Social Media Optimization
Social Media Optimization or SMO refers to the process of streamlining or optimizing a website so that it can be exposed online on various social media channels. This process can include anything carried out “on-page” such as refining the interface and usability of the site so that it becomes more compelling to the visitors in an effort to help them share it through various social media sites.Types of social media include social networking sites such as Facebook, Twitter, video and blogging sites and social news and bookmarking sites. In general, social media optimization refers to making a website and its content viable and optimized for sharing across social media and networking sites.
In short, SMO is all about pulling your audience in with an “optimized” website and encouraging them to spread your content without any effort on your part.
Social Media Marketing
SMM, on the other hand, is the next step to SMO. Once you optimize your website, it’s time to share and publicize it online on various social media channels for the people to know about your brand, its product and services and to show interest in them. It plays more of an active role by referring to the creation and sharing of content and other messages through the social web by means of viral marketing. These may include advertisements, blogs, images, and videos describing your services and products. For instance, creating a convincing content that gets bookmarked, spreading a viral video by putting it on YouTube and other social media websites falls under SMM.
SMM is about activities that are done off-site, for instance, participating in online communities to have direct interaction with your customers forms an active part of SMM.
The clear difference between the two is: SMO refers to on-page modifications on your website whereas SMM refers to activities taking place outside your website (on some other channels). In brief, SMO can be taken as a way to encourage SMM activities by visitors of your website.