Social media optimization, similar to search engine optimization is a set of methods to optimize the content of your social profile. The main purpose of social media optimization isn’t to push your product, but to establish your brand on social platforms and engage with followers. By building your brand around a certain topic or niche market, users will trust you and your recommendations.
There are three main types of social media optimization of content for a business.
The technical part of social media optimization pertains to the backend of your website, how it is hosted, how quickly it loads or the URL formats. This is similar to technical SEO techniques and optimizes for faster scanning of your website by search engine robots.
The second is editorial social media optimization. The social content you create for your various distribution channels is to inform and interact with people at the “Awareness” stage of the funnel. This means that it needs to appeal and coincide with the needs of the audience.
Moreover, you need to be aware of what you don’t want to be associated with. This is where you can utilize the negative keywords function, to exclude words or phrases you don’t want your brand associated with.
Since Google is trying to get behind the user intent and which content they are searching for, so should you. If you don’t take care of this, you will have poor relevance and subsequently, a bad ranking.
By becoming an authority for your niche or market your social profiles and website are a reliable source for information. You have been entrusted with an audience relevant to your industry, which means you have an opportunity to connect with them. Social media optimization leads to an increase of your online presence and reputation.
The third aspect of the social media optimization is linking. Posting the same content at the same time across all your social channels might not yield the best results.
Each of your audiences on the various social media platforms is different, so they need a unique approach. If you can link content pieces between themselves, cross-promote and link articles to other sources, you will create a large web of relevant content and thus, gain content relevance.
The website is at the centre of that web, where you ultimately want the traffic directed to. Having built topic authority, you are most certainly exposed to a larger audience, as they seek your expertise on the topic. This will have them look at your brand first, whenever it comes to buying a product or service that you may offer.