Social media has taken over the way we connect and interact with other people. Facebook alone has 800 million active users, half of which is logged on at any given day. Twitter has grown more in the last year compared to the last five years since it has created. Social media offers vast opportunities for business to advertise their products and services on these websites. Thus, businesses are exploring social media optimization.
Social media optimization (SMO), or also referred to as social search engine optimization (social SEO), is a method of website optimization that utilizes social media platforms in order advertise their products to users. Social media optimization utilizes RSS feeds, social news, sharing buttons, images and videos as tools to advertise their products and services. An example of which are businesses that choose to create accounts or fan pages with Twitter and Facebook in which they post statuses, images or videos related to their product or service. Some businesses create promotions to engage their ‘followers’ or ‘fans’ with their product. An example of which are contests wherein users will need to post a specific phrase on their status in order to join the contest after which the winner will be drawn randomly. Some fan pages encourage users to ‘share’ a photo in order to enter a contest. This is a better marketing strategy than word of mouth as information is not only passed through friends or family but through the use of social media websites. Alternatively, promotional activities are also used to promote products on social media website such as blogs posts and discussion groups. Evidently, SMO is closely related to search engine marketing so that topics that drive more user traffic are posted on various blog sites.