In a previous post I wrote about how to implement a social media optimization (SMO) marketing strategy. In phase one you added some terrific content to your web site, and traffic and links have increased. So now you are ready for phase two: venturing into the world of social media optimization.

Why Social Media Optimization?

The goal of SMO is to make your web site more visible in social media circles. The SMO strategy developed in phase one has similarities to a traditional search engine optimization strategy. Once you head into the social media space, there are significant differences.

• The conversation moves from one-way to two-way
• It is more conversational marketing instead of traditional marketing
• Different communities require different messaging. One size does not fit all

Now you have a web site that is performing and attracting visitors through a combination of paid and natural search. You may wonder, “Why should I focus on social media when all the content I need is on my web site?” That’s a valid question to ask.

The mindshift that you have to make with social media, is that your online strategy is not solely focused on your web site! It includes the “neighborhood” around you.

Imagine that your web site is a store in a good location where people congregate, sort of like a Dunkin Donuts or Starbucks. Your store (ie website) gets a lot of walk-in traffic from one main road (your SEO strategy). Now, you’ve noticed some new suburbs have sprung up and there’s a new place that may support another store. What would you do? Probably consider building another store in the new location – that’s where the people are. The concept of social media optimization is similar. You want your web site and message to appear where people are congregating online.

In any city there are good and bad locations for your store. Sometimes it is very obvious from your research whether one neighborhood would be better than another. Same with social media. Not all social media sites are appropriate neighborhoods for all businesses. That is why research is very important, and just like in the brick and mortar world, sometimes a neighborhood doesn’t turn out the way you thought it would.

Best Social Media Sites

The best social media sites for your company is depends on your target audience. For example, if you sell a technology product or service, then Digg might be a perfect site for you to target. If you sell women’s apparel, then Digg is not a neighborhood that you want to be in.

Keep in mind that different product mixes work in different neighborhoods in the offline world. The social media world is the same. Different communities want information presented to them in different ways. So while your overall marketing message might be the same, how you deliver it could vary from community to community.

So find the best social media sites for your brand, company, and product. In future posts we will examine the social media sites and talk about which stores would be welcome in these neighborhoods.

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