In short, everything. Social-media optimization is not at all like web-site optimization, though it should be part of your overall optimization strategy. Instead of adding keywords in the right places, tweaking your meta tags, and digging up the right balance of links, you’re doing something different — creating relationships, generating content, and tagging the Web. Don’t sell it short. The value of social media has already been proven by many organizations on the Web.
One thing to keep in mind as you’re considering social-media optimization is that it’s not as simple as throwing a few crumbs at a social network and waiting for people to come along and share those crumbs with their friends. They won’t.
If you approach social media in that manner, you’ll end up wasting your time, and then when you do get smart, the people who populate the social networking communities you tried it on won’t be as easy to win over to your side. People don’t forget when a faker tries to jump in their midst for purely marketing purposes. It’s the fastest way to send you right to the bottom of the socialmedia pond.
Social-media optimization is first about joining communities and creating relationships. And it’s only by going through the process of becoming part of the community that your brand will begin to be recognized by other community members. And that’s when your efforts will begin to pay off. When you’re optimizing for social media, you won’t be focused on adding keywords to your content or tweaking your meta tags. Instead, you’ll be focused on providing something that the members of your chosen social network need. It may be an article, it may be tagging news stories that are especially relevant to your industry, it may even be adding your expertise to a forum related to your expertise. However you participate in the community, participating will be your best optimization tool.