Why organic social media isn’t dead
Like it or lump it, reaching your audience on Facebook and Twitter now comes with a price tag.
Algorithm changes mean only around 10% of your followers will see that post you carefully planned – unless you paid to boost your reach.
But that doesn’t mean organic social media strategy is dead. In fact, it’s just as important now as it ever was. And here’s why:
It shows you care
Gone are the days of writing an email and waiting 3-5 business days for a response. A huge 69% of customers believe a fast response to an issue is vital to good service. And having active social media channels (like Twitter or Facebook Messenger) is one of the simplest ways to provide a quick solution.
An ‘always on’ approach will keep your customers from straying to a competitor, and ultimately improve your bottom line. In a world of instant messaging, immediate response is expected; keeping that line of communication open will boost trust among your customers.
It might sound obvious. But organic social media strategy is a completely free way to get your message across.
You might have to get creative to reach a bigger audience, but that’s not necessarily a bad thing. Try using some high-frequency hashtags or posting relevant content in the right places. Interacting and engaging with your followers will also help your organic content reach a bigger audience.
It’s part of the bigger picture
Paid content is a day-to-day part of digital marketing. But it also pays to think about your customer’s next steps. After clicking on a sponsored post, your audience expects to find similar content on your page.
If your page is empty, they won’t stick around. And the chances are, they won’t return – since there’s nothing to return to. It’s important to fill your social media channels with relevant and engaging posts to keep your audience on board.
When a customer clicks on your paid post, they’re more likely to see your organic posts appear down the line – so it’s worth providing a steady stream of content for your engaged audience.
Handy hint: why not post organically and use the boost option later on?
It ties into your brand
Social media is one of the best (and cheapest) ways to showcase your identity. A quick glance at your Facebook or Instagram should tell your audience all they need to know about your brand.
Online-savvy consumers will check if you’re a reputable brand before they commit to a purchase. Vivid Fish found a whopping 75% of consumers use social media as part of their buying process.
Attractive and engaging social profiles will tell your audience you’re a trustworthy brand. But empty or sloppy (think typos) social channels are likely to put off potential customers; so investing enough time in creating organic content is key.
It can help your paid campaigns
Before you start spending money on paid campaigns, you could gain valuable insights from your organic posts.
Think of your organic posts like a sounding board. If something performs well organically, you’ll know to put money behind similar campaigns. Likewise, if a post goes down like a lead balloon, you’ll get an idea of what to avoid – without spending a penny. This way, you’ll only pay to promote posts with potential.
Plus, you can use your organic content as a way to capture demographic insights before you dig out your wallet. Thanks to the ‘Insights’ and ‘Ad Manager’ panels of Facebook Business Manager, you can see exactly what your audience looks like.
For example, if your audience skews towards males and they’re interested in sports, you’ll have a solid starting point when it comes to targeting your paid content.
It helps your SEO
Having active social media channels can actually improve your ranking. Google pulls all of your available brand information together to see if your domain has authority. Having a social footprint can boost your website’s credibility, which can boost its position on a SERP.
Break through the algorithms
Here’s some tried-and-tested strategies to help you appear on more newsfeeds:
- Target your posts. Find out what your audience is interested in and post related content
- Engage with your audience. Has someone commented on your post? Reply to them!
- Use native content. Your post is less likely to appear if it takes your audience away from Facebook (like a YouTube link)