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Social Media Optimization For Dummies by Michelle Krasniak, Ric Shreves

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Chapter 1

Building the Foundations of Social Media Optimization

In This Chapter

  • Formulating a definition of SMO
  • Understanding the benefits of SMO
  • Committing to SMO
  • Finding an appropriate voice

Social media is now part of every digital marketer's tool kit. We're moving past the adolescent days of social media and moving into a more mature market. As social media has grown in importance and sophistication, a new discipline has emerged: social media optimization.

New tools and new techniques are great, but they bring with them increased complexity and risk of confusion. In an area that changes as quickly as digital marketing, it's easy to get sidetracked and distracted by new things and lose sight of the importance of the process behind social media. It requires effort to separate what really works from what is simply the hot new topic of the moment. Social media optimization emphasizes process and techniques and has proved its worth to brands worldwide. It delivers tangible benefits and can be reduced to a repeatable system that makes implementing social media optimization practical for digital marketing teams.

This book dives deep into the discipline of social media marketing and looks at the tools and techniques that have proved to be effective. This chapter explores the basics of social media optimization. It also looks at how social media optimization relates to other aspects of your marketing and, most important, how it relates to your website.

Defining SMO

Social media ...

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