Social Media Optimization: Casey Gollan Shows Businesses How to Get the Most Out of Social Networking

First we had SEO and now Social Media Optimization (SMO) is the buzz phrase - the latter being the ongoing process of making sure a business is social-friendly. A growing number of consumers use social media therefore a business must learn to produce 'shareable' content in order to market itself effectively, says business coach Casey Gollan.

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Leading Australian business coach Casey Gollan

Leading Australian business coach Casey Gollan

In the new online world search and social work together and if you optimize correctly you can see tons of traffic and new business.

(PRWEB) July 10, 2013

In his updated bulletin Social Media Optimization: How to Get the Most Out of Social Networking businesses will learn how to start optimizing straight away.

Says leading Australian business coach Gollan: “Social media optimization involves everything your business does to acquire more customers through social media. The content you create for the various social networking sites all needs to be optimized to ensure it is found by your target customers.

“Determine the social media sites that are the best fit for your company. Once you have that determined get to work creating content. From there you can socialize your company website so content can be shared and found across the web.

“Continue the practice of creating content and you’ll see benefits from both social media and search. In the new online world search and social work together and if you optimize correctly you'll see tons of traffic and new business.”

Business consultant Gollan points to the fact that in order to earn a purchase or conversion businesses no longer simply push messages out to customers. That’s because today the customer has more control (this new phenomenon is referred to as the ‘customer journey’).

The customer is in fact independently researching online and looking for input from friends, experts and even strangers regarding purchases. Companies that understand this journey are getting involved during the entire process – which is where social media comes in. Social media is part of the early stages (and the later stages) of the buyer’s journey.

Search and social are now connected. Over the last few years search engines have been including social aspects in the results. A major change was adding video previews from YouTube and other video websites. Google also shows +1 counts in the search results. Social media sites themselves are search engines with individuals using Twitter, Facebook and YouTube to find social media content.

Everything a company posts on a social network can earn attention through search and people are searching for specific keywords, explains the business coach. When targeting a specific keyword for PPC and SEO companies should also create Twitter posts, Facebook posts and maybe even a Pinterest image for the keyword. The keywords should also be in the post’s title.

Different social communities are interested in different forms of content. A blog post could perhaps be turned into a video for YouTube or an infographic for Twitter. Every social network is different. Twitter has become a way for individuals to get immediate news. Facebook is a place for family and friends to stay in touch with each other. Instagram is an app that allows regular photographers to create amazing photos with a few simple steps.

Businesses can try to invest in every social network, but a more practical approach is to invest their time in one, two or maybe three networks:

  •     Facebook is the biggest social network. Businesses have found success gaining large followings on Facebook in a variety of industries. Facebook users like to share photos and they also like to argue.
  •     Twitter has become news-focused, but content of all kinds is shared there, including marketing content.
  •     LinkedIn is an online network for professionals. The site is now more than just an online resume. Users can join groups and can share content as well.
  •     YouTube has become a place to share your videos so your target audience can discover them.
  •     Food, apparel and design are big items shared on Pinterest boards.
  •     Instagram was originally just an app for the iPhone, but is now a website as well.

Businesses can gain a following by posting interesting photos and using hashtags, interesting titles and following target customers. They should remember to include sharing buttons and links to social accounts via their website, making it easier for customers to share content.

Social media optimization revolves around content. Businesses should think about social media like a radio tower, Gollan says. The content is created at a central location (the company website) and sent out to various networks. In the meantime, that content is shared with others - ultimately sending people back to the company’s website.

A deeper analysis of this subject can be found on the bulletin post itself but for other business topics important to SMEs check out Gollan’s website here


Contact

  • Casey Gollan
    Casey G Pty LTD
    1 800 680 993
    Email