Why organic social media is a vital component of content marketing
What is organic social media?
Benefits of organic social media
1. We’re a social bunch
Did you know last year, there were more than 3.81 billion active social media users worldwide? Big number right? In January 2020, Australia had 18 million social media users. Social media is the way of the future, it’s now more than ever how we connect, share, engage and communicate with other brands.
So many of us are on several social media platforms. In Australia, we’re a sociable bunch. According to Yellow Social Media report 2020 31% of us check our profiles across a variety of platforms more than 10 times a day and 79% check at least once a day. You wouldn’t want to miss this opportunity to market to such a prevalent audience. Unsurprisingly, Facebook, You Tube and Instagram lead the popularity contest, but if you’re a business to business fortune 500 company, LinkedIn is the platform of choice.
2. Authentic connections
3. Cost-effective long-term solution
Paid advertising has its time and place in the social media realm, but it would fall flat without an organic strategy in place. Why? Because firstly you need to understand what content your audience like and who they are in order to run an effective ad campaign.
While an ad will most definitely reach more people…will they be engaged if they then look at your social media platforms and see inconsistent, irrelevant or no content?
Further, people don’t appreciate being sold to constantly. By seeing a variety of content like:
- Business updates
- Blogs, articles, books
- Industry information
- behind the scenes images
- Facebook lives, videos, podcasts, webinars
- Entertaining and inspiring content
It provides an opportunity for your audience to become a loyal advocate of your brand. Once engaged they’ll hopefully even be willing to share your brands message and of course purchase from you.
So before you buy followers (please don’t do this), it’s important to have a quality and engaged audience, a smaller group of people who fit your avatars is better than a multitude of followers who do not engage and show no interest. Over time, engaged communities develop strong loyalty, which paid advertising alone will never be able to attain.
Yellow Social Media Report 2020 backs this up, with over half of respondents saying they are more likely to trust brands if they interact positively with customers on social media, make their content engaging and relevant, and keep it regularly updated.
Businesses seem to be on the right path here, with 63% using social media to engage in two-way conversations with customers and connections, while almost half the businesses canvassed (45%) claim to monitor or update their social media at least once a day, with 80% doing it weekly.
4. Organic compliments paid advertising
While many smaller business’ may struggle to justify the costs of paid advertising in the current climate, it’s a great pairing with an organic strategy. If you’re wanting to use paid advertising, it should never exist without an organic presence.
If you don’t have an existing presence, the algorithm will be less generous when you pay for your advertising, as the platform wants you to build authentic connections and relationships. Also you will end up paying more per click.
Further, as mentioned above, if your audience comes to review your page after your advertising has connected with them, they will look for your content, reviews, and the vibe of your brand to make the final decision whether to purchase or not.
5. Customer service
Support Leads to Success