Optimisation in an organisation doesn’t have to be a complex idea. When we hear the word optimisation, digital marketing companies analyse the keywords, meta description and density for social media; however, this is far from the real thing. When we record videos and photos on our phone, we think a few times before uploading the same, as we already have a vision about its reception from the social media users, so optimisation is similar to this act. It helps people develop minor strategies to give a massive boost to their social media content to gain more customers.
What is Social Media Optimization
Social media optimisation is a strategy where the brands use their social media network to expand their customer base through an online presence. The brands use several communication channels of social media to communicate with their customers and keep them on track about their latest developments. The types of social media websites involve Facebook, Twitter, Instagram, Youtube and other blogging platforms.
According to a report by HootSuite, there are 3.499 billion active social media users worldwide. These users drive engagement to our handles by a mere interaction through the strategies designed for social media alone. These strategies increase our visibility, user engagement and encourage users to check out our brand.
Understanding Social Media Optimisation
Social Media Optimisation (SMO) is similar to search engine optimisation (SEO) but not the same. SEO focuses on traffic and awareness for the brand’s website and reaching the top of Google’s hierarchy. SMO aims for organic links on social media content and drives users to the website to spread the word about the brand.
Social media optimisation exists to create eye-catching content of visual media, which attracts customers to the media handles, leading them to the brand’s website. The users, in turn, engage with the social handle through actions of likes, comments, retweets, reposts etc. Therefore, SMO increases brand visibility and increases user engagement rate.
News websites heavily depend on the social media web posts where the clickbait headlines lead the users to their main website. It is also effective for Online Reputation Management, where they can control the negative and positive reactions.
How Search Optimization Works On Google And Other Social Media Handles
Social Media plays an essential role in search engine optimisation; SEO engines depend on the recommendation of users on social media platforms to rank on google’s search sites. The process initiates when a social media user clicks on a website link or shares it; this click is counted as a vote for the web page quality. This move is significant when pages want to rank for a higher place at Google sites, and through personalisation of interests and location in social networks, these web pages gain more views by clicks.
Through geographical interests, SMO targets users mainly interested in certain brands or organisations and converts them into users of the needed brand. Campaigns and viral marketing schemes direct user engagement to the website, thus increasing the reach and engagement. Social Media optimisation works different for different social handles ,hence listed below are some tips to prepare for the same.
Facebook can be optimised by choosing an ad objective and working entirely through it. Through Ad feature , you can create brand awareness and analyse your reach to the main audience on the platform.
Instagram Ads is a versatile tool for online advertising created by Instagram. These ads are posts, but you pay for them to appear on potential customers’ feeds. These customers are directed to the business posts by the filter bubble, where the data network follows the user’s niche and preferences and posts of the audience’s interest.
Twitter optimisation starts with following the algorithm for timing , location , header image etc. Make sure all these are updated for more followers and pin your most important campaign tweets. Use Customer service tools on twitter such as profile notifications for trends , users , customers surveys and deep link direct messages.
All Social Media platforms
Each platform has it’s unique set of analytic tools to utilise and promote your business. These analytics can determine the engagement and reach , but only when organic social media strategies are used such as frequency , consistency and good content. Hashtags and keywords are used in all the platforms , so SEO is a must for every platform.
Strategies to Use for Social Media Optimisation
- Account Optimisation
First things first, your social media presence should reflect your brand’s image. Align the business goals and objectives and lay the groundwork for plans of the media handle; these should include personal branding and visuals. Make sure the creative visuals match the logo’s colours, profile pictures and general layout of your brand. Whenever there’s a live post, it should contain all hashtags relevant to your brand and the links directed to your company’s landing page. The audience’s first encounter with the media page must be engaging to explore further into the brand.
- Social Search Optimization
Figuring out the latest social media algorithms for your brand must be the top priority. Instagram’s updated search features allow options of locations, trends and reels. Brands must optimise their handles through the trending keywords to be in the loop; these keywords can be trending audios or relatable words for all businesses. Please make sure the usernames are consistent across all handles so it is easy to find and the about and bio filled with the same hashtags being used for business consistently.
- Content Strategy
Consistency is a must to stay relevant on the platform as people look forward to updates when the brand rolls out a good image. Brands should have an organised chart with a fixed frequency to post updates and how many to post in a day. Brands must categorise them according to text, images and video posts, and shorter-term plans. Additionally, they should make posts and updates on special occasions and strategies based on social analytics. Instagram has its analytics feature for business handles and tracks your engagement through your information.
- Link Optimisation
Links are an essential part of your social handles as people click on them to find out more about your brand, so they should be placed at the top of your page and changed alternatively based on the page getting the highest click per rate. These links can be coded under Urchin Tracking modules to gain complete analysis about the traffic on that link to improve your strategy.
- Performance Optimisation
The above strategies can work only when they improve overtime under the brand’s analytic report. Keep track of seasonal trends to launch campaigns for more engagement and brand awareness, and keep a constant check on posts getting more attention to aim for similar results. Because charity begins at home, urging your employees to share content on their platforms for starters will steadily increase customers who would trust the brand because they trust their company.
The main objective of social media optimisation is to create brand awareness and establish your brand’s community online. This community will help the brand know their customers inside out, and their preferences will urge the brand to deliver to their satisfaction. I hope you’re ready now to optimise your social presence; check out this article to know more about Advertising for your brand on social media.