i will try to help. i hope i figured out your question - if you mean what is SMO - basically from what i know, it's an optimization process which is related to media like facebook, twitter, linkedin, etc.
in this media, you can first start with opening fan page/business page - through it - you can promote you product/service/site.
it's a very powerful tool, because you can reach to many people by using the online media. many people can bring your site traffic. which can be good for you and for your site.
i hope i was clear.