April 7th, 2010 by Nick

Despite its relative “newness” in the online environment, social media optimization (SMO) has already proven itself as a super-effective online marketing methodology, which can not only put a business in direct communication with their consumer, but can also generate untold numbers of backlinks to a website (thereby fostering search engine optimization.) With such oppourtunity, however, comes an obvious problem: how do you wage an effective SMO campaign in such a multi-faceted arena?

Although the problem is a critical one, the solution is perfectly simple: a successful SMO campaign should focus on social media sites that are a) appropriate to your business (for example a recording studio might focus on myspace.com as it is more closely associated with bands) and b) that are most prevalent. In regards to point b) this will more often than not lead you to focus on Facebook, as quite simply it is the most ubiquitous social media outlet, therefore affording the most opportunity.

Only a couple of weeks ago did Facebook actually surpass Google’s search engine as the most visited page in the US; this is not only an historical moment, but it is also a portend about online behaviours. In regards to SEO and SMO this is extremely significant, and in the near future SMO will not only be used to bolster a search engine optimization campaign, it may well be the other way around!

With this in mind, it makes good sense to lay some groundwork in social media optimization, as it will undoubtedly stand you in good stead in the future, as well as reaping plenty of reward in today’s environment. So – how do you use facebook effectively in order to add benefit to your search engine optimization campaign?

Whilst the following guidance focuses on Facebook, it is broad advice and can be translated for a variety of social media outlets:

Be Aware of the Terms and Conditions

Before you embark on your campaign is important that you are aware of Facebook’s terms and conditions, which contains, for example, rules such as “you will not offer any contest, giveaway, or sweepstakes (“promotion”) on Facebook without our prior written consent. If we consent, you take full responsibility for the promotion, and will follow our Promotions Guidelines and all applicable laws”; a point which could, in particular have an impact on a potential social media marketing strategy.

Interaction

The cornerstone of a successful Facebook presence is “interaction” and with this in mind, you should endeaveour to be an active member of the online community rather than just an inert corporate façade. The methods of interaction are various, and operate on different levels; for example, on one level you will communicate with your consumer by way of your profile, on which you should host content that not only advertises your company, but also gives the user something in return (e.g. a free download or some valuable information.) On another level, you should engage in some active communication with your users, for example, by posting non-spam posts on their profiles, contributions in forums or involvement in Facebook groups.

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