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Social Media Optimization and Social Media marketing is a phrase used to increase the popularity of your website on various social media sites such as Digg, Flickr, Facebook, The Objective for SMO can be very different such as:
1) Brand Building: You want your website to be popular among Social media users, The idea is there is lot of people using Social networks, Social Media sites. How do you become popular among the users?
2) Reputation Management: To attain leadership in industry. You participate in forums, answers program to build an image of your company.
3) Networking with people in the same industry or related industry again for brand building and reputation management.
4) Building Backlinks and Traffic: Social media optimization’s biggest benefit is backlinks and traffic. Traffic directly from social media sites and traffic search engines due to backlinks from social media sites.
1) Ability to target your Market segment
2) No Media costs
It is form of viral marketing technique, 3 Success Elements in SMO: Linkability, Visibility/Discoverability, Popularity
It is 50% what you do and 50% what your users do. What your users do will depend on how you build your relationship with your users. For example: By providing an easy access to submit your content on social media sites there is good chance your users will post it, if your content is worthy.Therefore the process of making your website social media complaint is known as social media optimization.
Key features of Social Media Sites:
A) Social Media sites have large number of users, therefore increasing the visibility of your website on these sites will surely have marketing benefits.
B) Social Media sites have lot of information such as user profile data which can be effectively used to rank users, or target a specific set of users for advertising.
C) Social Media sites have high user activity, due which fresh content upload happens at frequent intervals sometimes faster than News & PR sites.
D) Most social media sites has the ability to measure the quality of user generated content/users quantitatively and are transparent to general audience and search engines.
For example Digg gives details on how many diggs on content, who has dug, who has blogged about the content, what are their user profile data. All these details are transparent due to which the quality of the site, quality of users and quality of content can be measured both by users and search engines.Elaborating the points stated by Rohit Bhargava on social media optimization.
· Increase your linkability: Linkability is definitely the first step of optimization wherein users must be able to link to your rich content from other websites/blogs. Every successful website/ online business inherently is aware of this.
· Make tagging and bookmarking easy, submitting content easy: In short this means encourage to people to link to your website or post your content on other sites. As website owner you must encourage your users to link to your content and make the overall process of linking simpler, by few clicks.
· Reward inbound links: When you reward your users by giving a link to them in return of their link, you will encourage them to write more about you. This is very nicely practiced by Google blogs, you can find Google blogs(Adwords blog, Webmaster central blogs etc) linking to every blog who write about them. This encourages blog writers to write more about Google and their latest news.
· Help your content travel: This is another important optimization. If you allow your content travel, you are also generating backlinks wherever your content is published. RSS feeds are great example.
· Encourage the mashup: Mashup is simple algo in which inputs one or more content and outputs a new content using standard functions. Do you know the behavioral pattern of users who visit your website? Find out the behavioral profile of your users:
A) Are they tech savvy?
B) Are they first time internet users?
C) How many of them have a blog?
D) How many of them have Orkut profile, facebook profile?
E) What is their Internet Usage frequency?
F) How many of your website users, have a profile in social media sites?
A website like irctc.co.in may not currently need a social media optimization, but a website like rajshri.com definitely needs one currently. It also depends on how you want to grow as online business and which market segment you want to target in future.
Create Valuable and useful content, junk content can never be able to achieve the traffic, rankings you desire. The content must be useful for the users in your market segment, so that your attract quality traffic.
Help the social media users to post, rate and review your content.
Participate in relevant social media site, and network with people.
Types of Social Media Sites
Various types of social media sites are reviewed on SEO, Traffic, Ease of Optimization: For actively promotion and building your community high participation levels are required in each of the below sites.
1) Bookmarking Sites: Most bookmarking sites are open for crawling; hence getting as many pages in other users bookmark list is beneficial.
2) Social Media Content Rating Sites like Digg, reddit, propeller etc.: The work has to be done in building your network, friends’ circle that diggs your content, only way to attain top rankings is high level of participation in combination with posting high value content.
3) Image Sharing Sites: Upload images, tag effectively, form groups & networks for sharing and tagging.
4) Video Sharing Sites: Sites like Youtube.com, Dailymotion host videos as well allow users to post them on blogs, link to them etc. Additionally there are users viewing your video & posting comments on your video.
5) Social Networks such as Orkut, Facebook etc: Very little SEO value, as most sites are not open for search engine crawlers. Ideal for reputation management.
Social Media Optimization cannot be separated with Search Engine Optimization as SEO reaps significant benefits from SMO activities. Moving forward Social Media optimization will be the way to optimize sites, as sites will focus more on personalization, local and building relationship with niche audience.ROI of SMO activities is dependent on what you measure as success. If generating backlinks and ranking on search engines is success for you then you must invest in SMO activities for generating backlinks only.
The question is how do you measure success?
If you have a small website you can measure traffic and backlinks. For this you can set up Google analytics with e-commerce tracking and goal conversions. Look at traffic from referral sites and you can find traffic from social media sites. Also, you can find increase in rankings for top keywords on search engines.For more study on Social Media Optimization you could find these links useful: