Social Media and Social Media Optimization (SMO) is the procedure for making your content easy to share across WWW2 or the social side of the internet. The problem is that there are so many options now for possible clients to see your content, so rather than just getting people to your website to see what great products or services you may have, you now have to interact with them and get your message seen by as many people as possible.
You will still want the majority to see the content of your site, and if you have built your site well — you will. Helping people view this content through apps, social media and other entry points will accumulate positive payback for your brand. The easier you make it for people to share your content via the social media the better it will be for you.