In digital marketing social media optimization or SMO approaches to optimize the social media platforms of company and brand by updating, analyzing, monitoring and improving the quality. To modify the use of social media platforms as a global marketing tool for business and brand. The role of social media optimization for businesses is diversified that includes content tailoring, boosting brand image or reputation, engaging audience, understanding post frequencies and many more. Social media optimization or SMO focuses on generating organic audiences or traffic through social media platforms.

Benefits of Social Media Optimization

On social media platforms people exchange their thoughts, learn through educational tutorials and content by posting images, texts, videos, info graphics and more. Keeping this as a major benefit of social media, companies can easily achieve their target audiences, generate effective communities and groups. Social media optimization builds targeted groups or audiences, creates awareness, generates leads, helps users to easily access the business account on social media platforms and uplift the user experience, value of the brand and social media visibility.

• Customer satisfaction: on social media platforms users can easily query or give suggestions, this feature provides quick response and built brand traffic. Additionally, customer satisfaction flourish the relationship and trust between the brand or company and user.
• Drive more traffic: almost every person uses social media platforms for entertainment, learning or to stay updated. Businesses can post their company’s information, sponsored contents or advertisements and even add the website links or specific service or product links. This will generate more traffic, leads and website reach of the business.
• Improve ranking and website visibility.
• Brand awareness: more the visibility of the brand on social media, higher the chances of improvement in the awareness of brand and make a strong web presence on social media platforms.
• Communication channel: social media platforms work as a communication channel between the business and the users which eventually boost the user experience and encourage engagement of the audience with the business.

Types of Social Media Optimization

Social media optimization works on different factors and features which are classified into two major types of SMO to rank on social media. The following are the major types of social media optimization:

• On-site SMO: the on-site of the social media optimization focuses on the content which is visible to the user or the audience. For example: landing pages, videos, images and more.
• Off-site SMO:  off- site social media optimization manages the content which is not visible to the users or not required for the users for example: editing the video or picture for the business post or requirement, analytical data etc.

SMO majors to enhance content

• Strategy: to upgrade the content and visibility of a brand on social media platforms, it is needed to set a goal and follow the strategy to accomplish it accordingly.
• Conduct keyword research: keyword is the major element in content generation and also important to deliver the objective of the business to the users. Therefore, it is necessary to find the relevant and appropriate keywords depending on the service and business type.
• Content optimization: the content optimization feature is required to generate participating content that is relevant or linked to the business or brand and contains shareable content or ideas. It includes relevant and trendy hashtags and keywords, optimizing the captions, images, videos, posts or combination of certain media formats as per the social media platforms preference.
• Profile Optimization: profile is the first thing that people interact with after looking at the post or content. Therefore, it should be catchy, in user interest and explains the brand or business features.

Optimizing the profile for social media platforms is an important feature of social media optimization which advances the usage and drives traffic to the landing website. To optimize the profile, businesses can use relevant and popular hashtags, keywords in their description and bios, and can add links for the websites, pages, campaigns, and updates.

• Audience Engagement: participating with audiences on social media platforms by answering or responding to their comments and messages actively will help to build relationships with the customers or users. It includes polls and surveys, queries and much more.
• Hashtags: recognizing the trending and relevant hashtags similar to the content and business offering depending on the niche of the brand or company. This method is used to generate brand-specific hashtags.
• Quality and Affordable: the social media optimization maintains the quality of the content and page at free.
• Sharing: sharing the content or the website for promoting the brand is necessary, for the users as well as for the company’s growth.

SMO Tools & Analytics

To run analytics for social media platforms, the social media optimization experts require certain tools to work smoothly and give fruitful results. Here are a few of the favored social media optimization tools.

• Sendible
• Sprout Social
• Buffer
• Hootsuite
• SocialPilot