Social media optimization (SMO) is the use of social media networks to manage and grow an organization’s message and online presence. As a digital marketing strategy, social media optimization can be used to increase awareness of new products and services, connect with customers, and ameliorate potential damaging news. More recently, social media marketing has come to the fore, at times converging with SEO and in some instances replacing it as the most effective way to strengthen a brand, conduct lead generation, increase a company's visibility in the online space, and connect to an audience. Various social media platforms can be used for digital marketing, including Facebook, Twitter, Instagram, Snapchat, YouTube, and Pinterest. The goal of SMO is to strategically create interesting online content, ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website