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Social Media Optimisation


Social media optimisation (SMO) is the twin of search engine optimisation and is a relatively recent development in the online world. Although the term was introduced several years ago, it has taken some time for internet marketers to figure out how to monetise it.

That’s probably due in large measure to the fact that, following the introduction of any new idea, time is often needed to discover what is possible.

Well it has happened. We’re there.

SMO is the twin of SEO – search engine optimisation

When internet marketers create their websites, they look for ways to make them attractive to search engines. Traditionally, this has been done by embedding keywords and keyword phrases into the content on their web pages, as well as using other techniques.

The process of doing this is called search engine optimisation. The reason that this is so important is because only the first couple of pages of search results are normally clicked when users search the web for some information. SEO increases the chances that optimised sites will be visited first.

SMO looks at the traffic problem from a different angle. Instead of attracting people via optimised content, it strives to find where people in the target market are likely to be, and then puts the content in front of them.

In this way, people who might not be searching for a particular keyword or keyword phrase that has been optimized for will see your content regardless.

And that’s where social media comes in. It’s the best place to look for people who share the same interests.

A few years ago, it was possible to post some content on a few social media sites, and then through some clever manipulation, get that information passed automatically to several others with the click of a mouse button.

Nowadays, the basic principle of doing so is still there, but it’s unnecessary to do all the heavy lifting yourself. Various free applications have made it possible for you to connect with these sites. Facebook is a case in point. It’s login is frequently accepted elsewhere.

Article directories, for example, give authors the option of sending an announcement of recently published articles as tweets to Twitter or announcements in Facebook.

Many sites now ask you if you would like to to sign in using Facebook or even LinkedIn, such is the ubiquity of social media.

One of the most significant developments in SMO is that some third-party applications have made it possible for surfers to pass content that they’ve seen on one site to their friends on another. When a critical mass of people do this, the stories, posts, pictures, or videos can “go viral”; meaning that it spreads across the Internet like a virus.

Although some people feel that the constant push of unwanted texts from advertisers will ultimately lead to its downfall, it is more than likely that SMO is here to say.

But, it’s up to marketers in these companies to decide if they will kill the goose with the golden egg.

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