The lowdown: What is Social Media Optimization?
Social Media Optimization (AKA: SMO)
For example, SMO helps with:
- Finding ways to ensure that all contact info gets updated on every profile when any change happens
- Ensuring that business profiles are consistent across other networks, while at the same time not sharing the same content everywhere
- Helping to hone in on how you want to use each social media network based on their overall demographic
- Making sure that social media profiles remain connected to websites
- Setting up ways to track analytics on social media marketing campaigns based on KPIs
And that’s not all!
Are you familiar with the ever-changing landscape of social media? What about how to connect the dots between your social media profiles and websites, analytics, etc.?
Guess what? Not many do! Nor, are they familiar with how those things would even be of benefit! Surprising, eh?
As the saying goes: “You don’t know what you don’t know.”
Bad(ish) News First!
Nowadays most of us use social media at some capacity. However, when it comes to social media marketing, many misconceive social media as social media marketing or social media optimization.
If you’ve been down the social marketing path, you know that marketing, optimization, and business pages differ from personal profiles
(Answer: A LOT of people/businesses do! It’s an actual phenomenon called the Mere-exposure effect!)
Most companies believe that they’ve optimized their social media profiles because they’ve spent HOURS fine-tuning and setting up said accounts.
In short, optimizing social media IS NOT about filling in profile info and waiting for visitors to pour in. It’s also not a one-time thing.
It’s never-ending because there is always something to add, improve upon, or fix!
Keep these 2 things in mind
First, know that SMO happens over time
Secondly, keep in mind that after you add the business profile info (including images), this is when SMO begins! You have to have something to optimize before you can…optimize.
What SMO is
It’s an effort to help streamline a business’s social media presence while at the same time optimizing marketing efforts. In other words, SMO gives us an overall picture of where things stand and what needs to get fixed. Once you know those two things, you can more easily set up a new marketing or optimization campaign.
How to start an SMO campaign
When first starting, figure out if you’re choosing the best social network for your business. After that, a social media marketing plan needs to come together that is based around an overall goal.
How do you figure out social media marketing goals? Start small and work up from there!
Once you have some (annual) goals, figure out which KPIs to measure and if you can successfully track them. The way to figure that out needs to based around the tools you have, current staff coverage, their skillsets, etc.
Once you have the above info, pick only one thing to focus on for the next 3-6 months. As a suggestion, try to select at least four goals for one year. That way, you can focus on a single goal every three months (at first). However, depending on your business’s size, the above amount can pose a challenge until you get things streamlined. If that’s the case, pick two goals (for the year) and review ONE every six months.
Once you decide upon your goals and have a timeframe, track what works and what doesn’t. Then, make adjustments during your review times and NOT in the middle of a testing period! (This technique is known as conversion rate optimization.)
Lastly, rinse, and repeat until you hit your goal and get things streamlined!
Now, for some good SMO news!
Keep in mind that no matter what, SMO is not there to judge! It exists to help make your social presence better! The tricky part with SMO is that some things work for some companies while other techniques won’t
Some SMO insight
From my experience, when a company looks for SMO services they’re looking for a sounding board or 2nd opinion. They aren’t looking to entirely outsource their marketing efforts!
If you are looking for the later, keep in mind that social media optimization doesn’t manage your marketing! Optimization is there to help improve upon what has already been implemented. SMO also helps with future campaign planning and figuring out new focal points. So if you’re looking to entirely outsource marketing, having the above info will help aid in the transition. (And help to save you money if the marketing firm has
Small businesses should learn the ropes of SMO
Now don’t get us wrong, social media marketing agencies can be super helpful! However, if you don’t have goals, why on Earth would you hand it over to someone else?
Ultimately, if you want to save time/money by optimizing what you already have, then try SMO in-house before outsourcing! That way, you’ll have something started, initial goals (mostly) figured out and an idea of what needs to be improved.
When you start hitting goals and your business grows to where you need assistance, you’ll know! At that point is when you need to look into hiring in-house or outsourcing marketing efforts. Trying to scale a business too fast without a plan is never good.
So there you have it, a quick rundown on what social media optimization is, and how it can help. To get started on social media optimization, check out these posts:
- 7 Benefits of Social Media Marketing
- Common social media marketing misconceptions
- Small business considerations before joining a new social network
- 10 Social Media Marketing Strategy Tips
- Check out these social media marketing tools
In the meantime, stay tuned for additional UGH! Media blog posts!
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Although we specialize in Conversion Rate Optimization (specifically within Website and Social Media Optimization), we may not already be your CRO company. This post does not establish a UGH! Media LLC-client relationship. It is simply for informational purposes only. For more info, please refer to our disclaimer.