Social Media Optimisation

Social Media Optimisation(SMO):

Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement.

You may have heard of this! Social media have transformed marketing, for the better most would say. We’ll help you make the most of the power of social media marketing using a strategic approach sharing approaches from the leading commentators and companies.

Social media marketing quick guide

Social media marketing success factors

The success factors for developing social media marketing are summarised through the different parts of our 7 Steps to Social Media Success Guide:

1. Set business goals for your social media – it’s best not to experiment without a clear idea of how social media will support your business goals.

2. Create a social media strategy. A strategy will help you to deploy social media in the best way to reach your goals by prioritising on the channels in our RADAR which are most effective.

3. Active social listening and reputation management. Most advice on social media marketing strategies advises to start by listening to your conversations. We prefer the term coined by Brian Solis in his book Engage of “Active Social Listening” since this shows the need for a feedback cycle within social media marketing.

4. Define content and engagement strategy. We’ve noted that encouraging engagement and participation are the biggest challenges to social media marketing, so clear strategies are needed to show how to achieve these.

5. Define communications strategy. In the social media era, a continuous communications strategy is necessary to engage your audience through the many channels available. Key issues here are defining the types of content value you offer through different social channels and the frequency. Integrating different digital channels including email marketing through a social media marketing hub is also a key issue here.

6. Deploy best practice approaches for the core social media platforms. Each social media platform such as Facebook, Twitter and YouTube has unique characteristics and audience needs. There is also a bewildering array of tools to deploy and etiquette to follow so you won’t be seen as a spammer.

7. Social media optimisation. You may have a presence established, but this is only the beginning in your journey to optimise your presence to deliver real value for your business.

Social media marketing definition

We think the CIPR Social media panel defines social media marketing well:

Social media is the term commonly given to Internet and mobile-based channels and tools that allow users to interact with each other and share opinions and content. As the name implies, social media involves the building of communities or networks and encouraging participation and engagement.

Their definition emphasises that we need to use different digital media channels to encourage our prospects and customers to interact to form communities. It also hints at the challenges of encouraging engagement.

To help you develop a strategy for social media we’ve identified these key types of platforms in our social media marketing radar
Recommended member resources for Social media marketing

Toolkits on

B2B Digital Marketing Plan example
B2B Digital Marketing Toolkit
Content Marketing Toolkit
Digital Marketing Agency Toolkit
Digital marketing strategy toolkit
Expert Member Business-level Toolkit
SEO Toolkit

Ebooks on Social media marketing

Facebook Advertising Guide
Managing Social Media Marketing Guide
Smarter Facebook Marketing Guide
Smarter Google+ marketing guide
Smarter Instagram marketing guide
Smarter LinkedIn marketing guide
Smarter Pinterest marketing guide
Smarter Twitter marketing guide
Social media campaign management platforms
Social media communications for Not-for-Profit organisations
Social Media Management Checklist
Social media marketing strategy guide

Online training on Social media marketing

Facebook marketing training course
Social media marketing – 7 steps to success online training course
How to videos on Social media marketing

Social media marketing video tutorials
Marketing templates on Social media marketing

Managing social media plan example template
Social media marketing audit template
Social Media Marketing Strategy Workbook
Related statistics

Social media sharing statistics
Global social media research summary 2016
New research shows the latest social selling trends
Dramatic changes in the use of Social Media
Which is the fastest growing social network for brands?
Opportunities for YouTube Marketing in 2015?
Tools & Software

Social media campaign management tools
Social listening tools
6 Essential Free Social Media Management Tools
A comparison of social media campaign tools
How does your social share-ability compare?
The Power of Facebook Likes?
Using ifttt for managing social media marketing
Best websites on Social media marketing

Altimeter Group Analysts – It’s definitely worth following the thoughts of Charlene Li, Brian Solis and Jeremiah Owyang for their analysis for social media strategy
All Facebook ( – useful to subscribe to for the commentary on the new features in Facebook
Inside Facebook – As the name suggests better for covering strategy and staff moves than All Facebook which focuses more on the features
Mashable ( – the most popular site to keep up-to-date on all social media marketing developments
Social Commerce Today – a good round-up of developments in social commerce
Social Media Examiner – In-depth, analytical articles on social media marketing
We Are Social – We subscribe to their enewsletter for the weekly updates on what’s new in social
Key techniques for Social media marketing

These are the related techniques which we recommend as important for managing Social media marketing effectively. View these hub pages giving details on best practices, statistics and examples for these techniques:

Facebook Marketing
Google Plus marketing
Instagram marketing
LinkedIn Marketing
Social media analytics
Social media governance
Social media listening
Social media optimisation
Social media platforms
Social media strategy
Twitter Marketing
Youtube marketing