When it comes to your social media marketing efforts, it’s important to understand the difference between organic and paid social as well as how having a strategy for both can help you achieve your business objectives. Recent research from Smart Insights reports that Facebook alone has over 1,870 million active users and is still dominating the social media landscape in nearly all measurable categories. The statistics make it hard to justify not including social in your marketing strategy— the question now is how best to use your time and your marketing budget to leverage this vast audience of potential customers.
Organic Social Media
Organic social media is any post or piece of content that is not paid advertising. The most common types of organic content is that which informs and updates your customers as well as builds brand awareness and presence. One of the primary benefits of organic social is that it provides a platform for creating and managing a community of followers so you can learn about your customers, listen to what they’re saying about you, and respond to their needs— all for free. If you are actively engaging with your community while effectively addressing questions and issues, you will establish a trustworthy name for your brand that will connect with customers on a personal level.
Paid Social Media
Paid social is exactly what it sounds like— it’s any piece of content that is intended for a specific target audience through the implementation of an ad budget. This includes boosted or sponsored posts as well as newsfeed ads. Effective paid social campaigns generally focus on promoting one product, service, or message with the intent of generating sales, raising awareness, and increasing brand consideration. Social advertising is often times more effective than traditional web advertising because of the enhanced targeting options social networks offer, thus you get more bang for your advertising buck. Successful paid social campaigns require a lot of practice and testing, but if you have established who your target audience is, are honed in on their preferences, and have compelling imagery and captions you’re off to a great start.
Organic vs. Paid— What’s Better?
To answer this, you must consider your industry and your social objectives and goals. Do you simply want to create a community around your brand and foster customer relationships? Organic social may be the right route for you. Do you want to utilize social to increase sales, customer acquisition, retention, and remarketing? Paid social should be an integral piece of your marketing strategy. Ultimately, your budget and available resources will help you decide how best to utilize social media to reach your business objectives.
Ready to step up your social game? Follow us on Facebook and contact us to learn more about how Vionic can help you leverage social to grow your business!