Social Media Marketing

Social Media Optimization: How to Give you a Leg up on your competition


Social media optimization is a strategy that social media experts use to generate traffic and increase social media platforms. SMO professionals need to understand what your customers are saying about you, which social networks they’re active on, and how social media can be used as a marketing tool to create better content for social campaigns.

This blog post will provide an overview of the basics of social media optimization so that you, too, can give yourself a leg up on your competition.

social media optimization
Social Media

What Is Social Media Optimization (SMO), And Why Should You Care?

SMO has many definitions, but at its core, it’s using social networking sites like Facebook or Twitter as a means for connecting with people who are potential customers or clients to promote products, services, brands, events, etc. The goal here isn’t to spam social media but rather to be strategic about when you share content, how often, and the type of content.

This social media strategy has been proven successful for businesses, celebrities, and social influencers alike.

SMO is all about creating a social presence that attracts the right people with targeted messages instead of randomly telling everyone what you’re doing on social media.

SMO has many benefits, such as increased brand awareness, new leads or followers who might not have found your company otherwise, and increased sales revenue (if done strategically). It can also help increase social engagement, ultimately leading to higher rankings in search engine results pages.

How To Get Started With Social Media Optimization

To get started, social media managers should first map out the social networks their company is active on and set goals. It’s important to know what you want in terms of social engagement and how often you’ll be posting content so that your SMO strategy can take shape.

You will also need a social media management tool to simplify these tasks while providing analytics reports about your performance.

One such tool is Hootsuite Pro, which allows you to schedule posts ahead of time and easily see all of your upcoming scheduled posts with one click or tap from any device (phone, tablet, or computer). You’ll have access to powerful insights like real-time stats on followers and post-reach metrics that show who has seen each social media update.

Hootsuite Pro is free for social networks with limited features. It starts at $19 per month (paid annually) for social networks like Facebook, Twitter, Google+, LinkedIn, YouTube, Instagram, and social updates from websites like Facebook Page Insights or feed sources such as RSS Feeds.

The Importance Of A Social Media Strategy

A social media strategy is crucial to the success of any social media optimization campaign.

Social strategies can help you reach your goals by determining who should post content- company employees or outside influencers? For SMO to be successful, it also needs a plan to keep people coming back to your social networks and evergreen content (content that never gets old).

Being strategic about how often different types of updates are posted on social media pages makes all the difference when it comes time to launch new products, get traffic from search engines, manage online reviews with Google My Business Page, etcetera. It’s important for brands, celebrities, and professionals like doctors or lawyers who use social media as part of their marketing efforts.

Types Of Content For Your Social Media Channels 

Content can be anything from social media-friendly blog posts to engaging videos. The types of social content you’ll want to post will depend on the social network (e.g., Facebook might expect more photos and less text while Twitter prefers shorter, snappier messages).

Any updates to new features or algorithm changes could affect how people see your content, even if they don’t click “Like” or otherwise engage with it.

Hashtags are also important in SMO because they let others know what you’re talking about without having to read the whole tweet or status update.

Tools To Help You Optimize Your Posts

Facebook, Twitter, and Google+ have made it easier to share links with social media posts by including a “share via social” button in the top right corner.

SlideShare allows you to upload PowerPoint presentations, YouTube videos, and other video formats.

Consider a social media monitoring tool if your company is active on social media but lacks content creation time. Tools that track mentions can spot trends and jump on them before they explode (which might be illegal).  Even one called Curata Social Media Hub lets users curate their own updates from multiple social channels.

And here are some tools you might want to look into for social media optimization:

Hootsuite Pro

Hootsuite Pro offers free social networks and starts at $19 per month (paid annually).


Buffer is a social networking tool that helps users schedule posts on multiple social network accounts simultaneously in one place. It has a nice dashboard that shows metrics like reach and engagement for your various social feeds. That means you can post articles directly to your blog instead of copying and pasting them.

Sprout Social

Brand mentions, trends, and sentiment (e.g., are your customers happy or angry?) can all be tracked with Sprout Social.


Brands can use Spredfast’s tools to manage social campaigns by identifying target audiences based on location, demographics, interests, and more. Automated RSS feeds posts to Twitter or Facebook without having to copy/paste text each time.

Tips For Getting The Most Out Of Each Platform

Here are some social media optimization tips for getting the most out of each social network.


Post more images with your content to increase engagement rates – but make sure they’re relevant and interesting because Facebook’s algorithm will rank posts based on how often people engage with them as well, so even if you have an awesome image that you may share a lot it could still get buried in the News Feed.


Create LinkedIn feeds for articles or blogs so companies can share information without searching social networks. Include “In case you missed it” updates for followers who haven’t been on social media or other online sites.


Write short tweets that get right to the point. Tweets with images are more likely to be retweeted, so try and include one if you can.


If your social media account has a YouTube channel, consider using annotations on videos or including links in video descriptions so people can easily find what they’re looking for when it comes time to view your content  in other places online.”


Posting multiple images increases engagement on Pinterest, so post images of your products.


Few people consider TikTok for social media optimization, but entertaining videos can get many views and likes.


Adding text or captions with relevant hashtags will increase engagement on Instagram.


Social media is a powerful marketing tool that we can use in many ways. Look no further than your own life and the lives of those around you for inspiration.

Remember, it’s not always about what’s new—it’s about how we feel when we experience something old with fresh eyes.

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