Social Media Optimization for Dummies

As it turns out, social media is good for a lot more than funny cat videos, memes, and sharing what you're eating for lunch with the world. As the social media sphere continues to grow and be redefined, it's more important than ever to arm yourself with the latest information on how you can use it to drive traffic to your website, raise awareness of your brand, and promote your products or services. If you're a marketer who has asked yourself how you can possibly stay afloat in these newly chartered and oft overcrowded waters, Social Media Optimization For Dummies serves as your roadmap to smart marketing in the digital age.

So, what is Social Media Optimization (SMO), exactly? Well, it's comprised of two closely related practices. First, SMO refers to a set of techniques in which social media is used to drive traffic to a website and create an interest in a product or service. Second, SMO concerns the optimization of the social media presence itself with the goal of building followers, increasing engagement, and, again, generating interest in a product or service. Each of these parts supports the other and, when the channels are managed efficiently, enhances the other's effectiveness. In this plain English, easy-to-follow guide, you'll quickly discover how to apply SMO practices to your marketing plan to accomplish those goals.

• Integrate social media into your website
• Drive traffic to your website
• Build followers and generate a buzz
• Increase engagement with customers

From integrating social media into your website to building your social media presence to everything in between, Social Media Optimization For Dummies points your business toward success.

Ric Shreves has been building websites since 1995 and creating digital marketing campaigns for almost as long. He is a former columnist for ComputerWorld magazine and has built websites for some of the world's largest brands, including BASF, Colgate-Palmolive, and Tesco. Michelle Krasniak is a freelance copywriter and marketing consultant who specializes in content marketing. She has been writing professionally for over 15 years and has a passion for helping businesses of all sizes develop content to maximize their social media presence.

Part I: Getting Started with Social Media Optimization 5

Chapter 1: Building the Foundations of Social Media Optimization 7

Chapter 2: SMO Is the New SEO 17

Chapter 3: Starting Your SMO Journey 31

Part II: The Push and Pull of SMO 51

Chapter 4: Driving Traffic to Your Website 53

Chapter 5: Widening Your Reach 69

Chapter 6: Raising Awareness of Your Social Media Presence 83

Part III: Leveraging Social Media with Your Website 93

Chapter 7: Integrating Social Media Tools 95

Chapter 8: Inspiring User Engagement 109

Chapter 9: Implementing Social Media Standards and Protocols 119

Part IV: Mastering Practical SMO 131

Chapter 10: Promoting Your Content 133

Chapter 11: Using SMO to Sell Products or Services 157

Chapter 12: Enriching Events with Social Media 169

Chapter 13: Building Your Brand and Establishing Expertise 187

Chapter 14: Managing Reputation 203

Chapter 15: Creating a Crisis Management Resource 223

Part V: Building Your Social Media Presence 237

Chapter 16: Integrating SMO into Your Workflow 239

Chapter 17: Finding Your Followers 263

Chapter 18: Tapping Into the Vox Populi 285

Chapter 19: Tracking Progress and Measuring Success 297

Part VI: The Part of Tens 315

Chapter 20: Ten Rules of Social Media Optimization 317

Chapter 21: Ten Tools for Managing Your Social Media Presence 323

Index 329

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