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Social media optimization (SMO) was originally designed to drive traffic from social media sites such as bookmarking sites and social networks. However, SMO is now significantly more important and not simply because social networking has grown but because SMO also improves SEO performance. Good SMO will drive traffic from both direct social site referrals and from search engines. 
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The strategy of a Social Media campaign is different for a company with several thousand employees and a national audience than it is for a small local business. While the local business works to attract people from a limited area, large companies must think on a more global scale. The local business may rely on personal networking via referral groups, Chambers of Commerce and community organizations. Participation in social sites is often confined to a smaller audience of followers, who tend to live and work in the same geographic area. (However, as businesses grow, they may consider expanding their service area or even looking for online sales opportunities. Their participation in online social sites can act as a springboard to find a larger customer pool.) While national and international companies may use Social Media Marketing for the same purpose as smaller companies – to build relationships and obtain referrals – their overall strategy will not be the same. The business owner or operating officers may have no personal involvement in the Social Media Campaign or be involved in local face-to-face referral networks.
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Social Media marketing is a delicate balance of well-conceived content, interaction with your intended audience, clear objectives and careful measurement, all of which ultimately produce leads and sales. Yin-Yang is a fundamental concept in Chinese philosophy where seemingly opposite or contrary forces are interconnected and interdependent on each other. These forces give rise to each other as they interrelate to one another. The interaction between Yin and Yang establishes harmony and gives birth to things. Mastering Social Media marketing depends very greatly on your ability to understand and capitalize on the power of these two forces in all that you do. Certain components lend themselves to one or the other but without each one working in tandem, your Social marketing will fail, one way or the other.
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With 3 million company pages and 225 million members, LinkedIn has grown over the last 10 years to become the place where professionals network and do business online. LinkedIn is truly growing beyond just a search and social media platform. The content marketing explosion has meant that influencers are sharing and engaging via content and not just looking for jobs.
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You should spend about 20% of your time creating blog content and 80% of your time promoting it, according to social media experts Jay Baer and Chris Brogan.
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