With the evolution of the search engine and the incorporation of social media, the scope of visibility has gone beyond the arena afforded through traditional marketing techniques. Social media provides a forum through which consumers may communicate not only directly to the company but also to other existing and potential consumers. The power of the network to work for the company is just as efficient as the network working against the company through negative comments and feedback.
Harnessing the power of social media through SMO (Social Media Optimization) is the first step toward creating an effective publicity campaign. The SMO integration can work for or against the company. Word-of-mouth publicity is said to be the best, most effective form of publicity as there are consumers vouching for the business.
The one serious flaw of word-of-mouth publicity or SMO optimization is that the volume and expanse of social networks cannot be controlled through the filters used for traditional marketing techniques. While positive consumer reviews can breathe new life into a dying business, negative reviews can cripple a flourishing business in no time.