Social Media Optimization (SMO, or Social SEO) leverages the content you create in your business and on your website to be accessible to your customers in the Social Media world. If your content has value, the more places that you make your message available to customers, the better the chance that you are growing your fan base. In addition, the possibility that your fans and friends will “share” your message with their friends can amplify it exponentially.
That is not to say that you don’t want your customers on your website; quite the opposite. The idea is that in addition to creating great content, you need to make it as easy as possible to share that content across Social Media, blogs, feeds, email and apps. If when creating content, you have in mind that it will be used more than once, and in more than one form, you can quickly realize the benefits.
Regarding the traditional SEO aspect of Social SEO, when writing content and subsequently deploying it into your Social Media universe, keep in mind SEO best practices, including a relevant title and making sure the key words appear at least once in the body of the text.
One last thing. Don’t forget that any piece of content you create should make it as easy as possible for the reader to get back to your website. Make sure that it links back to your site, and prominently state that your company created the content, in the event that it is quoted by someone else.