INDEX

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1. Executive Summary 2
2. Chapter 1:
Introduction 3
Objective of SMO 5
Rationale 6
Scope and focus of study 7
Research methodology 8
Hypothesis 9
Limitations of SMO 11
Conclusion 12
3. Chapter 2: SMO BASIC
Types of SMO 13
Rules of SMO 15
Benefit of SMO 17
Advantages and disadvantages of SMO 18
4. Chapter 3:
SMO relationship with viral marketing 19
SMO as a promotional tool 19
Connection with SEO 20
Steps to improve your SMO 23
How to use social media for brand promotion 28
How SMO benefit your business 30
Benefit of social media for small business 31
5. Chapter 4: OPTIMIZATION OF SOCIAL MEDIA PLATFORM
Steps to optimize your Facebook page 36
Steps to optimize your Instagram page 40
Advanced YouTube SEO tactics to drive more traffic to your videos 62
and website
6. Chapter 5: ANALYSIS OF STUDY/CASE STUDY 66
7. Chapter 6:
Suggestion 74
Conclusion 76
8. Bibliography 76

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 EXECUTIVE SUMMARY
In an era where technology prevails, entrepreneurs as well as marketers see the
need to keep up with the fast pace of change or risk being outdated. Gone are the
days when a pure-bricks business model will thrive well in current market
scenario. It is practically impossible to design a marketing strategy without
considering social networks. Social media had become really important gradient in
todays marketing mix in general and in promotion mix in particular. Adapting
some form of marketing online through social media optimization is a key node for
all businesses, especially in an industry where trends constantly change such as
fashion and handicrafts. The project carries out empirical research to understand
the effectiveness of social media optimization as a marketing tool.

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 CHAPTER ONE

1.1. INTRODUCTION
Online marketing is all about awareness and visibility. SMO is about optimizing a digital entity
a person, idea, or organization to reach an audience. Consumers may discover content on the
web in a number of different ways, but the most popular methods are via social media, which
encompasses many platforms and tends to be more passive.

It may be helpful to take a step back and think about how you find content. A quick browser
history check will likely show that almost all of your digital journeys start from a social media
source. Getting users to consume content is a key goal, but it doesnt happen without intentional
planning and preparation. We all know the build it and they will come mentality hasnt cut it
online for at least the past 15 years, but the good news is that there are plenty of resources
available to help you reach an audience. SMO can be enigmatic and intimidating at times, but the
aim of this project is to help demystify it.

Social media channels are incredibly complex and change rapidly. Policing of web spam has
become much more aggressive. At this point, if you dont think of social media, youre missing a
huge piece of the puzzle. Youre one big tweet away from upping your search ranking. As
Google's Eric Schmidt says:

Information tied to verified online profiles will be ranked higher than content without such
verification - Eric Schmidt

Youve got to know the rules of the game to succeed what practices to follow and what to stay
away from.

Social Media usage represents 28% of all time spent online if youre responsible for
managing digital reputations and arent using social wisely, youre clearly missing out. Social
media gives people and organizations additional platforms to interact with their audience,
allowing them to connect faster than ever before.

In order to better organize web content for use on social media, platforms pull information from
a specific protocol, usually Open Graph (or Twitter Cards, in the case of Twitter). This allows

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webmasters to select the description, title, images, type of content, and many other
characteristics of a page that appear and are classified when using social media. As an example:

Marketers often ask how to make content more shareable. The best way is to create valuable,
relevant content. Sound familiar? You should also engage with your audience. Social media is a
two-way street. You can do other things to increase your contents sharability, but ultimately you
need to provide value to the community and be tuned into your industry you need to have a
voice. Gone are the days of push marketing where the most-clever message wins. Consumers
expect to be heard by the brands and people they care about, and social media is the best way for
you to listen.

DEFINITION

SMO known as Social Media Optimization 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. Types
of social media involved include RSS feeds, social news and bookmarking sites, as well as social
networking sites, such as Twitter, and video and blogging sites. SMO is similar to search engine
optimization in that the goal is to generate traffic and awareness for a website. In general, social
media optimization refers to optimizing a website and its content in terms of sharing across
social media and networking sites.

As a business in the internet age, you can't exist without addressing the issues of online visibility
and customer interaction, thats exactly what SMO is designed to do. When used effectively
social media can be one of your sites organic search result. By connecting with people in various
online venues, you extend the reach of your business and increase opportunities for people to
link to your main page. Social media optimization helps connect all of your social media
accounts in a cohesive, consistently branded network that points your potential customers where
you want them to go. SMO pros employs a strategic, multi-point process to build your successful
SMO foundation, boost your SEO, and drive more potential customers to your site.

SMO ORIGIN

According to technologist Danny Sullivan, the term "social media optimization" was first used
and described by marketer Rohit Bhargava.

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1.2. OBJECTIVE OF SMO
Social media is one of the huge online communities, which has been tremendously increasing
day by day. This online community includes a crowd from younger one to the older one.
Nowadays it is very significant for every single company having their profiles and pages on the
top social networking like Facebook, Twitter, Linked, Google+, etc.

Today if people want to find any information they directly go to the internet. Now a days people
can access the internet in their homes, office, car and mini cases even in their pocket. Google has
looked ups 200,000,000 searches every day.

SMO is like a viral marketing. It also refers to promoting or marketing on every media but in a
professional and smart way. The main objective of SMO are:

To create a brand awareness and communicating with the customer.

It also act as a tool to have a two way communication with your customers.
It helps to develop trust and confidence among the customers.
With the help of the two way communication you can build strong bonding with your
customers
Helps you to keep in touch with your customers, hence will increase the ratio of your
returning customers.
Help consumers in decision making about buying a product or services.

1.3. RATIONALE
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Today companies literally fight for consumers attention. Competition has forced both marketers
and companies to seek new unconventional ways to communicate with the market. This has led
to the development of the phenomenon known as social media. This form of media describes a
selection of user generated content created by consumers to educate each other about products,
brands, services, personalities and issues. Social media have become a major factor in
influencing different aspects of consumer behavior including awareness, information acquisition,
opinions, attitudes, purchase behavior, and post-purchase communication and evaluation.

Our study focuses on describing how and explaining why companies use social media in their
marketing communication strategy.

1.4. SCOPE AND FOCUS OF STUDY

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The scope of social media optimization is wide and thereby the implementation hurdles.
Although the main goal of SMO for every company is to generate traffic and increase visibility,
but the way it is been applied to achieve this goal varies. As information sharing is the major part
of the corporate industries, social media has given boost to E-commerce business. The social
media revolution has changed the way that successful small businesses interact with customers
and reach out to both new and existing markets.

Entrepreneurs and marketer agree that adopting social media optimization as a strategy is one
important steps that E-commerce business has taken in increasing its visibility due to the
tremendous benefit social media provides.

1. This project is designed to examine the extent, social media optimization is been used by e-
commerce sites.

2. To study how social media optimization has help e-commerce sites create brand awareness,
attract a great pool of customers.

3. To study the strategies used in social media optimization to bridge the gap between customers
and entrepreneurs

1.5. RESEARCH METHODOLOGY

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The methods used for getting information and knowledge for this document are literature
readings such like books, articles, research papers & journals, internet pages, technical white
papers and experts views. The study is kind of review of existing literature in the field of social
media optimization/marketing. The study mainly focuses on SMO strategy and development
particularly latest SEO tools and techniques available and search engines. The study also
includes analysis on basis of general defined facts on particular systems available and case
studies picked for this study.

This study is a descriptive, analytical, reviewing and doing postmortem on existing theories and
knowledge in the field of internet marketing and social media optimization processes. It also
includes a review of social media optimization; furthermore it discovers strength, weaknesses,
advantages and disadvantages of this field.

1.7. HYPOTHESIS
Marketing communications, or promotion as it was originally called, is one
element of the marketing mix. It is used to communicate elements of a

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companys offerings to target audiences. This offer might refer to a product,
a service, or the organization itself as it tries to build its reputation.
Today producers literally fight for consumers' attention. Competition has
forced both marketers and companies to seek new unconventional ways to
get their message across to their audience. The increasing noise and the
frequent promotion commercialized society have also made consumers jaded
when it comes to advertising. One can sense a greater skepticism and
disbelieve from consumers' side against the companies and their products
and services. This has led to consumers now more than ever trust their
friends, neighbors and colleagues instead of traditional advertising messages
that are sent out as to which products or services to be consumed.
(Marjamki & Svensson, 2008).
Social media allow firms to engage in timely and direct end-consumer
contact at fairly low cost and higher levels of efficiency than can be achieved
with more traditional communication tools. This makes social media not only
relevant for large multinational firms, but also for small and medium sized
companies, and even nonprofit and governmental agencies. (Kaplan&
Haenlein, 2010). One may be wondering what the advantage is of having a
presence on a social networking site like Facebook when the business
already has a regular website. The answer is reach. You want your message
and story to reach as many people as possible. To maximize your reach, you
need to have a presence where people are hanging out and increasingly they
are hanging out on social networking sites. (Halligan & Shah, 2010, p. 89).
A unique role of social media is that customers can use it to communicate to
one another. This has resulted in that a person has the tools to tell 10 million
people if they are dissatisfied or satisfied. In a sense, this role of social media
enabling customers to talk to one another is an extension of traditional
word-of-mouth communication. The question for managers becomes; how
can this power be harnessed for the benefit of the organization?.
While companies cannot directly control consumer-to-consumer messages,
they do have the ability to influence the conversations that consumers have
with one another. (Mangold & Fauld, 2009).
In order to stand out from all the media clutter and find their niche
companies and marketers must segment the market by defining customers
with similar values. Segmenting the market appropriately allows marketers
to reach people who can ignite the fuse of interest among others. (Wright,
2010). Marketers that have the understanding of their brand and positioning
on the market also have the vision. The social media strategy should
therefore fit with the established brand identity. But it is important to not
blindly apply the same strategies for social media as for offline broadcast

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because that has shown to be one of the worst mistakes. Instead you should
not be limited by historical theories but be willing to come up with new ideas
and be willing to take risks. (Zarrella, 2010, p. 185). Done right, social media
is more than a buzz and will produce winning results (Goldner, 2010).
Social media is a very active and fast-moving domain. What may be up-to-
date today could have disappeared from the virtual landscape tomorrow.
(Kaplan & Haenlein, 2010).
Research questions
Regarding to the problem discussion the following research questions will be
addressed:

RQ1: How do companies use social media in their marketing

communication?
RQ2: Why do companies use social media?

