Digital marketing is already a buzzword, and it is becoming inevitable for businesses to grow and succeed. SMO (Social Media Optimisation) in Digital marketing, is gaining popularity with the rise of social media networks and other online media.

Meaning of Social Media Optimisation

In simple terms, Social Media Optimisation means utilizing social media for increasing the online presence of a particular business, product, or service.

To be more specific, Social Media Optimisation can be defined as the optimised use of social media outlets, including blogs, vlogs, forums, RSS feeds.

Also, there are popular social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and more to expand the reach of the business to the relevant customers.

SMO (Social Media Optimisation) differs from SMM (Social Media Marketing) in the sense that SMO activities make the ground ready for social media marketing. 

While optimising different social media networks, it will create awareness of the particular business website on various groups and communities on social media, which will eventually bring high traffic to that site and increase online visibility.

Effective digital marketing can thus be implemented with SMO (Social Media Optimisation) & SEO (Search Engine Optimisation).

As per the 2019 Hootsuite report, there are around 4 billion active social media users across the world, which equates to almost 45% of the global population. SMO (Social Media Optimisation) helps businesses to tap this huge potential for their business growth.  


Basics of Social Media Optimisation

The basic step for doing SMO is to come up with a practical, effective, and up to date SMO plan.

Most businesses fail in integrating social media with their digital marketing tactics is due to the lack of a pragmatic plan. Here is how an effective social media optimisation plan is made.

1.Understanding the audience for the particular business.
2.Doing a competitor analysis and finding the content that is getting the highest engagement.
3.Building up a well-defined strategy based upon the insights from the first two steps and its execution.
4.Keep track of the implemented strategy and adjust the plan accordingly.

Effective Methods of Social Media Optimisation

Developing an effective SMO strategy is a tedious task, and it requires quite good analytical skills and focused knowledge. It is important to take care of the following aspects while devising the strategy.

Select Right Platform

Choosing the right social media platform that better suits the relevant business. For example, if it is a photography website, the best platform would be Instagram. At the same time, if it is a service-oriented professional website, Linkedin is the best choice.

Incorporation of Visual Content

Adding more visual content such as images, videos, and infographics can lure the attention of the user better, especially in the case of social media websites like Pinterest and Instagram.

As per a study by Buffer, 18% more clicks used to come for tweets with images. The images should be titled and tagged appropriately as well to show in Google image search results.

Optimal Use of Hashtags

The use of hashtags helps social media content more discoverable. The extent of discoverability depends upon the relevant social media platform.

According to SMO experts, 12.6% more engagement is seen on Instagram posts with hashtags compared to those without hashtags. 

Increase Engagement

Participating in the discussions within groups, interacting on the posts, and responding to different threads within various social media outlets can increase the visibility of the particular business. 

Social Media Optimisation


Social Media Optimisation Trends

Apart from these aspects, it is inevitable to watch out the latest social media optimisation trends.

It will help to bring timely changes to SMO (Social Media Optimisation) activities and bring effective results. Here are some social media optimisation tips,

Build Social Media Communities

Though building social media communities is there long before, it is quite effective to take more efforts on this aspect today as more and more people engaged in these communities every day.

Also, communities help to interact with social media influencers who will advocate for a particular business. Social media influencers have a large number of followers and their trust, which can be utilized for increasing the relevant brand’s online presence.

Public Feed for Private Conversions

Use social media platforms including Facebook, Twitter, and more to lure the users and invite them for private conversation regarding the relevant business. Twitter chats are very efficient these days, as experts suggest.

Using Story Telling Format

With the advent of platforms like Snapchat, there is more user engagement for content that tells stories. Apart from visual content, it is now efficient to add unique stories with different experiences to attract users. 


Effective Social Media Optimisation Tools

In order to perform effective social media optimisation, different types of tools are required, such as,

Social Media Scheduling Tools

It requires a business to upload the right content to the right mix of the audience on social media even if the relevant social media account is offline, and the audience is online.

Social media scheduling tools perform this task at best and help to save time. Some of the best tools available are,

Social Media Listening Tools

These tools are used to know about what people are talking about a particular brand on social media.

This will help in understanding the audience and make an effective social media optimisation plan. The best social media listening tools available are,


Social Media Analytics Tools

Social media analysis is very significant for a perfect SMO strategy, which helps in understanding,

1.Which content is performing the best on social media?
2.Which social media platform is worth the budget?
3.The overall impact of the particular brand’s social media presence.

The best social media analytics tools are,

Marketing Automation Tools

Marketing automation tools help to automate repetitive, insignificant tasks and save time. Some marketing automation tools for social media that facilitate connecting with the right audience are,

Image Creation Tools

Imagecreation tools are indispensable for developing attractive content on social media. Some of the best tools include,



A perfect SMO (Social Media Optimisation) strategy and SEO (Search Engine Optimisation) are highly effective, cost-effective marketing methods for businesses.

These methods increase brand awareness, generate traffic to their business websites, and convert leads into reliable customers.

However, it requires proper social media analysis, understanding of the latest SMO trends, and better expertise in SMO tools to achieve the best results that bring long terms of business success.

Dedicated social media optimisation services are available to provide all of them. But, there should be a proper plan on budget and what kind of specific services needed before opting for such services and their social media optimisation packages.

Overall, SMO has an irreplaceable part of every digital marketing strategy. 


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