Your organic social media presence is made up of all the content you post to various channels, including your profile bio, photos, graphics, videos, blogs, stories and more.
These channels could include Facebook, Instagram, LinkedIn, Pinterest, TikTok, Twitter, SnapChat and other platforms.
The aim of organic social is to create content that will naturally gain traction over time, attracting your audience and raising awareness for your brand.
What’s the difference between paid and organic?
Paid social directly advertises your products and services to potential customers, delivering strategic messages through audience targeting.
Organic social uses content to attract and engage an audience, putting your brand in front of prospective and existing customers to build a following.
If you were to compare the two to an in-store shopping experience, organic social is the impression the customer has when walking past your shop front. The way it looks and feels will impact whether they set foot in the store.
Paid social, on the other hand, is the salesperson who tries to influence their purchasing decision and close the deal.
How does organic social support paid?
When a prospective customer sees your paid social ad, they may click through to your website and/or your organic social profile.
If they arrive at a profile with poor quality content, infrequent posts, and low engagement, it’s going to impact how they perceive your brand. Ultimately, it will influence whether they decide to engage with your business.
Why do you need to have an organic social presence?
These days, having a social media presence is just as important as having a website.
With demand for content forever increasing, there is now an expectation for brands to be consistently active on social media.
Social media is one of the only digital platforms that allows you to engage directly with your market, enabling you to forge meaningful connections with your customers and strengthen your brand.
Is organic social good for driving sales?
Organic social is all about communicating your brand and building an audience. By using content to nurture your existing and prospective customers, you can influence their behaviours and drive desirable actions.There are content formats that lend themselves to driving eCommerce transactions, but ultimately, organic social will be most effective when used in a multi-channel digital marketing strategy.
What organic social channels should you be using?
During the process of devising your organic social strategy, you will be able to identify which channels are going to be the most effective. It all depends on your objectives, your audience and your offering.
For example, if you want to raise brand awareness with women who have demonstrated an interest in fashion and styling, Pinterest and Instagram will likely be your go-to channels. If you have a B2B offering, LinkedIn will likely be a path to pursue.
Do you need an organic social strategy?
Absolutely. You could take a machine gun approach and fire off content at random in the hope something will stick, but it’s not going to achieve anything significant for your brand. An organic social strategy gives you the opportunity to identify how your content can support your overarching business objectives. It will give your content direction and purpose, ensuring you’re focussed on finding the most effective ways to engage your audience.
How do you measure organic social results?
It all depends on what you’re looking to achieve from your organic social media. With a strategy that includes clear objectives, you will be able to effectively measure performance and tweak your approach as needed.
For example, if your aim is to increase website traffic, you’ll need to review your click-through rates. If it’s to raise brand awareness, then you’ll need to look at your reach, impressions, engagement levels, follower numbers and more.
How much input will Distl have when managing your organic social presence?
While we will always start with an organic social strategy, our team can do as much or as little as you like. Depending on your business needs and internal capacity, we can either develop a strategy for you to implement on your own, or we can collaborate with you to manage your organic social presence on an ongoing basis.