How do you adjust your SMO tools to meet your audience's needs?

1 Know your audience

Before you choose or use any SMO tool, you need to know who your target audience is, what they want, and how they behave on social media. You can use tools like Google Analytics, Facebook Insights, or Twitter Analytics to get data on your audience's demographics, interests, behaviors, and preferences. You can also use tools like BuzzSumo, Mention, or Socialbakers to monitor your audience's conversations, sentiments, and influencers. These tools can help you understand your audience's pain points, needs, and expectations, and tailor your content and strategy accordingly.

2 Choose the right platforms

Not all social media platforms are equal. Each platform has its own features, algorithms, formats, and best practices. You need to choose the platforms that match your audience's preferences, habits, and goals. For example, if your audience is young, creative, and visual, you might want to focus on Instagram, TikTok, or Pinterest. If your audience is professional, informative, and network-oriented, you might want to focus on LinkedIn, Twitter, or Medium. You can use tools like Sprout Social, Hootsuite, or Buffer to manage multiple platforms from one dashboard, and schedule, publish, and track your posts.

3 Optimize your content

Your content is the core of your SMO strategy. You need to optimize your content for each platform and audience. You can use tools like Canva, Adobe Spark, or Lumen5 to create eye-catching graphics, videos, or animations. You can use tools like CoSchedule Headline Analyzer, Hemingway Editor, or Grammarly to write catchy headlines, clear copy, and error-free text. You can use tools like Hashtagify, RiteTag, or Keyword Tool to find relevant keywords, hashtags, and trends. You can also use tools like A/B Tasty, Optimizely, or Unbounce to test different versions of your content and see what works best.

4 Engage with your audience

SMO is not only about creating and publishing content. It is also about interacting and building relationships with your audience. You need to engage with your audience by responding to their comments, questions, and feedback, as well as liking, sharing, and mentioning their posts. You can use tools like Agorapulse, SocialPilot, or Sendible to monitor and manage your social media interactions, and automate some tasks like replying, following, or thanking. You can also use tools like Quora, Reddit, or Medium to join relevant communities and discussions, and provide value and authority.

5 Analyze your results

The last step of adjusting your SMO tools is to analyze your results and measure your performance. You need to track and evaluate your SMO metrics, such as reach, impressions, clicks, shares, likes, comments, conversions, and ROI. You can use tools like Google Analytics, Facebook Insights, or Twitter Analytics to get data on your website and social media traffic, sources, and conversions. You can also use tools like Sprout Social, Hootsuite, or Buffer to get data on your social media engagement, reach, and growth. These tools can help you identify what works and what doesn't, and optimize your SMO strategy accordingly.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?