Social Media optimization refers to the steps undertaken by an organisation or a business to strengthen its Social Media presence, awareness, and expand its digital horizon. It is a digital marketing strategy used to increase awareness about the products and services a brand or a company has to offer, develop a robust communication system with the customers, increase reliability and gain command over its image in the market. As the name suggests, it is the optimal usage of social media to get effective results. It is very similar to Search Engine Optimization (SEO) that increases the web traffic for a particular website by modifying its visibility in the search engine. Social media optimization directs this crowd from various social media platforms to the company’s website, where more information is provided and the customer can browse through various options and decide for himself.

There are various tips and techniques that should be kept in mind while building a social media profile and utilising it to increase the digital presence. Some of these steps are as follows:

1. Set a Goal

When you set a goal, your brain automatically opens a task list. Therefore the first step needed for the fulfilment of any idea is to set a realistic goal. For example, if your goal is to increase sales using social media, you need to take the following steps in order to achieve it.

• Find the target audience.
• Increase engagement and gain prospects.
• Generate leads 
• Build customer relationships and convert these leads into paying customers.

Setting a goal helps us take unidimensional actions and increases the chance of success.

2. Market Research

After you have set the goal, you need to conduct an in-depth market research to understand the trend and nature of the market. It is very important to be aware of what the consumer demands because the businesses and the entire environment they operate in keep changing over time. It is an ever-evolving dynamic and one has to keep up with it in order to have productive results.

3. Well – Defined Content

The content should be designed specifically for the individual target audiences. The taste and preferences of people vary and therefore the approach towards gaining their attention must also be different. Develop content that connects with the audience on a deeper level. A feeling of resemblance and similarity is often helpful towards gaining consumers’ trust. Emotions are an effective way to influence and take action in a particular direction. This is the reason why posts that stimulate one’s emotions get a lot of shares, comments, and likes.

4. Be Selective

There are a number of social media platforms and each one of them is unique in its own way. Putting up the same posts on every social media site might not be the best idea. It is monotonous and shows lack of creativity. Select the social media platforms according to your product and design different posts for each one of them. You need a strategy based on the people you want to reach and the kind of industry you want to promote. When you evaluate and organise your social media content in a specific manner, you’re more likely to get effective responses.

5. Stay on Schedule

Time is money. People in general have an inclination towards discipline and punctuality. One who is punctual is often considered to be a person of morals and ethics. Therefore, it is very important to follow a schedule when it comes to posting content. Also, you need to post it at  a particular time when your target audience is more likely to come across it or pay attention to what you have to offer. Figuring out those specific times to post on social media needs a lot of research and analysis, especially when audience habits vary from industry to industry.

6. Well-Designed Post 

The look and presentation of any post is as important as its content. Carousel posts are one of the most engaging formats you can use to make your posts look appealing and persuasive. The temptation to swipe left is hard to resist — especially when there’s a catchy outer cover . Posts that contain unique themes and soothing aesthetics are a rage right now. They have a very far reach and are considered to be greatly influential.

7. Increase the Influence

Make touch with influential people in the business. Include people who have a good market and brand value. Social media influencers are gaining a lot of popularity right now and people trust their experiences and what they have to share. Their reviews are trusted and therefore it is important to collaborate with them in order to increase the visibility and brand name. 

8. Follow the Trend

It is crucial to follow the trends in order to optimise the social media presence. People always wish to see more of what they like or love. Understanding trends is vital for a brand to stay new and competitive.