Digital marketing experts continue to advocate for paid social media, but what about organic – or in other words ‘free’ – social media? Is organic social media impactful?
In short, yes! Organic social media boasts many benefits that paid advertising can’t compete with.
What is ‘Organic’ Social Media?
Organic social media is using a social media platform’s free tools – including posting status updates, photos, and stories.
This is opposed to paid social media, posts that have an advertisement budget behind them. Paid social media includes sponsored posts and advertisements, often targeted towards people of a certain demographic.
A well-rounded social media strategy should incorporate both types of content but organic social media is often left out of the discussion. Organic social media is alive and well…as well as inexpensive, engaging, and effective.
Let’s take a look at why businesses big and small are now reliant on quality organic social media posts.
Saving Money on Social Media Campaigns
One of the biggest perks to organic posts is that they are free. It becomes much easier for small business owners to push out a consistent stream of content for their viewers when there is no advertisement budget needed, and consistency is important.
While these posts still involve time and staff power, automation tools can help manage your social media campaigns.
The key to organic posts is not to have a heavy budget behind it but to have a clear voice and engaging content. This requires creativity, not cash.
Building Brand Awareness
Organic social media posts are incredible for building brand awareness, the extent to which consumers can recognize your brand.
81% of people say they are heavily influenced by what their friends share on social media. Organic posts allow shares to spread your brand to new audiences through a trusted voice.
Brand awareness does not ensure engagement (we will get to that) but it does plant a seed in the minds of consumers. As they see more of your brand, the more likely they are to give it a try and trust it over competitors.
When a consumer is in the middle of their decision-making process, you want your brand to be an option. Brand awareness is what gets your company name on the table.
Maintaining Authenticity and Trust
Since organic posts are not promotional, oftentimes the tone is casual and playful. While it’s important to spread awareness about your product or service, it’s just as important to display your brand’s personality and the people behind it. This approach builds authenticity, which builds trust amongst your viewers.
Once you have established an approachable tone in your organic posts, engagement will follow. It’s common to find that your organic posts spark more engagement than paid posts. This is because viewers feel like they are talking to a personality, not just a company that wants their money.
As this open flow of communication grows, you will find that social media is a phenomenal place to ensure timely customer service. Through direct messaging, hashtags, and comments, social media provides access to the world of your consumer. You can immediately resolve conflict, answer a question, or build a connection with someone interested in supporting your business.
Social media customer service is important to your online success and organic social media enhances that element.
To recap, organic social media is not the end-all-be-all of social media. You will need both paid and organic posts to succeed in the world of social media marketing. However, organic posts are the ultimate way to save money, boost brand awareness, and develop engaging authenticity.