Ready for Social Media Optimization?


SMO (social media optimization), yeah, another acronym we don’t need, but a good comment to share from this years Ad Tech in New York, on social media marketing…

Just as business owners were getting a grip on the basics of SEO (search engine optimization), now they can add social media optimization (SMO) to optimize their brand for social.

“Just like you optimize for search, you need to optimize for social,” Dave Linabury, said director of interactive experience at Campbell-Ewald, speaking on a panel about social media. Linabury described the most innovative brands are beginning to audit their sites and finding new opportunities to encourage sharing of products, services, and content.

No, it doesn’t mean to slap up a Google+, Facebook or Twitter icon in the footer or corner of your site. Levi’s, for instance. Up until last year, the site merely allowed users to tweet or ‘like’ the brand’s main page. Now, shoppers can ‘like’ specific pairs of jeans, recommend products to their friends on Facebook, and even comment about products using their Facebook handle (integrated via Facebook Connect). Levi’s site also connects with Facebook Birthdays to remind you which of your friends may be celebrating birthdays soon—so that you never forget to buy a present…ahem…pair of jeans…ever again.

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