Social Media Optimisation.

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Social Media Optimisation (SMO): 
SMO is a powerful form of search marketing to generate publicity for a website by making use of social/community sites like YouTube, FaceBook, Digg, Del.icio.us, LinkedIn and technologies like Blogs & RSS.

A simple example of SMO could be adding social bookmarking buttons to the foot of a news page to allow users to add the article to their preferred social bookmarking site; thus making the page content accessible via the bookmarking site, encouraging more visits. This is a suitable tactic to use for business press releases especially when it’s an interesting or unusual story.

Social media optimisation is a challenging procedure to get right and requires an advanced knowledge of social/community sites in general. It is also an area particularly sensitive to spam as the users are only interested in material they deem suitable. Often the community users can get rid of spam themselves (for example, Digg users can “bury” stories that are spam or unsuitable). Because of this self editing process, press releases and news articles must be carefully judged for quality and suitability prior to submission, popular articles are rated by the users and the most popular articles are given more prominence on the site (which makes the article even more popular).

The key is to always focus on a topical article or story that will either:

  • Educate
  • Inspire
  • Provoke thought
  • all of the above


Overall, SMO can be an effective part of an online marketing campaign and can improve the coverage of your  website on the social/community arena. It also shows the user that you are pro active and fairly advanced in your use of online marketing, quite beneficial in a high technology sector such as IT recruitment.


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