Social Media Optimization (SMO) is the process of increasing the awareness of a product, brand or event by using a number of social media outlets and communities to generate viral publicity.
SMO strategically creates interesting online content. Ranging from well-written text to eye-catching digital photos or video clips that encourage and entice people to engage with a website and then share this content, via its weblink, with their social media contacts on such social media such as twitter and facebook.
Common examples of social media engagement are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content. Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.