Social Media Optimization[SMO]

Social media is an internet-based form of communication. Social media platforms allow users to have conversations, share information and create web content. There are many forms of social media, including blogs, micro-blogs, wikis, social networking sites, photo-sharing sites, instant messaging, video-sharing sites, podcasts, widgets, virtual worlds, and more.

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What are the benefits of using social media?

Billions of people around the world use social media to share information and make connections. On a personal level, social media allows you to communicate with friends and family, learn new things, develop your interests, and be entertained. On a professional level, you can use social media to broaden your knowledge in a particular field and build your professional network by connecting with other professionals in your industry. At the company level, social media allows you to have a conversation with your audience, gain customer feedback, and elevate your brand.

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Social media marketing?

Social media marketing is all about being present and engaging your target audience directly, but at the same time, the medium is largely unorganized and uncontrolled. In order to succeed, you will need a strategy which helps you to reach out to the right audience and join in with the global conversation that is social media. If you have yet to be convinced of the enormous potential that social media offers to small businesses

Key ways in which social media can help you connect with your target audience:

Generate awareness of your company and its products or services by tapping into one of the largest audiences in the world.
Generate leads through your social networking connections, speeding up the process by creating events and promotions.
Draw in visitors to your website and other online portals by using your social media resources to promote new content.
Maintain direct relationships with your customers and potential customers in order to improve your product and get to better know your audience.
Provide customer service and advice directly to your audience and get useful feedback from your followers to help track your success.
Facilitate sharing of your online content through the use of social media sharing buttons, effectively letting your audience advertise for you.
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Social Media Networks to Use

While just about everyone has heard of the largest social media sites, such as Facebook and Twitter, there are many others worth a mention to. This chapter takes a look at the world's most popular social media platforms and how they can help small businesses with their social marketing campaigns.


With 1.28 billion active user accounts in March, 2014, Facebook is by far the largest social media platform in the world providing both paid and free marketing opportunities for businesses small and large.

  • Facebook business pages offer a platform for businesses to provide regular updates, build up subscribers and engage audiences directly.
  • Facebook Ads provides a pay-per-click (PPC) advertising system which businesses can use to provide targeted ads to relevant audiences.
  • Your target audience can share your content on their own Facebook accounts and increase awareness by 'Liking' certain posts.


The social networking and microblogging platform Twitter has 200 million active accounts, and it is particularly popular for businesses, entrepreneurs and celebrities to provide short, regular updates.

  • Twitter users can post short 'Tweets' with a 140-character limit, making the platform compatible with SMS as well.
  • Create a Twitter page specifically for your business and use it to attract followers and reach out to your target audience.
  • Twitter Promoted Tweets provides businesses with a paid advertising platform helping them to reach out to a wider audience.


LinkedIn has 277 million users, and unlike Facebook, Google+ and Twitter, it is specifically aimed towards a professional market consisting of both individuals and businesses.

  • Creating a Company Page with LinkedIn provides you with a platform to showcase your business and connect with potential customers and leads.
  • LinkedIn is the number one social media resource for professional connections, such as those in business-to-business (B2B) marketing.
  • Search for employees and valuable business leads by browsing through professional profiles on LinkedIn.


Another primarily image- and video-based social media website, Instagram has more than 150 million active monthly users making it one of the most popular services of its kind.

  • Being visually orientated, Instagram is ideal for businesses in the fashion, food, travel, design and technology industries.
  • You can post creative snapshots and other illustrations showcasing your company's products, host photo contests and integrate promotional codes.
  • You can only link to your business's website through your Instagram bio page, though you can refer to it in post comments to help generate traffic.


Though not primarily a social networking website, the world's third most visited website and the most popular video sharing resource, YouTube also integrates important social features making it too important to ignore.

  • YouTube provides a free platform which businesses can use to publish video content such as tutorials, product overviews and more.
  • YouTube provides its own paid advertising program; allowing businesses to have their ads appear in other people's videos.
  • YouTube's social features include video commenting, integration with Google+ and ratings by way of likes and dislikes.