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1.8. LIMITATIONS OF SMO
Although social media optimization is a strong promotional tool but it has also got a dark side
associated to it. With a host of benefits it offers, there are some pitfalls that may become a
nightmare for the marketers if not addressed.

1. Time consuming:

To get the maximum benefit out of social media, one has to proactively participate in it. You
have to post or tweet frequently and interact with the people. Social media is all about online
interaction with target audience. You have to answer to the queries and convince them about the
effectiveness of your products. All this consume a lot of productive time and with no direct tool
to measure the effectiveness of social media in web marketing, one may turn his back towards it.

2. Risk of negative comments:

When you use social media like Twitter, Facebook, and Google+ for your product promotion,
people get direct access to post their views. There is equal probability of getting both positive
and negative comments.

Even your competitors can post a few highlighting the negatives. Though you can decrease the
impact of negative comments through quick response, you cannot nullify it.

3. Hackers threat:
Recently, following a false tweet from the twitter account of the Associated Press, the Associated
Press had to accept that their Twitter account had been hijacked. The tweet that read Breaking:
Two Explosion in the White House and Barack Obama Is injured sent a shock wave across the
world.

If hackers can break into social media accounts of renowned companies, the others are at risk
too.

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Companies should address the loopholes of the social media so that they can draw just benefits
out of it. Remember, social media is not magic gem that can help even a bad company with low-
quality products and poor servicing to make profits.

The first and final way to ensure the success of your business will always be to ensure quality of
the end product and offer complete customer-satisfaction.

1.9. CONCLUSION
1. The penetration of social media is high, however the use of social media optimization is still
limited.

2. SMO is mostly been engaged in by large firms.

3. The use of SMO has little effect or total factor productivity in small firms, however, you will
find immerse positive effect in the large firms.

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 CHAPTER TWO: SMO BASICS

2.1 TYPES OF SOCIAL MEDIA OPTIMIZATION

With India rapidly undergoing digitalization every passing day with new technologies, online
shopping, online dating and what not, we know that social media has become the it and
happening place to be in. It is rightly said that everything that happens on social media stays on
Google search; such is the effect of social media on our lives now. The social media agency now
is the savior for all those not so socially savvy people out there who find it hard to cope with
this wave of development. But then again, social media as it is particularly addressed as involves
many different types.

1. Social network:

Yes, what is social media without your favorite social networking site like Facebook? To others
who sit there clueless, social networks are social sites which give its users a platform to meet and
connect to people around the globe who share similar interests and passions.

2. Book marking sites:

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So, these basically only the technical ones will understand. These sites allow users to save and
organize links of infinite online resources and websites. It gives the user the ability to tag links,
which makes it easier to search, and invariably, share with their followers. Stumble Upon is one
an example of a bookmarking site.

3. Social news:

This site allows its users to post news links and other items to reference to outside articles. The
other members then vote for the best one which eventually then gets prominently displayed on
the site. Best example for such a form of social media is Reddit.

4. Media Sharing:

Almost all of us are familiar with the popular media sharing website: YouTube, and we also hear
success stories of people who make it big from here. So, media sharing websites like these, allow
you to share different types of media like pictures, music videos or random videos to reach out to
a larger audience. It also has features like creating a profile and commenting on others post like
in Facebook.

5. Microblogging:

Twitter is the most famous micro blogging site. These sites allow users to share certain links,
sites etc., on their walls, and these are then posted on the walls of everyone who has subscribed
to that users account.

Over the years social media and the digital market is taking over the Indian subcontinent by
storm. With services like social media optimization getting more and more takers, digital seems
to be the best way to go!

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2.2. RULES OF SMO
Rohit Bhargava was credited with inventing the term SMO. His original five rules for conducting
social media optimization are:

1. Increase your linkability:

This is the first and most important priority for websites. Many sites are "static" meaning they
are rarely updated and used simply for a storefront. To optimize a site for social media, we need
to increase the linkability of the content. Adding a blog is a great step, however there are many
other ways such as creating white papers and thought pieces, or even simply aggregating content
that exists elsewhere into a useful format.

2. Make tagging and bookmarking easy:

Adding content features like quick buttons to "add to del.icio.us" are one way to make the
process of tagging pages easier, but we go beyond this, making sure pages include a list of
relevant tags, suggested notes for a link (which come up automatically when you go to tag a
site), and making sure to tag our pages first on popular social bookmarking sites (including more
than just the homepage)

3. Reward inbound links:

Often used as a barometer for success of a blog (as well as a website), inbound links are
paramount to rising in search results and overall rankings. To encourage more of them, we need
to make it easy and provide clear rewards. From using Permalinks to recreating similarly, listing
recent linking blogs on your site provides the reward of visibility for those who link to you

4. Help your content travel:

Unlike much of SEO, SMO is not just about making changes to a site. When you have content
that can be portable (such as PDFs, video files and audio files), submitting them to relevant sites
will help your content travel further, and ultimately drive links back to your site.

5. Encourage the mashup:

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In a world of co-creation, it pays to be more open about letting others use your content (within
reason). YouTube's idea of providing code to cut and paste so you can imbed videos from their
site has fueled their growth. Syndicating your content through RSS also makes it easy for others
to create mashups that can drive traffic or augment your content.

Apart from the above listed rules by Rohit Bhargava other Researchers have modified the rules
and added a few more just to make social media optimization easy. They are:

I. Define objectives and set goals:

Know your desired outcome at you start for example, reputation, sales, influence, credibility,
charity, traffic/page views Lee Odden.

II. Make people smarter:

If a piece of content makes people seem smart, theyre more likely to share it with their friends.
And people like being the first to share information because it makes them seem cool and in-the-
know Mashable.

III. Use permalinks in blogs for keywords and sharing:

When you blog, permalinks automatically capture keywords in the URL titles that search engine
look for when the crawl your site; at the bottom of your blog, they make it easy for readers to
copy and share BarnRaisers.

IV. Reward helpful and valuable influencers:

Share the content of the people who are sharing your content. It is both a sincere and smart way
to raise visibility Jeremiah Owyang.

V. Be a useful resource, even if it doesnt help you:

Add outbound links to areas that could help others. Folks will link to your social site and tag is as
helpful or the ultimate guide in that space. As this adds up, it will become more and more
relevant in search engine results Jeremiah Owyang.

VI. Dont forget your root; be humble:

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Sometimes it can be easy to get carried away being a Blog Star or industry talking head.
Remember those who helped you along the way, and that respect will help all involved Loren
Baker.

VII. Let go of an idea and let others own it:

In the spirit of social media principles, the idea of Social Media Optimization is now out there
and belongs to the marketing and PR community. I strongly believe the future definition of this
emerging marketing practice will come from the group Rohit Bhargava.

VIII. Know who and how to target:

On the internet as in life, there is always going to be a certain audience you can appeal to and
others that you cant. Listen to who is engaging with you and take the learning to build your
audience Cameron Olthius.

IX. Stay fresh:

Social Media is changing and morphing by the minute, keep up on new tools, products and
challenges in your social sphere Loren Baker.

2.3. BENEFIT OF SOCIAL MEDIA OPTIMIZATION

1. Brand building: Brand awareness can be spread very fast through social media sites. So a
successful social media optimization can create a great reputation for your brand. Through social
media sites your company message can be spread more effectively.

2. Low cost: SMO would not cost you more, with little time and consistent effort you can attain
success easily. This is a superb replacement of traditional method of marketing.

3. Search engine ranking: Search media optimization can give your site lot of back links so
search engines would love to improve your ranking.

4. Instant turnaround: Making your brand visibility in the first page of major social media sites
and video can fetch you huge number of instant traffic, popularizing your website within no time.

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5. Targeting specific audience: Search media optimization has the ability to target different kind
of audience such as gender specific, geographical location specific, and also target audience
based on their age, interest and even marital status. So this would be helpful for the businesses to
use the social media marketing to attract specific group of people.

Businesses should opt for right online marketing technique so that they can make use of the
social media strategy to their advantage. For example an automobile manufacturer can create
social profile in a social media forum where there are lot of people who are keen to know
automobile. Automobile manufacturer after creating the forum can provide latest updates about
their products and services and capture the market effortlessly.

2.4. ADVANTAGES AND DISADVANTAGES OF SMO

There are many advantages of SMO, and we have summed up some of the most common
benefits here, take a look.

Retaining old, trustworthy customers

Offer direct feedback
Aids in making newer customers
Cost effective
Provides exceptional conversion rate
Helps in branding

These are just few among many advantages of SMO. Lets talk few common demerits or
disadvantages of Social media optimization below.

