Social Media Optimization
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Social Media Optimization (SMO) describes, on the one hand, the optimization of websites so that they can be included more easily in social media services (e.g. blogs , social networks , social bookmarks ). On the other hand, the term is used synonymously with social media marketing , especially in online marketing . The optimization of the presentation of content in social media feeds (e.g. Facebook , Twitter ) and the associated control of reach through the selection of content formats is another sub-area.
Five rules of social media optimization
The original idea of social media optimization was coined by Rohit Bhargava, who in 2006 formulated the "5 rules of social media optimization". The core idea is to design and prepare websites in such a way that they interact with social media services particularly easily for the user. This includes offering web feeds as well as offering buttons for easier inclusion in social bookmarking services or providing source code for easier integration of the content in other websites. In 2010 Rohit Bhargava revised the rules and made an improved version of the original article available in "5 New Rules of Social Media Optimization". The five rules are:
- Create engaging content
- Create current content
- Create sustainable content that offers added value (e.g. toplists, interesting facts, entertaining)
- Use catchy headlines that grab attention.
- Make your content easier to share
- Offer buttons to quickly save your content. ( Like button , social bookmarks )
- Assign well descriptive and relevant tags in order to position blog entries and pages in automatically generated lists as often and as high as possible.
- Be the first to save your entries on social bookmarking services so that you can assign descriptions and initial tags yourself.
- Reward your users
- Create opportunities for incentives (e.g. badges)
- Respond to questions, give tips and help
- Actively share your content
- Use social media yourself to share your content with others
- Submit your content using all technical means (e.g. web feeds , ping services)
- Encourage the mashup
- Let others embed your content.
- Make your content available as an RSS feed.
Differentiation from related topics
Search engine optimization (SEO) includes an optimization for the term searches z. B. via Google. In contrast to this, the aim of social media optimization is to optimize content and Internet offers so that people can access them and use them better or more easily.
Social Media Marketing (SMM) focuses on the external impact a site has on social media . So it tends to take place outside the page, while social media optimization optimizes on your own page. However, this limit is fluid, since, for example, the content offered via RSS is also used on external sites.
Spam
Since social media optimization mainly intervenes on your own site, this method is almost free from spam. However, RSS feeds can be used to distribute advertisements that are not wanted by the reader.
opportunities
In addition to easier distribution of your own content via RSS, SMO offers two opportunities:
First, it facilitates z. B. a brand the connection to social media - and gives users of their own pages the opportunity to quickly and easily transfer their opinion about the brand to other media. If the satisfied reader of an article can send a positive sign with a quick click, they may do so.
Second, such an open attitude towards social media is typically recognized as positive and progressive.
The changes to the ranking criteria of Google's search, which now increasingly include Twitter, LinkedIn , blogs and Facebook in the search, illustrate the importance of SMO. With standardized procedures for search engine optimization it is no longer enough, perception is just as necessary for a Google ranking. Microsoft's search engine (Bing) goes the same way.
A separate way is to optimize on professional, social networks such as XING or LinkedIn. Here your own professional profile is adapted so that it is easier to find when searching for people, and thus by the personnel consultants.
hazards
Just as satisfied customers leave favorable opinions on social media, dissatisfied customers can more easily publish their criticism or abuse thanks to SMO. This leads to incalculable results. Furthermore, the dissemination of your own content on other sites can be misused, i.e. without giving correct references and without a link to the source site. Therefore, a clear license specification (e.g. Creative Commons ) and a control are necessary.
See also
literature
- Bernhard Jodeleit, Social Media Relations: Guide to successful PR strategies and public relations work in Web 2.0 , Dpunkt Verlag, 2010, ISBN 978-3-89864-694-9
- Stefan Primbs: Social Media for Journalists. Journalistic Practice series , Springer VS , Wiesbaden 2015