Unlike traditional media, most of the social media is aimed at interaction between people to share their views or comments using technology, a two-way communication process and is user driven. Result, SMO becoming a pertinent to the SEO process encompassing the On-Page optimization and the Off-Page optimization exercise. On-Page optimization would include adding links to the book-marking sites and the Off-Page optimization would get article submissions into blogs, forums or niche communities (quality content is must).

It also involves the utilization of the social networking sites as a communication medium, which is an ideal way to initiate a social relation with audience or community of relevance. Communication in social networking platforms being two-way enabled process, acts as an excellent PR feedback tool for corporate, thus enhancing the social media relations (SMR) & the word of mouth (WMO) publicity. A ideal way of propagating Viral Marketing or initiating Viral Seeding.

Initially there was ambiguity over the tangible or measurable returns with SMO activity. But now, with burgeoning activities in and around SMO and with constant modifications in this sphere it is possible to have the numbers in place. Again just as in SEO, SMO is result oriented but its just a matter of hanging on there with patience and wait for it to work for you.

SMO definitely has gained a place of importance in Search Engine Marketing. Also, to an extent that it would be perhaps difficult to say whether it is a Marketing or Public Relation Tool. Well, with multi-purpose utility I would say is SMO is just like having an all-rounder in cricket.