 Increasingly, smart businesses are integrating social media participation as part of their knowledge management strategy (i.e., product/service development, recruiting, employee engagement and turnover, brand building, customer satisfaction and relations, business development and more).Additionally, social media optimization can be implemented to foster a community of the associated site, allowing for a healthy business-to-consumer (B2C) relationship.According to technologist Danny Sullivan, the term "social media optimization" was first used and described by marketer Rohit Bhargava on his marketing blog in August 2006.