Wikipedia defines Social Media as the democratization of information the helps transform people from passive content readers and observers into active content publishers and participants.
Simply put, social media consists of collaborative tools such as internet forums, blogs, wikis and social networking sites.
Social media optimisation (SMO) is a process that helps content more widely distributed through social media networks. Like SEO, SMO can be divided into on-page and off-page optimization.
On-page social media optimization includes activities such has optimizing content, titles and code so that the on-page content can be easily accessed and distributed. Off-page SMO activities include building mashups and incoming links, thus helping the web property hosting the social media application become more popular on the internet.
A client saw cost per conversion go down from $92/lead in Dec 2005 to $30/lead in Jan 2007