With brands scurrying to crack the social media code, trying to create the perfect campaign that has to reach out to as many users as possible through sponsored posts and ads generating supposedly favorable metrics, what next?
Sponsored posts and Ads only take a brand so far. But, an Organic Social Media Strategy is the correct answer. We tell you why.
A lot of brands come out with a campaign or two every year, push out a creative illustrations once month and usually rely on paid promotions to create maximum reach and impressions on social media platforms. That’s like saying hello to someone, and when they say hello back, you just never respond again until weeks or months. Yes, this is precisely what Organic Social Media Strategy involves.
Talking to your audience, striking a conversation and forging a relationship with them, building a community, addressing their concerns and complaints using the comprehensive tools at your disposal, these are the building blocks of a concrete social media identity. Don’t get me wrong, sponsored posts are the perfect way to reach out to a targeted audience through sophisticated tools that Facebook, Twitter, Instagram and other platforms offer, but that’s that.
The secret lies within a combination of the two and while a sponsored post is basically a transactional activity, and there is little to get wrong there, most brands tend to ignore the importance of an Organic Social media strategy, that will help reap the benefits of the sponsored post.
Organic Social Media Strategy is where your brand needs to channel its efforts to make the most of the tools at your disposal and not otherwise.
1. Interaction and Influence
For instance, you created an impeccably executed campaign video from your brand and it has reached millions of people on Facebook, and intrigued them; they visit your business’ Facebook page.
Lets assume your Facebook page has its fair share of complaints and positive comments, but you have replied to none of them. The first thing a new visitor would notice is that clearly these users do not matter to your business, in spite of the amazing video you just posted.
The lack of an Organic Social Media Strategy just cost you most of the leads that your Sponsored post generated. Sure, you have metrics in the form of reactions, likes, shares and other favourable numbers, but when it comes to doing business or using the services of your brand, the aforementioned unimpressed social media user would perhaps never choose your brand.
Netflix, one of the world’s biggest video streaming and entertainment company excels when it comes to interacting with their social media followers. The brand has developed a knack for being witty not just with appreciative comments, but with criticisms and complaints too.
It is not necessary to be playful, but interacting with your followers is a must, and if that is something you have been excluding, it is time to change your approach. The perception that users develop towards your brand is what will influence their behavior at the moment of truth.
2. Enhance, don’t Eliminate.
The most important thing to learn here is that sponsored and paid posts go hand in hand. Neither one is expendable, because sponsored posts reach new and similar audiences that you would want to target, it generates leads for your business and an organic approach makes sure they fall in love with your brand. It retains them.
The two are not substitutes for each other, rather are partners who when leveraged astutely, will work wonders for your business.
3. Spend and Save
Big bucks aren’t a necessity, listening is. When it comes to social media, Starbucks and the local café are pretty much equals. It all boils down to your content, which if executed well, will bear fruit.
Sure not spending a lot of money may slow things down for your business, but if the communication is genuine and engaging, banking on creativity and aesthetics, your audience is not going anywhere. An Organic Social Media Strategy is not only easy on the wallet, but a community built through it, will not crumble.
4. Don’t play catch up
Statistics paint an interesting picture with numbers. More than 90% of brands are using more than two social media platforms to reach out to their audiences with the world’s largest social networking platform, Facebook now home to more than 5 million advertisers.
Instagram boasts of more than 1 million advertisers on their platform, with more than 80% of Instagram’s 700 million users now connected to atleast one business. It only shows how social media marketing is the real deal today.
It would behoove a brand to be where their audience is, and their audience is on Facebook, Twitter, Instagram, Snapchat and other social media platforms. Being Wildebeest is not the goal though.
Simply jumping onto the bandwagon will do you no good. An Organically established social media identity will help your brand set itself apart. The trick is to calculate each movement, and act accordingly, and use sponsored posts and an organic social media strategy to make sure your brand not just survives, but excels.