Takes time and effort to update social media accounts

Posted product or brand information will expire in quick time if not updated

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 CHAPTER THREE

3.1. SMO RELATIONSHIP WITH VIRAL MARKETING

Social media optimization is in many ways connected to the technique of
viral marketing or viral seeding where word of mouth is created through the
use of networking in social bookmarking, video and photo sharing websites.
An effective SMO campaign can harness the power of viral marketing; for
example, 80% of activity on Pinterest is generated through "repining."
Furthermore, by following social trends and utilizing alternative social
networks, websites can retain existing followers while also attracting new
ones. This allows businesses to build an online following and presence, all
linking back to the company's website for increased traffic. For example, with
an effective social bookmarking campaign, not only can website traffic be
increased, but a site's rankings can also be increased. In a similar way, the
engagement with blogs creates a similar result by sharing content through
the use of RSS in the blogosphere and special blog search engines. Social
media optimization is considered an integral part of an online reputation
management (ORM) or search engine reputation management (SERM)
strategy for organizations or individuals who care about their online
presence.

Social media optimization is not limited to marketing and brand building.

Increasingly, smart businesses are integrating social media participation as
part of their knowledge management strategy (i.e., product/service
development, recruiting, employee engagement and turnover, brand
building, customer satisfaction and relations, business development and
more). Additionally, social media optimization can be implemented to foster
a community of the associated site, allowing for a healthy business-to-
consumer (B2C) relationship.

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3.2. SMO AS A PROMOTIONAL TOOL
There are so many social media communities, and outlets out there on the internet today, which
are completely free and easy to access. The usage of various kinds of social media communities
(like Facebook, Google Plus communities etc.) and outlets to promote any given product, event
or brand, and eventually drive substantial traffic to the respective websites can be termed as
Social Media Optimization (SMO).

As a matter of fact, SMO is very much similar to SEO (Search Engine Optimization) since the
ultimate objective of both processes remains the same i.e. to generate relevant traffic and
increase the visibility of any targeted website in major search engines like Google, Yahoo, and
Bing etc. In general, SMO refers to promoting a given site and its related content by sharing
them across various popular social networking, and media sites.

Types Some most common social media channels that todays online marketers use include
social news, RSS fees, and bookmarking sites along with social networking websites such as
Facebook, Twitter, Google Plus and blogging, and video sites.

3.3. CONNECTION WITH SEO

Since the main goal of both SMO and SEO are one and the same as mentioned before, there
should be a perfect relationship between both the processes to successfully promote a given
website. Now, SMO is becoming extremely vital for SEO, as some of the prominent search
engine majors like Google are using the suggestions of members of social media networks as one
of the main parameter to assign ranking to web pages in the SERPs.

It simply means that whenever any webpage is liked or share by a registered member on a
popular social network like Facebook, it actually reckons as a vote for the general quality of that
particular webpage. Thus, both SEO and SMO should go hand in hand to achieve considerable
success for any given website today.

So, how exactly is Social Media Optimization (SMO) connected to Search Engine Optimization
(SEO)?

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 Sharing Helps in Link Building:
Link Building is an integral part of SEO to settle on whether other websites recognize the
information on your website as useful. Business houses follow reliable link-building strategies to
get higher rankings.

They share original content on social networks to help the search engines understand their
credibility. So, content that has been shared more on social platforms gets higher ranks than
those with nil shares.

The Content Gets Indexed Pretty Fast:

If your content is shared more number of times, then search engines consider them as quality
information. The more links the web pages have, the faster the search engines index them. Social
media is a powerful tool that can influence the number of links a web page gets within a very
short time frame. And the search engine speeds up the pace of indexing the content. So, more the
number of shares and tweets, faster is the indexing of the web page.

Boosts Relevant Keywords:

The search engine filters the keywords from the content shared on social networks as well as the
profile of the account. Hence, if you have a brand, then all social profiles should contain the
company name, the URL and a bio of the company.

For instance, if you do a quick search for Pepsi, the top results will include the social pages next
to the website, wiki content and press releases. Moreover, the hashtags that you add on social

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networks are equally important. The metadata tags make your content more searchable in search
engines.

Augments the Rankings:

Over a period of time, the more content you share across social networks, the higher the rankings
of your web page. The unique and fresh content that you share increases the authority of your
domain, driving more traffic that ensures long-term success. As we have discussed in our last
blog, search engines like Google like fresh content. So, when it sees unique and fresh content
being shared across social networks, it increases the page rank.

Dont Hold Yourself Back:

Whats holding you back from entering the domain of social media? If you have a brand then
you ought to be promoting it and what better way than on social media platforms! Start talking
about your brand and spread awareness of the products right now. Potential customers are always
looking for something innovative and new and publicizing your brand on social media would do
nothing but help your brand and benefit you. And if you are already into it, then is it really
impacting your website traffic?

DIFFERENCE BETWEEN SMO AND SEO

SMO SEO
Stands for Social Media Optimization Search Engine Optimization
Definition Social media optimization is Search engine optimization is a
the process of increasing the methodology of strategies,
awareness of a product, brand techniques and tactics used to
or event using a number of increase the amount of visitors
social media outlets and to a website by obtaining a high
communities to generate viral ranking placement in the search
publicity. results page of a search engine
(SERP).
Utilizes RSS feeds, social news and Google, Bing, Yahoo, Ask,
bookmarking sites, video and Baidu, DuckDuckGo etc.
blogging sites, as well as

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 social networking sites, such
as Facebook, Twitter,
Google+, Tumblr, Pinterest,
Instagram, Vine etc.
Purpose To generate traffic on a To generate traffic on a website
website or blog or blog.

3.4. STEPS TO IMPROVE YOUR SMO

Joshua Berg is one of the leading advocates of SMO. He has promoted a seven step model
REALSMO, which is:

Reputation - build your reputation as a reliable qualified source

Engagement - encourage more engagement, sharing & reciprocate

Authority - become a notable authority in your field of expertise

Leadership - harness originality & creativity, be a Thought Leader

Social - be social, find and engage sociable experts in your field

Media - know your social media platforms to maximize influence

Optimization - improve technical aspects to increase optimization

These seven steps provide a good benchmark against which you can assess and plan your current
SMO activity.

If I may be allowed to stand on the shoulders of a giant I would add my thoughts to each of these
seven steps as follows:

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1. Reputation:

Your reputation starts with ensuring you are either an expert or you act as an expert curator. This
means undertaking thorough research and producing original content or curating quality content.
This will make you a respected and qualified source.

Your reputation is also about how you engage and support people. Your reputation will be
enhanced if you openly share your content and expertise including content that is not your own,
engage with others through discussions and commenting, and if you are friendly and helpful to
people. Fundamentally your reputation is enhanced by simply being helpful to people.

2. Engagement:

You need to actively engage with your audience. This can include commenting, mentions, shares,
likes, and plus ones. No one is as smart as everyone so share other peoples' content and provide a
good user experience by providing feedback and comments.

You need to target the networks with which to interact and make it easy for people to interact. It
may be that people will interact with content on your site but you may find a far greater number
of people willing to interact in their existing communities such as Google+ communities and
LinkedIn groups. You can combine these by using say Google+ comments on your blog. Asking
users to create accounts on your site will discourage users from commenting so use existing
social logins such as LinkedIn or tools such as Disqus.

You can also encourage people to engage with a call to action, for example if you find this article
helpful please share it. If you think I have missed anything please add your comments below.

3. Authority:

There are many aspects to authority. Search engines are interested in ascertaining what
individuals and brands are seen as authoritative and trusted by real people on the Internet. The
most obvious example of a move in this direction is Google Authorship. Setting up Google
Authorship can help establish you as an expert and show your profile prominently in search
results.

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You can also enhance your authority and the value of content through social proof. In essence
the more your content is shared through plus ones, retweets, bookmarks or likes the more it
indicates the value and usefulness of your content. It may also encourage others to read your
content.

4. Leadership:

To me leadership is about high quality research, thinking and original content production.

A leader will research everything they can about their areas and share thoughtful insights which
will add value to your audience. Poor quality content will be perceived as such and as a
consequence will not be shared.

As a leader you can also create value for your audience through content curation. This means
adding value to content by providing a summary, adding context or a perspective to the content
you are sharing.

5. Social:

You also need to build high quality networks, quality potentially matters more than quantity.
Seek out the experts in your field, read what they say, engage them in debate and share your
ideas.

6. Media platforms:

It is important you focus on the right platforms and communities

Where does your audience hang out? Find and focus on the platforms, communities and groups
where your audience hangs out.

Some platforms are far more effective in improving the SEO benefits of SMO than others. In my
view the most effective platform is Google Plus for many reasons which are set out in the article
I mentioned on why Google Plus will improve your SEO.

7. Optimization:

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I have included below some of my thoughts on the practical and technical aspects of optimizing
your SMO below.

Share buttons - make it easy to share for users by adding share buttons to your content. You
should also show the numbers of shares to demonstrate social proof.

Social Icons - group and display your social icons in a prominent place on your site.

Subscription options - group together subscription options such as email, RSS, and newsletters.

Shareable content - some content is more readily shareable such as infographics or 5 top tips
articles. I think this is partly because it is short and scannable. However, I hope and believe
longer but well written content will also be shared.

Social login - use social login options to make it easy for users to comment.

