Social Media Optimisation (SMO for short) is the method by which businesses attract visitors to their websites using social websites. Similar to Search Engine Optimisation in its aim to drive targeted visitors to your website, it differs in attracting visitors primarily from community websites rather than search engines. Social websites have become increasingly popular, from general social networks such as Facebook together with more specific applications such as news sharing sites. Businesses can benefit from social media by both attracting large numbers of visitors through the viral effect, as well as from targeting potential customers based on the information they provide in their communications in social media.

Most websites now have added basic functionality to interact with social media – many offer RSS feeds, quick links to share content on social networks and social news websites, blogging and tweeting, as well as uploading content to YouTube and other social video websites. If your business is not already doing these then you should make catching up with your competitors here a priority as they will be getting traffic and loyalty from these sources whilst you are missing out.

As social media user habits develop, what is needed to make your site attractive for users to share? The rise of twitter in 2009 is one major development that can not be ignored in 2010 as its traffic and influence continues to rise. As well as the traffic directly gained from twitter, it is followed closely by traditional media outlets, allowing you to reach less technically literate audiences too. If you haven`t already done so, it is recommended to add a `Tweet This` button onto your content pages. Twitter also has strict limits as to how many characters can be in each tweet, meaning long URLs will not fit. Most URLs are shortened using a URL shortening service such as bit.ly, but it is better for tracking and appearance if you offer your own. These are very easy to set up, even on a low budget and offer great brand reinforcement.

Blogs have been around in one form or another for around a decade now, however more and more `average Joe` internet users are setting these up and blogging regularly. These blogs often feature products the blogger has recently bought or has on their wish list, providing quick content for them to put on their blog of your products is a great way of increasing your traffic. Produce videos of your products, upload to YouTube and make a easy to copy-and-paste link to these on your pages. This applies equally with photos which you can turn into Flash slideshows with links to your website. Even PDFs can now be embedded inside flash and links given for users to embed on their blogs.

A innovative strategy is to offer an incentive for users to share your website on social media. Some sites now offer incentives such as free cash to encourage links, although this remains controversial.

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