Social Media Optimization

SMO and Building Your Brand on Social Media.

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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:
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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.
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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.
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Social media monitoring

In order to understand the needs of social media users and respond to them accordingly, it is advisable to monitor social media pages. You should find out what people are talking about, what they are interested in and what social media users do not like in order to tweak the content on your posts for better feedback.

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Build a detailed profile

ocial media profiles are crucial to branding. Most social media encourage creating a bio, putting up a profile picture and a cover or background picture. Ensure that the pictures you use to create your profile are a true and interested representation of your brand.

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Build a detailed profile

In order to get more attention from social medial users, you need to make sure each of your posts is a hit. You can get more attention and exposure on your social media posts using images, videos, gifs and hashtags. Make sure the posts are short and concise to make sure everybody reads your posts and gets the message.

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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.

Optimize Your Content

You’ve probably heard the saying, “Content Is King” when it comes to SEO. Well the same 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 types of content that you can publish on social media:

  • Original content
  • Curated content
  • Ideally, your strategy should have a mix of both.
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Test Headlines

For instance, your ads will be shown in the geography that you choose.

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Use Images

People see you often in search engines and recognize your business name.

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#Hashtags

Ads that appear for a specific search term should be relevant. A search for colleges should not throw results.

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SoftBranch

Build your social media networks.

Do not wait for the people to come to you; you need to connect with as many people as possible on social media. It is also important to make a strong connection. Only a fraction of social media users meet your demographic characteristics and these are the individuals you need to connect with. You can use the hashtags on social media pages to find individuals with shared interests and connect with them.
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01.

Connect with social media users

Building a network is one thing while connecting with users is another. People value brands that give their customers attention and value customer input. Therefore, you should not simply share posts on social media and wait for the traffic to start rolling in. You should respond to comments and feedback in the social media posts.

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Choose the right social network

Social networks have different characteristics, some are more business oriented (LinkedIn), some encourage craft (Pintrest, Instagram), some generate discussions (Twitter), while some are all about building social life and social networks (Facebook). Therefore, your approach towards these different social networks should be customized.

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Create valuable and share worthy content

You can only strengthen your brand reputation when you create quality useful content that your social media networks will be willing to share. You need to be sure of how your audience will respond to the content, and this takes us back to the first point of social media monitoring. You can use interesting content such as memes, tutorial videos, instructional pictures and short stories or descriptions to share more about your brand.

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Keyword Volume
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Best Time to Post on Social Media

Optimize Your Posting Schedule.

The time you post is just as important as what you post. What’s the point in sharing an amazing photo on Instagram if nobody sees it? Here are some tips to optimize your social media posting schedule.
How Often to Post on Social Media
The second part of timing your social media posts is choosing the right frequency. You want as many people to see 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 different social networks according to 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
  • Google+: 3-10 times per week

Track & Improve With Social Media Analytics.

Just like with SEO, you should track your SMO efforts with social media analytics. Some of this can 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 specific channel or campaign. In addition to that data, use the reports you get from your social media marketing tool to get a full picture of the impact of your campaigns.

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