otherwise lie beyond the reach of traditional marketing strategies.
SMO Experts in Social Media Optimization are found at Rostin Reagor Smith, SEM SMO Experts with Proven Social Media Optimization for Public Relations Online.
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- Social Media Optimization is Gaining Respect of Public Relations Online
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