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7 Top Tips For SMO

Forward-looking marketers need to familiarise themselves about a more effective way of bringing audiences to media destinations by means of social media optimization (SMO.) SMO, unlike SEO, differentiates and distinguishes individuals, making sense of their exact content wants and needs.

Web navigation has experienced a huge shift as the social network replaces search engines as the start page. The average web user has been found to spend nearly three times as much time on Facebook than Google.

Therefore it has never been a more critical time to look at your approach to distribution for the social web.

With that in mind, here are seven of the most crucial elements of an effective SMO program:-

1. Build up your fanbase

SMO tactics will vary over time in the same way that social media will drastically change. Facebook and Twitter are the two major social media distributors. Facebook corresponds to the retail side of the media economy and directly serves consumers. Twitter however, drives media distribution out-of-sight on a wholesale basis. The two combined make up a large majority of the media distribution landscape.

To be effective with an SMO strategy you cannot leave it up to Facebook and Twitter alone to do all the work. You need to set up a marketing drive that will entice fans to your fan page. Make use of Facebook’s advertising platform to raise potential fans awareness of you. Make sure you are fully connected within the social network from the start.

2. Know exactly what your audience wants

The first step is to win the attention of the audience and knowing what it wants. Luckily this data is plentiful. You can find it in your analytics system and in customer research etc. Knowing what the audience wants means asking and observing them and then matching up those observations with creative vision.


3. Make content worth spreading

Once you have established what your audience wants and you have a fan base to appeal to, now comes the part where premier publishers can do their good work. It is important to publish content that is worthy of being shared. This can help to build an influential community of audience and participants.

4. Reward and engage with your audience

This means involving yourself in conversation to encourage dialogue. Talk to your users and ask them what they want. Remember to make the conversation authentic by engaging your audience like a fan, not a marketing PR executive.

It is important to appeal to people’s emotional desires and make them feel important. This can bring rewards such as followers and retweets on Twitter for example. This in turn will help to build prestige and social capital.

5. Package for attention

Standing out puts the focus not just on what you say, but on how it is said. For example, how do you maximize the 140 merchandising opportunities in a Tweet? The writing needs to be compelling and grab attention to fuel overall growth.

6. Design for virality

Your site, your experience, and your Facebook page all need to be designed to encourage virality. Viral distribution is about far more than the content itself. Make sharing easy by incorporating familiar icons and placing them in obvious places where readers would want to share, e.g. at the end of an article. Doing these things provides a firmly integrated social experience.

7. Relentlessly measure

SMO strategies are completely measurable. On every page you can measure how many people viewed it and shared it. Every element can be tested and varied. Test everything rigorously and establish what works well for your property and audience.

These are seven of the most important ways in which SMO can be effectively actioned. If you would like more information on social media optimisation then why not give us a call and speak to one of our digital strategists.

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