LEVEL 2 STRATEGY :
LEVEL 2 STRATEGY:
SOCIAL MEDIA OPTIMIZTION
Level 2: Social Media Optimization
What is SMO ?Social media optimization (SMO) is a set of methods
for generating publicity through social media, online communities
and community websites.
SMO vs SEO
As opposed to SEO, which increases traffic coming from search
engines (by editing keywords and HTML codes) for a website that
becomes the go-to-place, SMO builds a web of interactions around
your content by making it available and searchable through a
multitude of social networks. Whereas in SEO you made changes in
the site, SMO is bout getting the content from your site to travel
outside of your domain. It doesnt require people to get to you, but
instead it transforms them into carriers of your information.
GOALS & DIFFERENCES
GOAL:SMO is similar to SEO in that the goal is to create awareness
and driving traffic to a website.
Methods of SMO include adding RSS feeds, social news buttons,
blogging, and incorporating third-party community functionalities
like images and videos.
This is accomplished through on-site and off-site tactics
HOW TO DO SOCIAL MEDIA
OPTIMIZATION?
On-Site Tactics
Many on-site tactics can be used to encourage endorsements and
sharing. Including the title, share tools, RSS feeds, the social
media press release, microblogs, and social news and bookmarking
sites.
Title
Linkbaiting is the careful crafting of a title that markets the
content. Resource hook content written with the intent to be
helpful to the target audienceContrary hook refutes an accepted
beliefHumor hook show that the content will entertainGiveaway hook
promises something for freeResearch hook offers a claim about
something of interest
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Share Tools
Share tools are plug-ins that appear as clickable icons on a
website and enable the viewer to bookmark or share the page with
others.
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RSS Feeds
RSS feed is a tool to automatically feed new published content to
subscribers.
Off site tactics
Three key ways for off-site optimizationPublish social media press
releaseMicro blogsSocial news and bookmarking sites
The Social Media Press Release
The social media press release should have an optimized title, good
keywords and tags, links to the main site landing page, RSS feed
options, share buttons, and embeddable multimedia content that can
be shared on several networks, in addition to the typical press
release content.
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Microblogs
Microblogs share headlines (Twitter is an example)
Microblog posts can be useful for reminder communications and
ensuring top-of-mind awareness, but they can also provide valuable
links, direct traffic, and build credibility and reputation.
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Social News and Bookmarking Sites
Social news communities share and promote online news.Social
bookmarking sites save your bookmarks online so they are always
available wherever you have online access.
Planning a Social News Campaign
Choosing the communities to seed and target can be difficult.
Planning a Social News Campaign continued
Consider this list of community characteristics when evaluating the
desirability of a community target:What is the communitys focus
(general news, specific topics)?How many active users are involved
in the community?How active are the top users on the site?How many
comments on average are generated for each new submission?How many
votes are required to earn front page status on the site?Are
stories on the sites front page recent? How rapid is story
turnover?Are there limitations for branded content in the
communitys Terms of Service?What have others said about the social
news site?