Rich snippets - social networks pull in rich snippets, data designed to summarize the content of
a page. These are very useful for users. The different social networks pull in this data in different
ways. Facebook uses OpenGraph, Twitter uses Twitter Cards and Google Plus will take values
from OpenGraph, you just need to set up your authorship profile for your rel="author" tag to
work correctly. If you use WordPress you can use the Yoast plugin to manage and optimize these
rich snippets

Title tags - Optimize your title tags for sharing, especially on Twitter where there is a character
limit and include your name.

Images - they really do say more than a thousand words. Include images that add value and
include an image that can be used as a thumbnail for your content.

Thanks again to Joshua Berg for his Real SMO framework and for the work of Dustin Stout and
Mark Traphagen. I hope through my reflections and additions I have added some value to the
way you think about and approach the SMO of your SEO.

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3.5. HOW TO USE SOCIAL MEDIA FOR BRAND PROMOTION
The following are very logical and strategic approach to enhance your online business with
social media marketing campaigns.

1. Publishing:

Content publishing has been one of the earliest practices for social media marketing since its
inception. Over the years this technique has evolved into an efficient marketing strategy by
publishing news, articles, blogs, and RSS feeds you can spread your business links through the
cyber world while transferring your messages to the ever-growing internet community, hence
promoting your brand efficiently.

2. Sharing:

Social media is all about communicating and collaborating with each other on a similar platform
by spreading news, videos, images and advertisements on top ranking platforms such as Flickr
and YouTube, among others and with the right strategies in place to utilize these platforms as
advertisement tools for your business. It is also important for entrepreneurs to engage in
activities related to the products and services that your business offers, hence producing an
increased desire among customers to buy into your services.

3. Discussion:

Every day, millions of internet users communicate with each other using communication tools as
big as Skype, Yahoo! and MSN Messenger by tapping into every single platform where internet
users are present, so that your online business can reach the ever-expanding community of
internet users. With the help of social media optimization offerings, business are able to attract
the attention of internet users present on these communication platforms to discuss about the
services they offer, and when they are convinced over the benefits of their offerings, customers
are naturally, or organically, attracted towards their brand. As a result, your business achieves
high sales figures and revenues with minimal input of resources.

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4. Social Networking:

Arguably the most popular platform for interactions with fellow internet users, friends and
businesses, the social networking platform has grown at enormous rates in recent years. Many
successful online businesses have a strong presence on social networking channels today, and it
is expected to stay this way as long as high social media adoption rates among internet users
maintain. This is why companies should focus their social media marketing campaigns
particularly towards social networking channels.

5. Microblogging:

Microblogging is an efficient way of keeping up with real-time updates from groups, brands,
institutions and even businesses. It is understood that businesses work very hard to upgrade and
improve on their services every day. Therefore companies should ensure that willing customers
are regularly updated with all the information relevant to their business. In the long run, this will
result in customer growth as well as customer retention.

6. Live Streaming:

In recent years, integrating live streaming into the social media marketing campaigns has proven
to bring success for online and offline businesses. Live streaming your videos advertisements,
business events and promotional campaigns is a cost effective alternative to interact and engage
with customers who cannot join your campaigns in person. In fact, live streaming can also be
used within the company itself, allowing employees to collaborate with each other over everyday
business operations.

7. Live casting:

Live casting is similar to podcasting, except that businesses are able to broadcast their shows live
with this service. Using both audio and video content, embedded in your blogs and websites, you
can use this tool to interact with customers frequently, resulting in skyrocketing success for your
online business.

8. Virtual worlds:

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A relatively new dimension in social media marketing is using Virtual Worlds as a form of
online gaming to attract customers. Internet users think of it as a virtual version of the real-life
story going to office, meeting friends, socializing and shopping in short, a virtual
wonderland. In a virtual environment where internet users depict real-life behavior, exposing
your brand would give potential customers the experience about your services. And if they like it
in the virtual world, they would love it in the real-life environment. This innovative form of
social media marketing is used to reach your customers, give them a positive impression of your
brand and result in high sales and revenues.

9. Social Gaming:

The purpose of social gaming in social media optimization program is to engage a wider target
audience with your business, whether directly or indirectly. Although social networking channels
are primarily used for interaction with friends and groups, most of the internet users also enjoy
playing video games within their social circle. Incorporating your brand in a social network
game would help internet users to interact with you in a healthy, fun and a enjoyable manner.

10. MMO:

Massively Multiplayer Online (MMO) or Massively Multiplayer Online Gaming (MMOG) is

one of the hottest trends social media marketing has seen recently. As a gaming platform that
enables hundreds and thousands of players to play simultaneously, with each other, internet users
not only compete for victory but also interact and collaborate with each other. And when a
company uses social media marketing campaign to integrate their brand with MMO, they can
promote their business to millions of customers.

3.6. HOW SMO BENEFIT YOUR BUISNESS

Social Media Optimization is a very effective methodology that can help a website build organic
traffic using social networks. With the rise of Web2.0., hundreds, if not thousands of social media
channels surfaced and things like social bookmarking, collaborative web portals and content
sharing became popular.

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The way that social media is used can be considered a type of guerrilla marketing. Webmasters
have the option to invest either their money or their creative skills to generate organic traffic
from social networks. The bottomline is, the more efforts you put in, the better benefits you reap.

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LINK BUILDING WITH SMO

With social media optimization, comes a fantastic benefit it helps you develop a good link
profile so that your website gets quality traffic from search engines as well. But it takes time to
happen.

It is of extreme importance that your website become a part of the online community in order for
your social media optimization to be successful and in order for your site to get more links.

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3.7. BENEFIT OF SOCIAL MEDIA FOR SMALL BUSINESS
The social media revolution has changed the way that successful small businesses interact with
customers and reach out to new markets. These six benefits will show you how important it is for
your small business to start using social media.

Social Media Increases Website Traffic:

Whether you prefer to tweet or post messages on Facebook, your small business can use social
media platforms to increase traffic to its website.

In fact, 72 percent of small businesses find that going social boosts website traffic. Once
customers visit your site, they can learn more about your products and services. If youre really
tech-savvy, you can even have an online store that will seal the deal without even asking
customers to leave their homes.

Social Media Helps You Create a Personality for Your Business:

Advertisements dont give you much time or space. At best, you get to tell potential customers
about your products.

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With social media, you can create a likable personality for your small business. Big companies
spend thousands of dollars on branding. All you have to do is be yourself, post frequently and
respond to your customers online.

Social Media Can Reward Your Customers with Discounts:

Social media makes it easy for you to reach out to your customers. If youre having a slow day,
you can use your Twitter or Facebook account to get more people in your store.

Just send out a message announcing a special discount for that day only. Ask your Twitter and
Facebook followers to use a password to get the discount. That way, you know who pays
attention to your posts and you make them feel special.

Social Media makes it Easier to Generate Buzz:

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Small businesses usually cant afford to pay for big marketing campaigns. Social media gives
you the chance to generate buzz without spending much money. It becomes even more important
for small businesses who show off their products and services at trade shows to generate foot
traffic to their trade show display booth. Social media sites like Twitter have the ability to
amplify pre-show buzz with these 7 simple tips to build traffic to their space.

A lot of business owners find that it helps to use online videos. You could make tutorials and post
interviews or review products. Spread the video with your social network channels to get more
people interested in your business.

Social Media Brings in Customers With Geolocation:

Location-based social media apps can focus on followers in your area. Use these options to tempt
them into your store. If someone uses FourSquare to check into a cafe down the street, you might
send them a coupon for one of your services or products. Even if the person doesnt take
advantage of the offer, it still reminds her that your business is there and going strong.

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 Social Media Helps You Connect With Other Businesses:

Social media does more than just help you find customers. It can also help you connect with
other businesses and entrepreneurs. Make a profile for yourself on LinkedIn. This will permit
you to connect with businesses and professionals there. Making those connections now could
benefit you in unexpected ways, so accept requests from reputable professionals on social media.

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 CHAPTER FOUR

OPTIMIZATION OF SOCIAL MEDIA PLATFORMS

There are many platforms used in social media optimization such as YouTube, Instagram,
Facebook, Blogs, LinkedIn, Social games etc. but we will only discuss a few of them which have
been carefully selected due to the immerse result they tend to produce for companies.

4.1. STEPS TO OPTIMIZE YOUR FACEBOOK PAGE

In recent years, it has been witnessed that social business pages have been crucial for brands
marketing themselves, as they allow content to reach the masses of people globally and extend
brands awareness. Traditional advertising is dead, and the best way to connect with customers
today is by utilizing the most powerful networking platforms the world has ever known. Social
media marketing saves money, saves time, allows businesses to connect with consumers more
directly and intimately than ever before, and provides unprecedented opportunities for targeted
marketing.

Yet while everyone is telling us just how important it is to establish a social presence online, few
are able to give clear direction about how to turn that presence into profit. Without a doubt, every
business requires a form of social media marketing, and Facebook is at the top of the list of

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choices, even more so now since the recent revamp to the Facebook business page, which allows
you to spy on competitors.

The new Pages to Watch option on the Facebook page now allows you to compare your own
page with competitors pages through metrics. The useful data that is derived out of this could go
a long way toward improving marketing strategies and helping brands target advertising in more
productive ways. This new implementation by Facebook allows for better insights, which will
lead to better engagement and reach.

So once you have your new data on how competitive pages are performing, how will you make
the changes to your Facebook content and page for better engagement?

1. Optimize Those Tabs:

Some brands do not realize how important a solid structure can be for a Facebook page. Simply,
if a person cannot find the information they require, they will just move on, and that means a loss
of Web traffic and likes for you. So what you should be doing with your page is making sure
your tabs are in some kind of order that can help drive a reader to what they require. Help
yourself boost return traffic by being organized with your content.

