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What is Social media optimization (SMO)?

Social Media Optimization (SMO) is the use of social media networks to manage and grow an organization’s message and online presence.

As a digital strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news.

How does SMO works?

  • Defining objectives and setting goals
  • Increasing linkability
  • Tagging content so it travels faster
  • Making access to content easy
  • Using permalinks in blogs for keywords and sharing
  • Reward helpful and valuable influencers
  • Knowing who and how to target


  • Reputation – build your reputation as a reliable qualified source
  • Engagement – encourage more engagement, sharing & reciprocate
  • Authority – become a notable authority in your field of expertise
  • Leadership – harness originality & creativity, be a Thought Leader
  • Social – be social, find and engage sociable experts in your field
  • Media – know your social media platforms to maximize influence
  • Optimization – improve technical aspects to increase optimization


SMO is an ever evolving and changing set of tasks and optimisations to be performed regularly and consistently. But here is a very basis list of some of the items that fall under SMO.

  • Optimising your social platforms (Twitter, Linkedin, Instagram, Facebook,etc.) to meet channel best practice.
  • Using relevant hashtags (for Instagram and Twitter) to improve your content discovery.
  • Creating content that is relevant to your target market and that encourages them to engage with (share, comment, watch, read and co-create).
  • Integrating and connecting all your social channels with your website and with each other.
  • Making it easier for users to share you content from your website.
  • Allowing users to socially comment on your products from your website.
  • Engaging with other people’s and organisations content to stay at the forefront of people’s attention.
  • Track your content performance.
  • Employ paid media to gain greater reach and engagement with your content