Social media optimization (SMO) is practically synonymous with social media marketing (SMM). Actually, the two terms are so new to the search marketing industry that there’s been debate whether or not there is a difference; and if it would cause more confusion by refining their meanings into two separate definitions.

Cameron Othuis of Pronet Advertising offers one way to differentiate SMO and SMM by focusing on whether or not something new is created in the process. He suggests that optimization is simply the process of making onsite changes to a website or blog that facilitate social media users to fully enjoy, participate and pass the site onto their social media networks, such as providing Digg and Facebook icons to click on.

As for SMM, Othuis believes creation is more like marketing than optimization. He suggests that SMM include off-site social media activities used to generate buzz. In this definition, social media marketing is actively using social media techniques outside your website and within social networks circles. Examples here include writing compelling content worthy of distribution and participating in other blogs and forums where consumers hang out.

First coined by Rohit Bhargava on his Influential Marketing Blog, he has defined social media optimization by its 5 rules:

1. Increase your linkability
2. Make tagging and bookmarking easy
3. Reward inbound links
4. Help your content travel
5. Encourage the mashup (give free content so others can use it in their own way)

Since this post in August 2006, other industry experts have added to the list creating a total of 17 rules of SMO.

The Apollo Media Twist:

At Apollo, we use the two terms interchangeably. That is, social media optimization is a form of search marketing and an internet marketing strategy that seeks to publicize web content through social networking (i.e. Facebook), social application services (digg) and other online social media opportunities.

SMO is the digital equivalent to ‘word of mouth’, where discussion surrounding a site’s content is spread through users’ bookmarks and tags, eventually driving increased web traffic to the original source. Examples of SMO often found on sites and blogs include RSS feeds, You Tube videos and Flickr photo sharing accounts.

At Apollo Media, we feel that the most important aspect of SMO is viral content. This strategy focuses entirely on the consumer. What is it they want and need? What can we give them that they will find useful and relevant to their lives? What will entertain them? Inform them? And finally, what will inspire them to start or participate in a conversation about the company’s website, products and services?

If you find social media optimization interesting and see its potential in marketing your business, why don’t you give us a call here at Apollo Media?