What Is Social Media Optimization? Social media optimization 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. Example of Social Media Optimization: Messages on social media platforms can be tailored so that they have a greater impact on specific groups of individuals. Marketers using social media can customize their content based on demographic and geographic profiles. For example, a soft drink maker may post a message about how cold a beverage is to Internet users in hot climates. For their audience in cold climates, they might tell users that drinking their beverage will remind them of summer.