Marketing has surely evolved from what it used to be. With more mediums available than ever, there are limitless avenues to explore when trying to increase engagement to your company. One of these avenues is social media. Everyone knows it, everyone uses it. One thing that social media has done is it has allowed companies to take marketing into their own hands with the press of a button. Let’s explore both of the realms of paid and organic social and why it is important to have a healthy balance of the two.
Organic Social
Organic social refers to the free content, including posts, images, videos, and etc., that social media users, business and brands share with each other on their accounts. This type of social media activity is completely free.
As a business or brand, when you post to your account, you can expect that people who follow or like you can see your content in their feeds.
This may sound very easy; however, organic social media is becoming a must-have for every digital marketing strategy today. Overtime, it builds a connection between you and your customer at a personal level. Most businesses and brands use organic social to, for example,
- Build a relationship by sharing useful and entertaining content
- Establish brand personality
- Engage customers at every stage of their buying journey
- Additional customer service channel
Paid Social
Paid social refers to basically anything on social media that has been supported by paid advertising. For example, a brand may be paying a social network such as Facebook to display their product to audiences that may not have followed their brand.
Paid social has played an integral role in the expansion of the presence of your business or brand. It allows the businesses or brands to potentially grab the attention of audiences they may have never dreamed of before. Business or brands typically use paid social to：
- Attract new follows or likes
- Promote latest content, event or deals
- Generate business leads
- Drive conversion and increase revenues
A lot of times marketers like to think B2C retailers are the only industries focusing on social advertising. In recent years, we started to see more and more B2B companies started to tap into paid social to build awareness and generate leads.
Advertising on social is a necessity in today’s market. A company who does not have any form of advertising online can risk their company falling off of the map because of decreased exposure. It’s simply the world that we live in today. Companies need to produce advertisement digitally if they want to connect themselves to a larger and broader audience.
Both organic social and paid social have its own benefits. We have summarized some quick points in the following table.
| Benefits of Organic Social | Benefits of Paid Social |
| – It’s free – A practical way to build a community of loyal followers and customers – Display culture and values as well as gain more insight into your customers on a personal level – Simply show you are there for them – Cost-effective and a long-term solution | – Immediately and rapidly gain attention and followers – Expand your customer base quickly – Increase your likelihood of being spotted and engaged online – Outrun your competitors |
The Power Behind a Healthy Balance of Paid and Organic Social
A complete marketing approach will not choose between these two methods for their company. Instead, marketers should adopt both approaches. This will allow the business to utilize the benefits from both methods, which will create a deeper connection with the customers in the meantime expand to the audiences that they would not have been able to reach.
As you can see previously, paid social has been proven to show immediate results while organic social has been proved to show positive impacts in the long run. As a brand, we need to mesh our marketing strategy in both for the short team and in the long term. Integrating the two methods will create the optimal method of marketing for a business.
How to Make Sure Your Social Media Campaign Is on The Right Track
The best way to make sure your media campaign is on the right track is to hire a social media marketing agency. They will offer professional opinions and guidance that will ensure that your company’s social media campaign is tailored to fit your company and efficiently market.
Overall, having both paid and organic social are the avenues that will elevate any company to the next level if utilized in an effective manner. Please feel free to contact us if you want to discuss your social media strategy. Have a nice weekend!
Latest Comments