Purpose of SEO and SMO
The core purpose of SEO is to provide links and gain brand recognition by roping followers from Social Media Platforms. SMO is much similar to Search Engine Optimization as for both the processes the ultimate goal is to generate awareness about the website and massive traffic. Generally SMO is referred to optimization of a website as well as its content in such a way that the content is sharable across various media and networking sites.
Traditional SEO arguably was focused on the technical website structure rather than quality of content and the user experience. SMO too is concerned about the content quality, authorities and the user experience as well. The various aspects of SMO help to improve the SEO performance over search engines directly and also provide signals that aid in ranking and indexing of web pages.
Warning: Excessive Back Linking Is Not SMO
Most of us are tempted to think that the best way to SMO their content is to join as much communities and pages as they can and then sharing the same to seek comments, likes etc. In such cases, we must say you are wrong. Not only is this act frustrating but also counterproductive. The real users are most likely to unfollow you or hide your post and in worst cases they can report you as spam.
If the case is of machine learning then the case is even worse. If you posts and links are non interactive, have low shares, comments and likes then it will show the machine that your content is invaluable to them and thus no more authoritative.
It is always better to focus onto some specific communities that are relevant to your business domain, has relevant audience and experts.