Create that call to action with your content tabs. Facebook fan pages feature four or five little
boxes in the upper-right-hand corner, and this is the first thing most people see when they land
on your page. Many businesses fill this space with links to Pinterest, photos, or a count of how
many Likes theyve received. You could put a call to action button there (book here, buy now,
place order) and see your profits spike. Or you could create a resource area.

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2. Make Reviews Prominent:

Customize your page to ensure that links to TripAdvisor, Yelp, UrbanSpoon, and similar
review sites are prominent. Providing content on most recent positive reviews will be shareable,
and if you install a widget that lets fans post reviews to popular sites directly from your
Facebook wall, this will branch out your awareness.

3. Great Photography Makes For Great Visual Content:

As the Internet has grown, so has visual content, and as Instagram has shown, photos grab
attention and produce success. Feel inspired by Instagram and create your Facebook content in
such a way that it will convey information graphically. What you must do is not only entertain
your audience, but inspire them. So take the best images you can and never allow your page to
fill up with bland photography. You could use your own Facebook data to create an infographic
of data visualizations, or you could create interactive tools. Once you tap into fans passion, that
visual platform can go viral. Always think about what type of messaging or visual content they
will respond to.

4. Multilingual Posts:

Is your customer base international? If yes, then do you have your current content translated into
their languages, and does it span multiple language groups? Multilingual posts are crucial to
international reach combine your fan pages, post all of your content in two languages, and
bring your community together.

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5. Encourage Geotagging:

When looking to optimize your Facebook page for better outreach, develop geotagging. Find
creative ways to get fans to check in to your location, as the exposure builds traffic and
community. At the end of 2013, Pew Research Center reported that among check-in services,
Facebook was the most widely used, at 39 percent, followed by Foursquare at 18 percent.

6. Offer Exclusive Deals:

While searching for ideas for content for your page, think about how to offer incentives to your
readers. Rewarding your followers and keeping them engaged by periodically offering special
offers and discounts that customers will only know about if they follow your fan page is the top
thing you should be thinking about in a content strategy. Rewards are appealing and repeating.
Get your viewers to come back from incentives. Create competitions and use your Facebook
page to promote these. Take inspiration from Vouchercloud, which offers holidays and rewards
through its Facebook page that link directly back to its competition page, which contains great
prizes.

7. Be Meticulous:

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When optimizing your page, never make spelling errors, public-relations blunders, incorrect
assertions, or grammar mistakes. Everything you post through your Facebook content is a
reflection of the quality and professionalism of your company.

8. Connect Your Content:

You should be linking all of your content online. Link to blogs, websites, sales pages, Instagram,
Twitter, and every other piece of content you post online. Your Facebook page should be a portal
through which customers can connect with every aspect of your business. Linking in such a way
will provide a better social customer service for you, letting your customers know that they can
always reach out for support via Facebook. Many people today find it a more casual and
convenient way to ask questions and address their concerns.

Remember, effective social media marketing is a matter of establishing an identity that becomes
recognizable and highly visible to the communities most likely to help your business, so focus
your efforts on connecting with the targeted groups that will be attracted to your products, ethos,
and mission. Rather than selling to them, just introduce yourself and products. Provide them with
information or entertainment, make a good impression, and build the relationships that will buy
your business for years to come.

4.2. STEPS TO OPTMIZE YOUR INSTAGRAM PAGE

Would you like to get your products and brand seen by more people, grow a strong following of
customers who really relate to your brand, and get paid? If so, then Instagram is your magic
spell.

Now that Instagram has over 300 million monthly users (thats more than Twitter!), many brands
are finding ways to interact with the Instagram community and earn personally invested
customers who keep coming back for more.

But its not just the numbers you should care about. Its the people using Instagram.

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Instagrammers are shoppers. Iconosquares 2015 Instagram study shows that 70% of IG users
report having already looked up a brand on the platform. Plus, 62% of users follow a brand just
because they like it!

If you post the right Instagram images, consumers soak up your marketing message without any
hard sales pitches from you; hence, your magic spell for appealing to customers without selling
to them.

Shoppers turn to social media for references. So the moral of the story is this: Instagram helps
convert passive shoppers into confident customers.

1. Set Up Your Optimized Business Instagram Account:

If youre going to Instagram for your business, your account must be separate from your personal
one. Keep in mind that marketing is all about the audience and not about you, so selfies and
snapshots of your Costa Rica trip with the significant other should stay personal. Theyre not
relevant to your customers and wont get you sales!

In fact, you should rarely appear on your brands IG page, or even not at all. Well get to more
about what to post in the next section.

First, heres the rundown on how to optimize your professional Instagram presence for greater
customer appeal.

a. Include a Link to Boost Traffic to Your Site:

On Instagram, you have only one opportunity to directly lead a click over to your website.
Your bio is the one place where your link is clickable, right under your name and description at
the top of your Instagram page. Always include the link to your online shop or a targeted landing
page in this spot.

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b. Stay Recognizable with a Consistent Name and Photo:

All your Instagramming will be for nothing if the pieces dont easily fit together to show what
your brand actually is. The key is to stay recognizable! Choose an Instagram name thats the
same as, or related to, your businesss name across other social media channels. Keep your
profile image consistent as well. All your interactions and engagement on Instagram will be
accompanied by the little thumbnail of your profile pic. Make sure its something recognizable
and professional!

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c. Include an Informative and Interesting Bio That Hooks Followers:

Before people hit Follow on your Instagram, they have to click through to your profile. So make
sure the last thing people see before deciding to follow you is a catchy and informative bio.
Convince them of the value and content youll add to their feeds.

d. Include your business name and a concise description of what you actually do:

Keep it light and interesting, and avoid a salesy tone. Instagram is a unique culture different from
your online shop or even your other social media sites. Craft a bio that appeals to the IG
community you want to reach and reflects the tone of the images you plan to share.

When in doubt, follow this trusty bio-writing formula: who you are + what you do + a pop of
personality.

Keywords and hashtags wont really matter since they arent searchable when theyre on your
bio.

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Sometimes you might want to include a hashtag in the bio. For instance, if you run a hashtag
campaign (well get to that a little later), then including the #hashtag youre known for could be
useful.

You can always change your bio to promote your latest campaign, sale, or launch. And, again,
dont forget a link!

2. Create Popular Instagram Posts That Users Want to Follow:

Youve heard that a picture is worth a thousand words, so lets use this power to its full,
customer-hooking advantage.

Analysts credit the growing popularity of Instagram to its image-centric platform, especially
since other social media sites (for example, Facebook) get twice as many comments on posts that
contain an image versus just text or links.

Our preference for images is bio-engineered into our brains. In fact, 90% of information
transmitted to our brains is visual.

So lets harness the beloved and effective visual world of Instagram and post some product
photos that really make sales! But remember that while Instagram is full of shoppers, its not
necessarily a shopping destination. Heres a quick note on the Instagram culture and how not to
annoy your followers:

a. Avoid Hard Selling to Appeal to Instagrams Social Culture:

Buyers report strong influence from social media when considering a purchase. While the
number one influencer is their friends social media shares, a solid 38% say theyre influenced by
a brands social media, and 35% are influenced by retailers on social media. So your brand has a
lot of sway here!

That being said, lets bring attention to the universal mistrust of the used-car salesman.

Visuals show your products without you yelling about how great they are (Im picturing
OxiClean commercials). Images allow viewers to make their own decisions without feeling
pressure from your business, removing the dreaded used-car salesman from the scenario.

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So walk the line between wielding your influence and coming off too pushy, which means youll
need to get creative with your product photos.

b. Promote Your Products with Creative, Professional Photos:

The power of product photos has always been essential to online shopping, and Instagrams
visual platform takes that power to the next level! 67% of consumers consider detailed images to
be more valuable toward making their purchase than the product information or even ratings
from other customers.

Dont discount the damage a used-car salesman effect can have on your bottom line. Posting
product photo and description after product photo and description is just going to come off
salesy. And Instagrammers arent there for straight sales pitches.

Instagram is a social marketplace that directs traffic that turns into sales. How do you do that?
You share photos that are attention-grabbing, unique, and full of personality.

DSW spices up their product photo with some appealing color coordination.

Consider that your brand is on social media, like Instagram, to establish a relationship and
culture among your followers. Do this right, and your followers will come to you when theyre
ready to shop because theyre already connected with you.
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Show off your brands aesthetics while also flaunting your goods. It adds variety, and its less
used-car salesy.

c. Size Your Photos for Professional Quality:

Avoid an awkward crop or blurred image that loses you professionalism points.

Instagrams format automatically makes your images square, within a 612 x 612 pixels frame.
Consider the square shape when choosing a picture, or the whole appeal of the photo might be
lost (i.e., cropped out!).

Make sure your images reflect professionalism. That means theyll need to be high quality. A
safe estimate for preserving quality is to save your photos at double the resolution size.

In Photoshop, you can adjust the size of your image to 1024 x 1024 pixels, and the quality will
remain crisp when reduced to Instagrams parameters.

If you just cant work with the square, free apps like Squaready and InstaSize allow you to keep
photos in their rectangular dimensions and still post to Instagram, which is great for panoramas!

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d. Use Instagrams Editing Tools to Stand Out:
There are 70 million photos posted on Instagram every day. With so much visual competition,
youve really got to post look at me photos that dont get scrolled past.

Instagram offers a range of in-app filters to enhance the colors and moods of your photos. Just
stay consistent so your photos can instantly be recognized as fitting your brands style.

