For the sake of reading this chapter in context, SMO should be part of an overall SEO strategy (SEO + SMO = Amplified Findability in the traditional and social Web)

As a brand, content producer, or publisher, the social web is your new distribution channel as well as your portfolio for intellectual assets. Whether you’re in the business of creating, marketing, selling, or distributing media, the social Web is an incredible medium that can create a brand, establish visibility, and build demand, all without active promotion. It’s about letting your expertise or work market itself through the practice of a socialized form of inbound marketing that helps make content discoverable when people search.