For me SMO is a dirty word, it seemingly replaces doing the hard work in developing a great Content strategy. Most advice around SMO is as follows:
- Identify and target your audience
- Look at content distribution methods
- Optimise content for SEO (which should be happening anyway)
- Optimise linking (inbound, outbound)
- Create content that will travel (via social methods)
- Look at life-cycle of web objects and keep that in mind when publishing
- Determine editorial guidelines for types of content and apply
It can all end up in the same place; out “There”.
It goes back to editorial prowess. Each sentence should earn it’s keep. Each word should have a value. Each item should have clear meaning and benefit to the end user, otherwise, kill it.
I’m going to put myself out on a limb and say that I think “SMO” is the new buzzword being bandied around so Agencies can add a few extra naughts to their fees. I’ve had some animated discussions with content strategists who, like I, are revisiting the golden days of the .com boom, when anything that had an “e-” at the front of it would also be associated with big bucks.
Maybe this is contentious, but as an evangelist of the goods that social can bring I feel it’s my duty to poke the ribs of the SMO beast and see what comes crawling back.