Social Media Optimisation – What You Need To Know


Social Media Optimisatio - SMO

South Africa’s top brands invest heavily in social media. Research conducted by Fuseware and World Wide Worx this year revealed that 93% of leading brands use Facebook, 79% use Twitter, 58% use YouTube, 46% use LinkedIn and 28% use Pinterest. Their research also included an analysis of South Africa’s leading 50 brands, which showed that each of these brands have an average of 58,000 Facebook fans and 12,785 Twitter followers.

Are brands receiving the maximum ROI from their social media and SEO efforts? I feel that many South African brands can do much more to harmonise their social media efforts with the other relevant elements within their digital marketing mix.

Social Media Optimisation

This is where the social media optimisation (SMO) and search engine optimisation (SEO) digital marketing disciplines play a crucial role. The concept of SMO has been with us for quite some time but a large number of brands are yet to implement it. What exactly is SMO? According to Wikipedia: “Social media optimization (SMO) is the use of a number of social media outlets and communities to generate publicity to increase the awareness of a product, brand or event. In general, social media optimisation refers to optimising a website and 澳门足球博彩_2016奥运会外围赌球最新官方网站【赔率最高】 its content in terms of sharing across social media and networking sites.”

Google Search and
number of monthly visits in the country.


It is crucial to prioritise Google+ in terms of both backlinks and social signals. Google+ can be largely seen as a purely SEO-orientated social media platform. The focus of Google+ content should be to enhance the brand’s SEO and not for user engagement, which, for example, is the case with Facebook and Twitter.

Facebook and Twitter

Website A did not have any backlinks from Facebook or Twitter over the above-mentioned period when perusing its Google Webmaster Tools’ backlink report (a free website-specific service which Google can provide). This is due to the Website A’s sample size being too small. Website B’s backlink report only reflected a single backlink each from Facebook and Twitter during the above-mentioned period.

Social media platforms provide an ideal channel to drive traffic to a brand’s website, especially Facebook and Twitter. Facebook and Twitter provided Website B with approximately 14% and 5% of their visits respectively. The next largest source of social media-derived website visits was via Google’s Blogger (Google’s blogging platform) with 0.12% of website traffic.

The emphasis needs to be put on the ‘sharability’ of the high quality and original content. An example of this could be a Facebook post, which, in turn, may have a call-to-action and a link that would direct the user to the website.

Social Media Integration

SMO requires a comprehensive integration of social media into a brand’s website and content strategy. There should be effective cohesion between a brand’s content creation, content publication/’seeding’ and social media platforms. This is where the services of SEO and social media professionals are helpful to guide brands effectively through this complex digital marketing discipline.

All relevant social media platforms should be connected to their respective brand’s website and other social media platforms, where applicable, to assist in the facilitation of social sharing. Simply put, the visibility of a brand in the organic search and social media spheres are magnified significantly through the combination of SEO and SMO.

Stephen Sandmann – SEO Strategist, Neo@Ogilvy South Africa.

Neo@Ogilvy is a leading South African digital media buying agency; offering turnkey digital media buying, search engine marketing (SEO & PPC), social media marketing and mobile marketing. Neo@Ogilvy is a global market leader; with 800 professionals in 40 offices across 32 countries.

Social@Ogilvy is a global, cross-discipline team of social experts from across all of Ogilvy’s businesses. We know there’s a new customer and

stakeholder journey defined by the increasing impact our networks have on purchase decision and our behaviours We design integrated social solutions that combine deep disciplines like CRM, public relations and shopper marketing and rooted in what drives behaviour.
This shift is happening in one way or another all over the world. That’s why we have grown the world’s largest global team delivering solutions relevant in each local market. We are a true global network with a common approach. And it’s more than just marketing, we design social business solutions that use the collaboration and advocacy strengths of social media to drive value internally and in customer relationships while at the same time managing risk.

Fuseware and World Wide Worx.
Google Webmaster Tools.

Image credit:
Search Engine Watch