Getting Started with Social Media Optimisation (SMO)
There are many social networking sites out there but the following are the main ones you should consider using. Before you go ahead, give some thought to if – and how – they will work for you. If you feel a particular social site is inappropriate for your business, for any reason, then don’t use it. Also, give consideration as to whether you will have the time to do the regular updates necessary to maintain user loyalty and interest.
Before you commit your business name to any online social media site, sign-up and ‘listen’ before diving in. Take the time to get a feel for how the system works and what the spoken and unspoken rules are.
Facebook http://www.facebook.com
Build a Facebook fan page for your company. Use this page to promote your company by keeping it updated with your latest news and offers. Page information could include:
Company information
Contact details
Website link
News and press releases
Blog feed
Videos
Twitter updates
To promote the page, you will need to set up a personal profile and start networking. Join groups for industry sectors that could use your services. You can also become fans of companies who you would like to use your services. Perhaps say ‘hi’ on their pages but try not to come across as blatantly self-promoting. If appropriate you could also send direct messages to people inviting them to become a fan of your page. It would be a good idea if you have some specific news or promotion to offer.
If it fits in with your business, add a ‘Join us on Facebook’ button to your website to encourage customer interaction.
Twitter http://twitter.com
Use Twitter to present the ‘human’ face of your company. Follow people related to your industry as well as potential customers for your product or service. Spend time ‘listening’ to what people are saying as it can give you a valuable insight into who you should be following, and how you should be connecting with your customers. Searches can uncover people who are already talking about your company.
You can update Twitter by using a tool to upload your site’s RSS feeds, but also take the time to converse on a personal level as this will promote interaction from your current followers and encourage new ones.
You should also take the time to customise the background of your Twitter profile. It looks professional and is valuable space that can be used to give information about yourself or your company.
Example customised twitter profile: http://www.twitter.com/justsearching
Linked In http://www.linkedin.com
Linked in is an excellent business-to-business networking tool. Set up a profile for your company and encourage your staff to set up personal profiles. Join relevant groups and engage in conversation with other members. Add your blog feed and upload company presentations to share your industry knowledge.
Article Submission
In addition to joining social networking sites, submitting articles and issuing press releases should also be considered. Article submission is a good way to syndicate content and gain back-links to your site.
It’s important to write quality content that people will actually want to read. As with social sites there are a multitude of article submission sites, but the following are the most popular:
Ezine Articles: http://ezinearticles.com
Article City: http://www.articlecity.com
Go Articles: http://www.goarticles.com
Search Warp: http://searchwarp.com
Another good tip is to identify the main competitors in your market sector. Do some research into what kind of social marketing they are undertaking. If you spot a great idea, then emulate it – but add your own unique twist.
Most of all enjoy it. Social media networking can be fun!
Caroline Bell
SEO Advisor
