Remember Facebook circa 2010? Brands took to the platform and it made a significant impact. Like all things digital, Facebook has evolved since then, in fact the whole paid and organic social media landscape has. What this means is with the algorithm changes (for Facebook specifically) reach, impact and engagement isn’t what it once was.
Don’t worry though – paid social media is here to save the day.
Or is it?
Let’s be clear: organic social still has a role to play in your digital marketing strategy. It is the ideal platform to tell your brand story, it’s built around community and it’s not necessarily about target driven results.
Tied into community management, something that’s become more of a focus over the last two or three years, is employee advocacy. Your employees can be your strongest advocates and when they take to social media to convey that, it has a positive impact on your brand in terms of amplification of content, visibility, shareability and share of voice.
Organic is also the ideal testing ground for the paid side of things because you can see what content resonates with which audiences and how they are engaging with your content. Those learnings, building up a clear profile of your audiences over time, can be applied to your paid strategy.
Why should you use paid social then? It’s not just used to boost organic content. It’s a lot more targeted than that. Those strategies are built around campaigns and specific objectives and typically across B2B are designed to generate an action.
So think about targeted content like eBooks, webinars and whitepapers, leveraging your best content. You can use these to fuel your paid campaigns across platforms, such as Twitter, LinkedIn and Facebook. With LinkedIn specifically, there is the opportunity to be really targeted across things like personas, industry, job title, age, geography, company size… the list goes on. You can use it to find and engage with new audiences.
The key thing about these types of targeted campaigns is that they can be measured and you can determine your ROI. While paid gets the quick-fire results based on specific campaigns, having organic running concurrently building your brand story and presence provides longevity.
Using both paid and organic social media together makes sense. And when you’re using social as part of a larger PR and marketing strategy, they pack a powerful punch for reaching those objectives – be it lead generation, brand awareness or expansion.
If you’d like to chat about the opportunity that paid and social media can deliver to your business, please get in touch.