SMO – The New Way To Promote Your Brand

by Neha.Grail | 7th November 2010

The technicalities involved with wiring SEO are not the same processes required to boost visibility in social networks like Facebook, MySpace, YouTube and Twitter. And it’s in social networks like these where people are increasingly spending time communicating, finding relevant and interesting content, and sharing it with their connections.

So now, in addition to SEO, we have to implement and manage a Social Media Optimization (SMO) program around our content to increase visibility in these new environments. A failure to do this could be an enormous loss.

Everyday people are taking to social networks to discover new content in and around their social graph. The momentous shift in behavior represents an opportunity to connect your value and insight to those who can benefit from it.

SMO is defined by the distribution of social objects and their ability to rise to the top of any related search query, where and when its performed.

At the center of any successful SMO program are social objects. Social objects represent the content we create in social media, including images, videos, blog posts, comments, status updates, wall posts, and all other social activity that sparks the potential for online conversations. As such, the goal of SMO is to boost the visibility of social objects as a means to connecting with individuals who are proactively seeking additional information and direction.

Social objects are also the catalysts for conversations and occurrences — online and in real life — and they affect behavior within their respective societies. Have you ever wondered how YouTube recommends related videos or how content within social networks is linked to the keywords you use in search? Search results in social media are defined by the elements ingrained in each social object, which is commonly referred to as Metadata. Essentially, metadata is the data that defines other data.

The Social Web relies on metadata, leveraging “the crowds” to classify and organize the volumes of user-generated content uploaded to social networks and blogs everywhere. In some ways, we became the web’s librarians by indexing the volumes of useful social objects to help others discover them quickly and easily.

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