Member Avatar for MktgRob

There is a company called Social Creeper that is promoting a service called Social Media Optimization. Has anyone heard of this before or know anything about it that they would be able to give a brief synopsis.

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Quick primer and practical steps for this thread.

Social Media Optimization (SMO) originally surfaced as a concept in 2006 and is about making pages and content easy to share so social networks and users can amplify them. It’s not a replacement for SEO — it’s the “shareability and engagement” side of discovery: better metadata, easy bookmarking/sharing, and content that travels. (rohitbhargava.com)

Context for the conversation: is correct that SMO is a real discipline, and ’s pointer to resources is useful. But ’s client expectation (3–5 closable enterprise deals per week from organic search or a single social post) is a mismatch with how high‑ticket B2B buying works. Enterprise purchases are multi‑touch and long‑horizon; social usually assists discovery and nurture rather than closing on first contact. Use assisted/conversion-path reports to show influence instead of relying only on last‑click attribution. ()

A short, repeatable plan to move a skeptic:

  1. Align on outcomes (awareness, MQLs, influenced pipeline, revenue) and a pilot window (90 days+).
  2. Instrument everything: UTMs, one campaign = one landing page, CRM lead-source fields and lead scoring. Example UTM: ?utm_source=linkedin&utm_medium=social&utm_campaign=webinar_sep2025.
  3. Run a focused asset (webinar, gated whitepaper) promoted to a tightly targeted audience (LinkedIn for enterprise).
  4. Report both ROE (engagement, shares, attention) and revenue influence (MQL→SQL→opportunity) using multi‑touch attribution so social gets proper credit. (academy.hubspot.com)

Reporting that wins: weekly engagement trends + monthly pipeline influence (number of influenced opportunities and $ value). Start small, show a measurable lift in lead quality or pipeline influence, then scale. That turns “voodoo” into a demonstrable channel.

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Member Avatar for MktgRob

I have heard of Social Media Optimization and I actually provide such type of consulting. Here is an interesting blog relating to SMO - http://social-media-optimization.com/2008/03/top-10-social-bookmarking-sites/

Thanks for the added info. I will check it out. Who knows, maybe it will get one of my more stubborn clients to start accepting social media as a valid resource/channel rather than something that is based in voodoo and witchcraft. ; }

Member Avatar for InsightsDigital

Yes, many clients do have hesitation towards social media but clients have to understand that somehow in the social media mix, there are opportunities to increase revenue. This way, attaching anything with revenue will increase its lure.

Member Avatar for MktgRob

Yes, many clients do have hesitation towards social media but clients have to understand that somehow in the social media mix, there are opportunities to increase revenue. This way, attaching anything with revenue will increase its lure.

With my one client the main problem is he has no clue about event horizons. He thinks that a website should generate 3 to 5 closable leads a week (for a product that touches all areas of the enterprise, focuses mainly on financial reporting, and costs upwards of $90k per solution) and that all that is required to get traffic to the website to generate those leads is organic search optimization. Not a forward thinking individual with realistic expectations!

Member Avatar for vincent2085

yeah acturally i came across social media optimisation
for further detail u can go through this web site : which gives u sufficient details..
hope u can use that for ur purpose

Member Avatar for MktgRob

yeah acturally i came across social media optimisation
for further detail u can go through this web site : which gives u sufficient details..
hope u can use that for ur purpose

Thanks for the info. I will check it out. Unfortunately, for the problem I have with my one client is more of his being pig-headed than anything else.

Member Avatar for InsightsDigital

A reasonable and understandable concern for employers have been that they dont see the ROI on social media optimization.

Member Avatar for MktgRob

A reasonable and understandable concern for employers have been that they dont see the ROI on social media optimization.

The hurdle is to get them to understand ROE (return on engagement) is not an easy measurement to take while also keeping in mind that the event horizons for social network engagements are never the same.

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