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What Is Social Media Optimization?

Social Media Optimization is essentially using social media as a catalyst to grow your company’s online presence. Where some companies tend to just set up a profile on Instagram, Facebook or Twitter to be where their customers are, SMO is about strategically creating, building and maximizing your social media plan to connect with your target audience. SMO allows you to:


Strengthen your brand
Generate leads
Get more visibility online
Connect with your audience
Why SMO Is Important
The lines between social media marketing and search engine marketing are becoming increasingly blurred. In the past, the two were looked at as separate and distinct aspects of marketing. But the reality is that they’re more intertwined than you might think.

While getting 1,000 Tweets on an article won’t magically boost your rankings on Google, social media marketing and SEO are both stronger together. One survey found 50% of companies that aren’t succeeding with SEO aren’t integrating social media marketing.

Social media optimization SEO
Aside from that, the benefits of social media marketing have been well documented. If you want a solid overall approach to online marketing, you need a healthy balance of SEO and SMO.

While they’re not exactly the same, there are a lot of lessons social media marketers can learn from SEOs to better optimize for social media. Here are six tips you can steal from SEOs to improve your social media optimization:

1. Optimize Your Strategy
A lack of social media strategy has been a roadblock for companies for a while now. Partly because it’s still fairly new, and also because social media is always changing. Twenty-eight percent of brands feel that a lack of strategy is the top barrier keeping them from becoming a social business. In order to optimize your social media marketing campaigns, you have to have a strategy with clearly defined goals and objectives.

top social media marketing barriers
A social media optimization strategy should focus on growing your presence and achieving measurable results. This post outlines how to set up your strategy in seven steps:

Ensure Your Social Goals Solve Challenges
Extend Efforts Throughout Your Organization
Focus on Networks That Add Value
Create Engaging Content
Identify Business Opportunities Through Social
Engage Instead of ignoring
Track, Improve and Market Your Efforts
When you have a documented strategy in place, youo measure where you stand and make improvements wherever necessary. We’ll touch on that topic more toward the end of this post.

2. Do Keyword Research
One of the core competencies for SEOs is the ability to do keyword research. Keyword research is all about identifying the phrases and topics your target audience is searching for, so you can create relevant content for them. The same thing applies for social media optimization.

You need to know what topics, hashtags and keywords your target audience uses so you can share content that’s relevant to their interests. Keyword research will also help you learn which hashtags and phrases to use in your social media posts so you have a higher chance of being found when people search for content relevant to your brand.

Here’s an example. Let’s say you’re a vegan clothing brand in Chicago. People Tweeting about tasty vegan restaurants in Chicago or searching the hashtag #vegansofchicago on Instagram are more than likely a part of your target audience. So naturally, you want to make sure your social media posts show up for those types of searches. But how do you know which keywords are going to be the most important to your brand?

SEOs use a variety of tools to find out how often certain keywords and phrases are searched (search volume). But those numbers don’t necessarily correlate to social media use. In order to get an idea of how often a keyword is used on social, you can use our Twitter keyword report.

Sprout Social Twitter Keyword analytics report
Most brands use this report to track trends in their branded keywords and hashtags. But you can also use it to do a little social media keyword research!

Start by coming up with a list of keywords your target audience might use. Then, go into the Twitter Keyword report and add your keywords.

add keyword twitter listening
Now, you’ll be able to see the keyword volume of all your target phrases over time. Pay attention to the phrases with the highest volume, then start adding them into your social media posts.

3. Optimize Your Profiles
For SEO, optimizing your website is crucial. The content on every page helps search engines understand what your website is about. So when people are searching for topics relevant to your site, search engines know to recommend your content. Social media optimization is very similar. But instead of optimizing your website, you need to optimize your profile.

Creating your profile looks like a reasonably walk in the park , yet it’s one among the primary areas of SMO where businesses come short . consider your company’s profile page as your foundation. If it’s weak, it’s hard to create anything on top of it. Here’s what it takes to create a robust foundation.

optimized social media profile
Profile photo: Your profile photo should be your company logo. you’ll use a head shot of yourself if you’re a freelancer, consultant or personality.
Username: Use your name . Social media username availability is beginning to become an enormous factor for brands when they’re choosing a business name. Using your name makes it easier for patrons to seek out you when they’re checking out your profiles on social. you’ll use a tool like Knowem to see if your company’s name is out there on different social media channels.
Bio: Clearly state what your company does. If possible, place a trackable link back to your website within your bio to drive more traffic. Using relevant keywords in your bio also will give your page more visibility in search.
Most importantly, fill out your profile completely. Sites like Facebook and LinkedIn allow you to enter tons of data about your company. Unfortunately many businesses leave these fields incomplete because they rush through the method . But the more complete your profile is, the more your page will stand out.

Pro Tip: Dedicate a block of your time for completing your social media profiles 100% so you’ll provides it the eye it deserves.

4. Optimize Your Content
You’ve probably heard the old saying , “Content Is King” when it involves SEO. Well an equivalent thing is true when we’re talking about SMO. Content drives social media. You can’t succeed with social media marketing without sharing quality content.


There are two sorts of content that you simply can publish on social media:

Original content
Curated content
Ideally, your strategy should have a mixture of both.

Original content is content that’s specifically made for social media, and is typically a part of a campaign. as an example , when Netflix launched its #NetflixCheating campaign, they created original graphics to share on Twitter.


Suspect your partner of Netflix cheating? Get the facts: http://netflixcheating.com

View image on Twitter
6:11 AM – Feb 19, 2017
Twitter Ads info and privacy
136 people are talking about this
Curated content is content that’s shared from various sources round the web. Content curation is quite just tweeting out links. so as to optimize it for the simplest results, you ought to only share content that’s valuable and relevant to your audience. Quality always beats out quantity. Determine what content your audience finds the foremost relevant by measuring the engagement for every post.

