When did social media turn out to be just Twitter and Facebook?

The idea behind SMO – Social media Optimization is straightforward: put into practice changes to optimize a site so that it is more effortlessly linked to, more favorably visible in social media searches on custom search engines (such as Technorati), and more often integrated in related posts on blogs, podcasts and vlogs.

16 rules/guidelines for SMO

1. Increase your linkability

2. Make tagging and bookmarking trouble-free

3. Reward inbound links

4. Assist your content travel

5. Give confidence the mashup

6. Be a User Resource, even if it doesn’t facilitate you

7. Reward helpful and precious users

8. Participate

9. Be familiar with how to target your audience

10. Produce content

11. Be genuine

12. Don’t forget your roots, be modest

13. Don’t be scared to try new things, remain fresh

14. Build up a SMO strategy

15. Select your SMO tactics cleverly

16. Make SMO element of your process and best practices

The point that struck was how Facebook and Twitter have co-opted social media marketing. When was the last time you read about someone talking about Del.icio.us, Digg, StumbleUpon, or MySpace? Even blogging and YouTube has taken a back seat to the dynamic dual of Twitter and Facebook.

Has social media marketing “evolved” to the point where all that matters is Twitter and Facebook? Or is it a outcome of all the mainstream concentration on these two sites that everything else gets drowned out in the noise?

If you are creating an SMO plan today, does you plan comprise any policy other than using Twitter and Facebook?