Use your own eyes and judgment to decide what looks best. But if cant make a decision, studies
show that the Mayfair filter attracts the most interactions per 1,000 followers, on average.

Play with colors and patterns to make a unique and artistic image. Lighter, brighter images
generate 24% more likes than dark images. Images with blue as the dominant color see 24%
more likes than images that are predominantly red, and images with a single dominant color see
a 17% boost in likes.

Urban Outfitters uses the blue and single dominant color tricks for visually appealing photos that
earn tons of likes.

e. Create Unique Lifestyle Photos That Capture Your Brand Culture:

Since your Instagram account isnt a direct sales market, youve got to focus on adding value and
appeal to your feed if you want followers to stick around. The ultimate party trick for injecting
your IG feed with appeal is lifestyle photos!

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Whats a lifestyle photo?

Use life-inspired backgrounds, scenes, and models to add a scenario to your product so users can
imagine how great those earrings would look wearing them out on a date, or visualize those
hiking boots powering through mud.

Research found that 60 percent of Nikes posts in 2014 contained lifestyle content (as opposed to
traditional product photos and calls-to-action), while Adidas shared only about 32 percent
lifestyle content. Nike saw 8 times more interaction on social media (993 shares per post versus
Adidass 122).

In marketing terms, by presenting not only your products, but also the culture and lifestyle that
surround them, youre strengthening your brand equity; that is, the feelings associated with the
brand.

f. Offer Promotions and Exclusive Announcements to Followers:

Pump up your followers feeds with bonuses, special offers, and insider announcements. Since
41% of Instagrammers state that they follow, or would follow, a brand to take advantage of perks
and giveaways, give followers that incentive.

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Text overlay lets you include your promotion right on the photo, which is a stylish and visual
way to announce sales and discounts.

Free apps like Phonto, PicLab, and Over let you choose the font, message, and positioning of text
right over your image, an eye-catching and informative promotion that fits perfectly within the
visual square of Instagram.

Starbucks uses cozy autumnal images and the hashtags #PumpkinSpiceLatte and #PSL to
announce that their popular seasonal drink is back on the menu. (Well get to more about
hashtags in a bit.)

Case Study: Buried Diamond

Martha Porters online shop, Buried Diamond, attributes much of its popularity to its Instagram
page. How does Porter pump value into her feed? She sends out exclusive announcements of
new products and sales so her followers can jump on the trend before anyone else!

By posting shop updates with item release times on Instagram, I allow my customers to plan
ahead and be ready to purchase right when new items go live, Porter says. My shop sells out
quickly when I list popular items.

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By including announcements and sales on her Instagram, Porter manages to sell out stock,
sometimes minutes after it is posted online, while also offering exclusive information to her IG
fans.

g. Promote Events on Instagram and Share Exclusive Insider Access:

A seldom-used but surprisingly effective Instagram tool is geo-tagging. Only 5 percent of
Instagram posts tag a location, but statistically, posts with a geotag get 79% percent more
engagement!

A geo-tag appears above your photo and adds a location (street, city, or country) to show
followers where youre physically located. Its a feature built right into Instagram. Geo-tags let
potential customers know where they can go to find your products and buy. Plus, you can tap
into local loyalty.

Many brands use Instagram to promote events, using geo-tags to share the location and invite
followers who are near the area.

Brands like Toms have been latching on to the Instameet strategy, rallying Instagrammers behind
a common cause, and setting up localized get-togethers to support their brand values.

Another value-adding event strategy involves backstage Instagramming at an industry event.

This offers exclusive content that only your Instagram followers get to see and makes a great
way to include your followers in your brands story. Heres an example:

Case Study: NY Fashion Week

Lucky Magazines editor-in-chief Eva Chen coordinated an Instameet for New York Fashion
Week, leading a group of 15 Instagrammers through the photogenic chaos of backstage at the
Lincoln Center.

Chens Instagram of behind-the-scenes macarons received over 3,000 likes and included the
hashtag #firstlook. No products were even present, but there was tons of brand engagement and
support from fans!

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MichaelKors posted some behind-the-scenes selfies and shots of models at New York Fashion
Week to capture the insiders look trend. This tactic is right on target, since statistics show that
Instagram images with a human face in them see 38% more likes on average and a 32% increase
in comments.

This snap of three models taking a backstage selfie got a community response of over 74,000
likes. Even if you dont have famous models to represent your brand, behind-the-scenes,
personal snaps like these are appealing because theyre intimate and relatable.

3. Reach a Larger Instagram Following:

Even if youre posting awesome images, you need a strategy to get people to even see them and
start following you. Here are some techniques to grow your followers list and show off your
brand to more potential fans:
a. Include Hashtags to Widen Your Discoverability:
Instagram feeds change fast, and your content can get buried quickly. Hashtags are the only way
to increase the shelf-life of your Instagram posts. They lump your posts together into
communities linked by a keyword, remaining discoverable forever.

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Most posts include at least one hashtag (88%), but dont go overboard on a single post.
Engagement has been shown to go down on posts with more than 5 hashtags. Plus, its a
cluttered look and risks coming off salesy.

So How Do you Hashtag?

(1) Brainstorm keywords and phrases relevant to your brand.

(2) Research popular and trending hashtags.

Use data analysis apps like Iconosquare to research popular, trending hashtags. For example, you
can look up whether #womensfashion or #womensstyle has more searches. Then scan through
people who use those tags to see if your image fits that community.

(3) Collect a mix of big-hit tags and more specific tags.

High popularity numbers arent necessarily the best. Tagging something generic like #fashion
(which has been used 146 million times) means your image is still going to be lost in a sea of
content. Getting more specific with something like #bohostyle or #vintagedresses will narrow
down your community and keep you on top longer.

(4) Create your own hashtag.

Creating a unique hashtag lumps all your content into an easily searchable collection. Plus, users
can then place your unique tag on their own photos.

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KitKat uses the tag #haveabreak to incorporate their fans photos under a tag that praises their
catch phrase. The nearly 12,000 posts are right on target!

(5) Select around five hashtags to complement your post.

A really clever way to include tags without the clutter is to post the tags in a comment after
youve published the photo. This way the tags dont overpower the message of your caption.
(Well get to the perfect Insta-caption soon!)

IterateSocial includes the #hashtags further down in the comments, so theyre less distracting.

Here are two innovative case studies where brands created their own hashtags to spread their
reach:

Case Study: MadeWells #flashtagram

Madewell coordinated a flash mob across fashion-forward Instagrammers feeds to get users
thinking about denim in their everyday lives.

The company teamed with their 500 employees, notable fashion bloggers, and influencers like
the editors of Marie Claire and Elle to launch the campaign.

The campaign invited everyone to post their favorite Madewell denim photos with the tags
#denimmadewell and #flashtagram.

The results?

Lasting the course of only one day, Madewells campaign created 1,600 posts, earned 160,000
likes, and made 8.5 million total impressions. Madewell has an Instagram following of 151,000.

b. Invite Instagram Ambassadors to Share Your Brand:

Create a team of ambassadors who spread the benefits of your brand to all their followers.
Encourage your Instagram followers to post photos and reviews, and youll reach many more
users.

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78% of consumers make purchases influenced by a brands social media, so the more people
sharing and praising your brand, the more opportunities you have to convince customers to buy.

Heres how you can create ambassadors and spread your reach:

1 Come up with a hashtag

2 Encourage customers to share their photos and reviews

3 Reward those ambassadors by re-sharing their pics and giving them a shout-out

Case Study: Birchbox

Birchbox delivers curated packages of beauty and health products right to customers doors. How
have they created a team of Instagram ambassadors?

They include a reminder to hashtag in their deliveries. As a result, Birchbox sees a spike in
shared content and posts each month around their delivery date!

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A search for the Birchbox hashtag brings up 288,893 posts on Instagram, while Birchbox has
posted only 4,231 images to their own Instagram. Thats a lot of reach they get from
ambassadors!

c. Share Your Followers Tagged Photos on Your Own Profile:

Including your users content on your own feed promotes good feelings, which are then
associated with your brand (65% of Instagrammers say they feel honored when a brand mentions
them).

Plus, followers will keep checking your feed to see themselves or their friends.

Try apps like Regram for a speedy way to re-share a post and credit the creator. (Always credit
the creator and even give a shout-out to their @IGname in the caption.)

As a marketing bonus for you, this tagged content saves you tons of time, since its basically
handing over awesome lifestyle photos with the tap of a screen!

4. Boost Engagement on Instagram to Strengthen Customer Relationships:

So youve shared the content and youre growing a following, but how do you solidify that
following into loyal, paying customers? By engaging!

If an Instagram photo is shared with 10,000 followers, it will get an average of 331 instances of
engagement. Thats a towering statistic compared to Twitter, which would receive only 7
interactions for every 10,000 followers who saw the tweet.

By closing the gap in communication between online buyer and seller, Instagram offers the
opportunity to enhance your customer service, receive direct feedback from consumers, and
create relationships that convert visitors into loyal customers.

Heres how to maximize your engagement:

a. Write Active, Inviting Captions:

Your image is the pice de rsistance of your Instagram posts, but without an effective caption,
you might not get the full potential of engagement and response from your followers.

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Many brands include a simple call-to-action or direct question to provide that extra invitation
that opens up conversations about your post.

Topman asks a question with the answers available in the photo, and receives loads of comments.

Practice the art of caption writing. Dont repeat whats in the image, but accentuate it.

Aim for The Loop: your follower sees the photo, reads your caption, and discovers a totally
different angle that makes them take a closer look at the photo again.

