SMO: Going for Quality Over Quantity of Subscribers

SMO: Going for Quality over Quantity of Subscribers In today’s age of marketing, virality has become the ultimate goal of business organizations. In social media optimization or SMO, we aim for our posts on social media to be shared, retweeted, or reposted over and over, for them to trend, and with them, the exposure of your brand.

But this strategy can backfire, too. The brand ends up getting low-quality subscribers, subscribers whose kind of engagement simply takes away from the brand’s prestige, and turns off other potential subscribers.

There are ways by which an organization unwittingly promotes quantity over quality.

Focusing too much on freebies. Everybody likes freebies. But a smart organization does not want everybody on its page. Instead, they look for subscribers who are, in fact, genuinely interested in their business. If there’s nothing on their accounts except posts on giveaways, they will attract no more than people who are only keen on getting free products, not those

who are seeking information on new products, or information about the industry.

Not monitoring or screening the comments. We all see this: on a Facebook or Instagram post, there would be a comment asking the other subscribers if they would like a job opportunity (earn x amount of dollars while working from home!), or worse, if they would like to receive videos or images with graphic or sexual content. It is important for social media managers to screen their subscription list and block commenter’s who post these invitations, so as not to turn off other visitors, and compromise the page’s security. Everyone wants a good number of post impressions, but it is perfectly alright to lose those coming from these questionable users.

Using click bait headlines or captions. These days, it has become common to post lenticels or articles made of lists. In a way, this is adjusting to the internet browsing habits of many people, who are not keen on long-form write-ups. Headlines will sound controversial, to generate more clicks. But the good kind of users, when they consume the article and feel that the headline is unwarranted, will only feel betrayed, and may even unfollows.

Not targeting properly. Paid advertisements on social media can and must be targeted properly, to gain not necessarily the most engagement, but the most fruitful ones. Managers can target based on location, age, gender, and interests, among other variables.

Learn more about the tricks of the SMO trade by partnering with SEO Marketing Hamburg experts today.