Guy Kawasaki is one among the highest Twitter users/experts within the world, and his Tweets largely contains curated content.

Guy Kawasaki

This electric bike might not scream “cool” sort of a minivan, but it can carry the load. https://www.fastcompany.com/40501245/this-bike-trailer-can-deliver-as-much-cargo-as-a-minivan …

This Bike Trailer Can Deliver the maximum amount Cargo As A Minivan
With an electrical bike, you’ll pull 400 pounds of cargo–and not grind to a halt in traffic.

9:30 PM – Dec 1, 2017
Twitter Ads info and privacy
28 people are talking about this
You can use Sprout Social’s sent messages report back to see exactly which content of yours gets the foremost engagement across all of your channels. Once you’ve identified them, you’ll start sharing similar content.


Sprout Social sent messages performance report
When you’re publishing to social media, here are some tips to stay in mind:

Test Headlines
When you send a Tweet or Facebook post, don’t just use an equivalent headline whenever . Some headlines will work better than others. Plus, employing a sort of headlines makes your feed fresh. Your followers probably don’t want to ascertain an equivalent exact Tweet or Facebook post from you five times during a row.

Here’s an example of two Tweets promoting an equivalent article. Notice how they each have different copy.

Sprout Social

NEW: the way to Perform a Social Media Audit [Free Template Included!] http://bit.ly/2n9nN5z

View image on Twitter
12:15 AM – Nov 28, 2017
Twitter Ads info and privacy
See Sprout Social’s other Tweets

Sprout Social

Not all audits are bad. http://bit.ly/2A9FuHf

How to Perform a Social Media Audit (Free Template Included)
The best social media audit allows you to review your social presence and past performance to form educated future decisions. Use our free template today!

3:15 AM – Nov 30, 2017
Twitter Ads info and privacy
See Sprout Social’s other Tweets
Use Images
A study from B2B Marketing Mentor found images were the foremost important tactic for optimizing content for social media.

Social Media Optimization Tactics
Include top quality images in your social media updates whenever possible. you’ll use our very own image resizing tool, Landscape, for free of charge to form sure all of your images are sized correctly for every social media site. There’s nothing worse than having a bunch of pixelated stretched images in your Twitter feed.

Pro tip: Include a featured image altogether of your own blog posts. Whenever people share your content on social media, the image will automatically be included. inspect this post on the way to use Twitter cards for more info.

Hashtags became synonymous with social media marketing. Instagram, Twitter, Facebook and just about all other top social media sites integrate hashtags in some fashion. they create it easy to trace trending topics, categorize social media posts and that they are often entertaining.


Hashtags help with social media optimization by giving your posts more reach, and making it easier for your content to be found even by people that aren’t following you.

Even though hashtags can seem quite random, there’s strategy involved in getting the foremost out of them. Here are some tips to use hashtags effectively on social media:

Look at what hashtags influencers in your industry are using. Use these tools to assist .
Search for trending hashtags, and see if you’ll relate them back to your industry or brand.
Create your own hashtags to trace specific social media marketing campaigns. Just avoid fails like these.
Post Length Matters
Twitter gives you up to 280 characters per Tweet, but that doesn’t mean you’ve got to use all of them . Knowing the perfect status update length can increase the likelihood of individuals engaging together with your content. We actually created a whole post with the perfect length of each social media post.

A Better thanks to Manage Social
Request a Demo
5. Optimize Your Posting Schedule
The time you post is simply as important as what you post. What’s the purpose in sharing a tremendous photo on Instagram if nobody sees it? Here are some tips to optimize your social media posting schedule.

Best Time to Post on Social Media
The optimal posting time depends on your audience and therefore the social media site you’re using. Luckily, tools like Sprout Social are ready to make this process tons easier by calculating the simplest time to post on your social media accounts for the very best engagement. We also did some research into the simplest times to post on social media, which can assist in giving you an honest start line .

Best times to post on Twitter 2020
How Often to Post on Social Media
The second a part of timing your social media posts is selecting the proper frequency. you would like as many of us to ascertain your posts as possible, but you don’t want to completely bombard your followers’ streams and timelines. Here’s a breakdown of the optimal social media posting frequency for various social networks consistent with research from Constant Contact:

Facebook: 3-10 times per week
Twitter: 5+ times per day
LinkedIn: 2-5 times per week
Pinterest: 5-10 times per day
Stay organized by making a social media editorial calendar for your business.

6. Track & Improve With Social Media Analytics
Just like with SEO, you ought to track your SMO efforts with social media analytics. a number of this will be done through Google Analytics using UTM codes. UTM codes and shortened URL’s allow you to attribute the traffic your website gets from social media to a selected channel or campaign. additionally thereto data, use the reports you get from your social media marketing tool to urge a full picture of the impact of your campaigns.

Sprout Social customer Facebook report
Aside from tracking traffic, tie in social media specific metrics too. an excellent place to start out is Avinash Kaushik’s four social media metrics. Kaushik’s metrics are good because they’re straightforward and specialise in the key aspect of of social media—engagement. They answer the question: Do people like what you’re sharing?

Conversation Rate: the typical number of comments and replies your posts get
Amplification: the typical number of shares and retweets your posts get
Applause: the typical number of “votes” your posts get (+1, favorites, likes)
Economic Value: You social media ROI
Social Media Optimization can drastically improve the way you approach marketing on Facebook, Twitter, Instagram and other social media sites. Start taking a strategic approach to social media marketing and amplify your results.