Dont make captions too long, or users will scroll on by. Be direct and interesting enough to hook
attention, make em think, and get them to participate.

b. Jumpstart Your Instagram Engagement with Contests:

What does your business get out of contests? Well, you earn more followers, increase
engagement, and reward your most loyal consumers. With 17 times the engagement of Facebook,
Instagram has become a unique and ideal place to run contests.

In fact, 70% of Instagram users have already taken part in a contest, or report that they would.

Heres your quick guide to running an IG contest:

Decide what you want to give away.

Give away one of your best-selling t-shirt designs, a bundle of popular gadgets from your
collection, or a significant gift card for your online store. Make sure its something
desirable and relevant to your brand.

Post an appealing and eye-catching photo of that prize. (Text overlay can also be
useful here, but dont hide the prize image too much.)

Include details of the contest in the caption.

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 Since 33% of users think that the easiest way to enter an IG contest is to post on an
official hashtag, try something like: Post your favorite snap wearing our shoes and tag it
#CoolSneaks our winner will be announced next Monday!

Post a second reminder post a few days later. Flaunt that prize.

Pick your winner. Post an announcement, and congratulate them!

Here is one additional note about contests:

Do not run a contest until you have a pretty solid level of engagement and a sufficient number of
followers. On average, for every 33 likes your content receives, youll get one comment. So
consider your followers engagement, because a contest with no response is more damaging than
helpful.

c. Respond to Notifications and Shout Out to Followers:

It may seem obvious, but dont leave the conversation one-sided. Responding to comments,
thanking followers for their tags, and proactively following and liking other users content is a
sure-fire way to get more engagement in return.

Whenever you want someone to see your message, make sure you include their @IGname so
they get that ping.

d. Use Tools for Instagram Shopping:

Remember that we said the only clickable link on Instagram is your bio? While Instagrams app
itself doesnt allow followers to click through to product pages, third-party apps like Like2Buy
are increasingly being used by brands. Target and Nordstrom use Like2Buy to bridge the gap
between Instagram content and online purchases.

Case Study: Target

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Target shares their Like2Buy link at the top of their profile, the only place to share a clickable
link in Instagram. Clicking the link takes visitors to the Like2Buy site, which shows all the
Target Instagram photos that contain products.

Followers can click on their favorite Instagram posts and be taken straight to the ecommerce
product page to make a purchase. The site even lets users view wish lists. All the IG photos
theyve liked are grouped into a single place.

5. Measure Your Instagram Success to Continue Growing:

Dont let your Instagram plateau! The point is to keep attracting new customers. The only way to
continue optimizing your Instagram and maintain growth is to take the time to analyze your
successes, research your audience, and repeat the content thats working.

Tools like Iconosquare help show you the crucial data to consider when measuring your
Instagram success.

The following is a discussion of the top metrics to pay attention to:

a. Track Your Reciprocity to Find Loyal Fans

This metric shows you which of your followers interact with your brand the most. See the
numbers on whos liking you the most, commenting, and tagging your brand.

Why? In order to continue appealing to your ambassadors and earning more shares from them,
you need to recognize them. Giving shout-outs improves your relationship with these valuable
consumers.

b. Track Density to Optimize Your Posting Schedule

This metric tells you the days and times your followers most commonly engage with your posts.

The best time to post to Instagram is Monday at 6:00 p.m. (according to SumAll). It breaks down
like this: 5:00 to 6:00 p.m. weekdays and 8:00 p.m. on Mondays with a sweet spot at 6:00 p.m.

Your specific followers may be different, however. If you appeal to many stay-at-home moms,
they might be busy helping with homework and cooking dinner at this time.

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So why should you track density? Knowing what times your followers are the most active helps
you plan an optimized posting schedule that maximizes your likes and comments.

c. Post on a Consistent Schedule

On average, brands post about 6 images per week. You want to remain present on your followers
feeds without overcrowding them.

Take a look at your density statistics to determine the ideal time to engage with your followers.
Schedule only one or two posts to fit within these time slots.

Also, think about traffic from other posts. The late-night infomercial effect suggests posting at
late-night hours when youre less likely to be lost in the influx of new information.

When theres nothing else on TV, people are more likely to watch infomercials. And when theres
not a lot of social media posting going on, people are more likely to take the time to consider
your Instagram post.

Consider frequency, too, because three posts during a busy time will appear more spread out than
three posts at 3:00 a.m. when they might just stack on top of each other.

d. Use Scheduling Apps to Cut Down Your Time on Instagram

Instagramming for results can take a lot of time, which is tricky when you have so many other
parts of your business to keep up with. Apps like Schedugram and Latergram let you queue up
posts when you have the time, and then send them out in accordance with your optimized posting
schedule.

Here is an example of how to schedule a post with Schedugram:

Upload the image you want to post.

Edit it to perfection and save.
Set the date and the time you want it to go out.
Receive an email notification once the post is published. Its as easy as that!

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e. Pay Attention to Your Most-Liked Media
Notice which of your posts receive the highest levels of engagement. These are your most
successful posts.

Why should you know this metric? Likes from your followers are direct feedback that you are
posting the right content. Find similarities in the pieces of content that receive the best feedback,
and youll know which posts to share with your followers.

f. Direct Your Instagram Strategy toward Realistic Goals

The most effective way to track your growth is to set goals for Instagram engagement.

TrackMaven posted a formula based on the ratio of followers to likes for Fortune 500 companies.
For every 1,000 followers, brands receive an average of 37 likes per photo.

Keep that statistic in mind, and use this 4-step checklist to set your own goals:

o Grab a pen and paper

o Write down your current number of followers

o Multiply that number of followers by 37, and then divide by 1,000

o Thats the number of likes you should aim to get on your posts

g. Start Using Instagram to Create an Engaging Community of Loyal Brand Consumers

Weve been through a lot of content, but you should have some great ideas and strategies for
getting your businesss Instagram up and soaring.

4.3. ADVANCED YOUTUBE SEO TATICS TO DRIVE MORE TRAFFIC TO

YOUR VIDEOS AND WEBSITE

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It's no secret that YouTube is a traffic source with almost limitless potential.

There's only one problem:

It's a very crowded place. In fact, according to YouTube, there are more than 100 hours of video
uploaded to the site every minute.

Considering the deluge of content you have to compete with on YouTube, the obvious question
is: "How do you get people to watch YOUR video instead of the millions of others?"

The answer? Video SEO.

I bet that most of your competition lazily uploads their videos and hopes that one of them "goes
viral." Needless to say, this rarely (if ever) works out.

But if you take the time to optimize your videos for SEO, you'll get significantly more traffic
than your competitors.

Before we dive into how you can use to optimize your videos for YouTube, let's go over some of
the most important ranking factors that YouTube uses.

It's not nearly as complex as Google's famous 200 ranking signals, but YouTube's algorithm is no
joke. It takes dozens of signals into account for ranking videos in YouTube search and for
suggested videos.

I know that's a lot of information to process, so let me give you the Cliff's Notes of the most
important signals that YouTube uses:

Title tag information

Audience retention

Keywords in description tag

Tags

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 Video length

Number of subscribers after watching

Comments

Likes and dislikes

With that, it's time to show you five ways that you can leverage these signals to get more traffic
to your videos...and ultimately to your site.

1. Write Super-Long Video Descriptions

Remember that YouTube and Google can't watch or listen to your video (yet).

That means that they heavily lean on the text surrounding the video to understand your video's
topic. Well, the more YouTube knows about your video, the more confidently it can rank it for
your target keyword. But more importantly, YouTube uses keywords in the description to rank
you for super-long tail keywords.

Bottom line: Make sure your video descriptions are at least 200 words.

2. Optimize Around "Video Keywords"

Ranking in YouTube is great, but ranking your video in YouTube and Google is even better.

Although Google gives YouTube videos an inherent edge in the SERPs, that's only true for
certain keywords. These keywords are called "Video Keywords" because they tend to have video
results on Google's first page.

For example, any keyword that includes "cute cats" will almost always have a few video results:

This makes total sense if you think about it.

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Someone searching for "cute cats" doesn't want to read an article like, "10 reasons cats are so
darn cute." They want to see cute cats playing, eating, and sleeping!

On the other hand, someone searching for "ankle sprain" wants to read about symptoms and
treatments. Google knows this and shows those searchers a block of 10 text articles:

Bottom line: Before deciding on a keyword for your video, check to see if there are video results
on the first page. If so, that's a keyword you should strongly consider because you can potentially
get your video ranked in Google and YouTube.

3. Get More Video Views From Online Communities

Online communities like Quora and LinkedIn groups are fantastic places to funnel traffic from.
The thing is, most communities don't take too kindly to someone dropping links to their content
all over the place. But they're usually open to people sharing helpful YouTube videos, like yours!
Because the number and quality of your video views is one of the most important YouTube
ranking factors, getting views from targeted communities works wonders. Just find a question in
the community that your video could help answer. Then provide some value and suggest that
people watch your video if they want more information:

Bottom line: Share your video liberally on online communities. This will hook your video up
with the type of quality, high-retention views that YouTube likes to see.

4. Encourage Subscribing and Liking

Because YouTube's algorithm doesn't use backlinks, it puts A LOT of weight on user experience
signals. If people enjoy watching your video, expect it to crush it in YouTube search. Subscribing
and liking are two of the most important user experience signals that YouTube uses. When
someone likes your video enough to subscribe after watching it, it sends a strong message to
YouTube that you have a killer video on your hands.

Likes are much less important, but they still count.

