Social media optimization (SMO) is the mode of a number of tools and communities to generate publicity to increase the awareness of a product, service brand or events. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites like Facebook, Twitter, LinkedIn websites and blog sites. SMO is similar to search engine optimization, in that the goal is to generate more web traffic and increase traffic for a website. In general, social media optimization refers to optimizing a website and its data to encourage more users to use and share links to the other website across social media and networking sites. SMO also refers to softwares that automate this process, or to website experts who undertake this process for audience.
The goal of SMO is to strategically create interesting online traffic, ranging from well-written text to eye-catching digital pictures or video clips that encourages and entices people to engage with a website and then share this content, via its weblinks, with their social media contacts and friends. Common examples of social media are “Likes and commens, retweet, embedd, share and promote the content”.
Social media optimization is also an effective way of doing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the positive feedback is the first link to come up in a list of search engine results.
In the 2019, with social media sites overtaking TV as a source for news for young people, news organisations have become increasingly rely on social media platforms for generating web traffic. Publishers such as The Amazon employ large social media teams to optimize their online posts and maximise traffic,while other major publishers now use advanced artificial intelligence (AI) and Machine Learning technology to generate higher volumes of web traffic.