Essent SiteBuilder Adds Social Media Optimization (SMO) for Enhanced Social Media Presence


MEDIA CONTACT: Douglas B. Brill

BETHLEHEM, PA, May 5, 2021 | The Essent Commerce Engine – the enterprise business management platform – now automatically makes web pages ready to be posted on Facebook, Twitter, Instagram, Pinterest and other social media networks, enhancing social media presence with automated Social Media Optimization (SMO).

EssentOne 11.0 Enterprise Resource Planning (ERP) System and the SiteBuilder ecommerce content management system (CMS) make getting the proper content for your social media links as simple as pasting the URL into a post. Behind the scenes, SiteBuilder automatically does the work of telling the social media network exactly what the title, description and image are supposed to be for the link.

Users can paste the link and get a card that displays as expected, without editing or rework. It works with any social media network that supports Open Graph, which includes Twitter, Instagram, Pinterest, and Facebook.

"Ecommerce is more important than ever and Essent focuses from the ground-up on SEO, SEM, and SMO. Most are now familiar with the importance of SEO being baked into an ecommerce platform, and some are know SEM, but few are familiar SMO. Marketers recognize the huge benefits of being social and interacting on social media networks, but might not realize a webpage needs to be structured in a way to optimize its use in a social network. Essent does it for marketers, right out of the box.

Search Engine Optimization (SEO) is structuring a web page so it can be optimally processed by search engines, like Google. Search Engine Marketing (SEM) for all intents and purposes is paid advertising, which should also be natively supported by the ecommerce platform. Search Media Optimization (SMO) is the process of optimizing a web page for use by a social media network so it is better consumed and shared within the network.

"Modern marketers need an ecommerce platform that natively supports SEO, SEM, and SMO. SiteBuilder automatically supports all three,” added Eric Alessi.

Facebook created Open Graph so that any webpage can be displayed optimally on Facebook. Other social media platforms have since begun to support Open Graph as well.

Social media networks consider a webpage to be what’s called a Graph Object. The Graph Object is defined by metadata, a set of code embedded on a webpage.

In the absence of metadata, social networks essentially guess what the title, description and image should be. If you have ever posted a link on social media and the card is something other than you expected, that’s because there is no metadata and the social network is guessing. That can’t always be edited, and even when it can, it’s extra manual work.

SiteBuilder removes the extra work. With the new Social Media Optimization and Graph Object support, SiteBuilder now can automatically add the metadata to tell the social networks exactly what’s supposed to be on the card. Guesswork is removed and webpages are automatically optimized for social media engagement.

"Marketing and sales professionals want to be social with a polished, optimized social media presence. However, they don’t necessarily have the time to learn about metadata, code it, and place it manually on page after page. SiteBuilder takes care of that automatically so that almost all you have to do for an optimized webpage is paste the link in a post,” Essent Vice President of Sales Bryan Sheaffer said.

SiteBuilder users and prospects alike can contact Essent to learn more.

About Essent
Essent is an innovative provider of fully-integrated business management software solutions and services for process-intensive industries. Essent solutions combine flexible workflow management with innovative technologies that automate repetitive tasks and simplify business processes. Since 1981, Essent has offered the systems, service, software, and support critical to success in today's highly-competitive marketplace. Essent provides best-in-class solutions for business management, ecommerce, and integration.

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