You can ramp up both of these user experience signals by asking.

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At the end of your video, give people a strong call to action that encourages them to subscribe.

Marie Forleo a master of YouTube marketing asks people to subscribe at the end of every
video. And I'm confident that her gentle push has contributed to her multiple first page YouTube
rankings and 93,000 subscribers.

Bottom line: Ask people to like, comment, and subscribe in every single video.

5. Create Keyword-Rich Playlists

Don't leave your YouTube channel an unorganized mess. One of the easiest ways to get more
YouTube search traffic to your videos is to organize your videos into playlists.

A keyword-rich playlist gives YouTube deeper information about your video's topic. And like we
saw with your description, more text-based content=more views.

For example, FitnessBlender, which gets more than 100,000 views on every video, has their
channel organized neatly into keyword-rich categories:

Bottom line: Once you have 10 videos in your YouTube channel, organize them into tightly
themed playlists.

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 CHAPTER FIVE

ANALYSIS OF STUDY

This Case Study is a part of few case studies showcasing the best ways to leverage Facebook
from business perspective.

CASE STUDY

Brand Name:

MYNTRA.COM

Introduction
Myntra.com is one of Indias largest online shopping destination for fashion and lifestyle
products for men, women and kids.

Overall Strategy
Being an online apparel shopping, Myntra Social Media Strategy is aimed towards fashion and
latest design trends. It has a sizable 5 major platforms: Facebook, Twitter, YouTube, Pinterest
and Google Plus.

But having a presence everywhere is not necessary. Your content marketing strategy should be
equally effective as well. So, while the brand is doing a good job at branding itself, there are
several facets where it can improve.

Lets have a deeper look at Myntras social media activities.

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Platform-wise Strategy
Facebook
The Myntra Facebook Page is one of the few eCommerce brand pages from India which have
more than a million members in their community. But even with a million people, I find the
engagement to be a downer.

Objectives:

Myntra uses Facebook as a marketing channel to:

Acquire new customers

Increase engagement with existing customers

Create strong brand credibility among target customers

Execution:

The companys strategy for its Facebook Page includes four parts:

Increase awareness of new products to drive sales on website

Build brand loyalty through response to customer service inquiries

Launch exclusive promotions and contests to fans

Install social plug-ins on website to increase traffic to Facebook Page

The company uses Facebook Ads to achieve several objectives:

Target the exact demographic of potential active buyers on Myntra

Increase the number of fans on its Facebook Page

Reach friends of fans (using sponsored stories) to become fans of its Facebook Page

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Results:

o 25% of revenue is directly attributable to Facebook

o 120% increase in transactions originating from Facebook in last 6 months

o 75% increase in total website traffic from Facebook in last 6 months

o 300% increase in reach among Facebook fans in last 3 months

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And the blame goes to the content strategy. There are daily 3-4 updates (mostly 3) and theres
only one generic/engaging update while the rest are self-promotional. While I cant say if the
self-promotional updates are generating sales or not, but they are definitely affecting the
engagement rate of the page.

And the lower the engagement, the lower the reach. So, in effect, they will be lowering the reach
of their self-promotional updates as well.

There has to be a fine balance between engaging and sales content but right now, the scale is
leaning on the wrong side.

Twitter

Myntras Twitter content strategy is similar to Facebook except that the handle is too busy with
customer queries. The team handling the account is doing a stellar job at handling the complaints
and they share a link (every time!) to a separate forum for complaint redressal where the
customer can keep a track of his/her complaint.
And what more? They even buzz up the customer if there is an activity in the forum regarding
the complaint.

The communication is warm and friendly and is lot better than most eCommerce brands out
there.

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 Pinterest
A regularly updated Pinterest account shares all the latest trends from fashion and style. From
celebs to fashion bloggers and latest trends, everything is shared here.

They are building a fairly good community here and it will hugely popular as Pinterest keeps on
gaining ground.

Google Plus
Myntra adopted Google Plus as soon as Google opened the platform for brands and business
early last year. Studying their updates, they were fairly active for the following 6-7 months and
since then, the brand has stopped updating on Google Plus.

While they do have more than 1500 people in their Circle, engagement is lacking. While part
blame goes to Myntras self-promotional content strategy, we all know the Google Plus is yet to
prove itself as effective as Facebook & Twitter for brands.

YouTube
The YouTube channel was created a year ago but there is not enough content to be found here.
There are some TVCs and some other self-promotional (again!) videos.

For a brand that deals with fashion, they could have added so much fashion based video content.
Not only their target audience would have loved that, it would have helped Myntra in
establishing its authority in a far more effective way.

Blog
To complement their ecommerce store, Myntra also has a blog: StyleMynt. Talking about
fashions trends, style tips and various other topics on fashion and style, it is regularly updated as
well.

The content is really impressive but surprisingly, there is very low engagement on the blog posts.
There is hardly any social sharing and it was difficult to find any reader comments too. Beats me
how it can be like this when the content is good and the blog posts are being promoted to
Myntras huge social media community as well.

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 COMPARISON WITH COMPETITORS
Though Jabong started off 4 years later than Myntra in the eCommerce race, it has raced ahead
of it on social media. I cant compare their respective sales figure but one look at their
engagement rates and you can see which one is on the top.

So what if Jabong doesnt even have half of Myntras fans? Its effective content strategy has
ensured a highly engaging community.

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Also to be mentioned here is Jabongs twitter handle. Yes Myntras twitter communication is
warm and friendly, but Jabongs is, for the lack of a better word, cooler!

Comments on Strategy
Myntra is doing a decent job at establishing itself as a fashion destination but a lot needs to be
done to achieve that goal. Yes, I know sales is necessary, but social media was never about
generating sales. Was it?

Social media is about building a community and keeping them hooked to you. Too much of self-
promotional content will kill your brand.

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As you can see, the community is filled with youngsters and they can be your biggest market if
you keep them engaged to yourself.

Feedback on Strategy
Myntras customer service team is doing a commendable job at handling the issues and deserves
kudos! They have ensured that there is less negativity floating around. Great job!

Analytics support courtesy: Simplify360

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 CHAPTER SIX

SUGGESTION

Social media is impacting how we do business online in new and exciting ways. Customers are
sharing more and more data about what theyre doing online and the things they like. Getting
people to share your products on social networks is a great way to bring in traffic and find new
customers.

But ecommerce sites are stuck in a hard place because the number one goal of an ecommerce site
isnt sharing, its selling.

Social media changes constantly. Accordingly, social media marketing strategies shift incessantly
to keep up with the fast-paced virtual world. Also, weve found that its difficult, if not futile, to
try to adapt to every change rolled out by every social site. Instead, it pays to follow a few best
practices and keep your finger on the pulse of the field as a whole. With that in mind, here are
three key lessons on social media marketing strategy:

1. Social media is personal

Social media may be run by robots and algorithms, but social media users are real people. It is
social media, after all, meaning its personal, its interactive, it needs to connect on an individual
level. Companies that invest in connecting with their customers on a personal level will be more
successful in their social media marketing efforts. You cant just shout promotional messages at
people all the time. People want to be treated like people, especially in a forum where they go to
connect with friends and family. So interact like a human. Connect like an interested friend.
Communicate like someone who cares. Inform like someone who has something to share.

According to TechRepublic, Advertisers are increasingly moving towards an approach of

targeting, messaging and measuring people. This applies to things like targeted advertising,
retargeting ads and personalized content. Advertisers and marketers are constantly looking for
new ways to cut through the clutter and reach their audiences with information created
specifically for them.

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Bottom line: Your content must be targeted to the people you serve otherwise its just noise.
Know your audience. Understand their interests and needs. Then you can create content and
special offers to draw them in as customers.

2. Social media a visual media.

Pictures and videos rule social media. According to data analyzed by Forrestor, Instagram has 58
times more engagement per follower than Facebook and 120 times more engagement per
follower than Twitter. What does that tell us? It tells us that people love pictures. They interact
with images, like them, share them. Plain text posts are fine for communicating a simple
message, but if you want to get peoples attention, get visual. In fact, it would behoove you
to create a clear visual marketing strategy that integrates visuals with your marketing messages
to portray a strong, visually appealing brand. This means more than just opening an Instagram
account and snapping a few iPhone photos. Talk with a graphic designer or branding company to
establish the look and feel of your business, and then carry that out across all of your social
media properties for a consistent image.

3. Social media is data driven.

Its not just about how many likes your Facebook page has, or how many people follow your
company on Twitter. Effective social media marketing means tracking and analyzing your
engagement with fans and followers to determine how your connections affect your companys
conversation rates, email acquisitions and customer retention. How many people who liked
your Facebook page signed up for your email list? What percentage of those who are following
you on Twitter are actually buying your services? When you post something on LinkedIn, how
many of your connections are referring you to their network? These metrics help you determine
the effectiveness of your social media marketing and guide the types of adaptations you need to
make in your overall marketing strategy.

CONCLUSION

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In conclusion, todays business is being transformed from a transactional relationship to a social
relationship. Social media channels have a remarkable ability to attract customers with very brief
statements, and they can lead your prospects and customers to valuable content located on your
website. On the other hand, your website can encourage visitors to engage with your company by
prominently linking to your social media channels. To remain lucrative in the todays highly
competitive marketplace, branding and relevant traffic that can be achieved from doing social
media optimization which is very important.

BIBLIOGRAPHY

www.wikipedia.com

www.vidget.com

www.rohitbhargava.com

Moz.com

Blog.halfabubbleout.com

www.seosolutionsmedia.com/bog/2014/12

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