Monday, 19 January 2015

Organic Posting Vs Paid Advertisements on Social Media

Social media managers are conversation managers

Marketers can adopt two types of campaigns, organic and paid, in social media marketing. Organic campaigns are free and the acquisition of new customers is achieved through the supply of engaging and relevant content.

On the other hand, paid campaigns enable brands to pay for their advertisements to be displayed on social media websites. Whilst they are divergent views on which campaign type produces more results, I am of the opinion that they all should be part of a brand’s marketing mix.

Organic Posting
Social media users dislike overt marketing messages and what should brands do so that they do not irritate their target audience? They can post organically to create strong brand-customer relationships.
Creative and relevant content is foundational to successful organic posting. 

A piece of marketer-generated content should have two primary goals:
·         To get shared in order to expand reach (more on that later).
·         To get commented on in order to increase your conversion rate.
Visual content especially provides better engagement and converts more.
However, post reach has been dwindling of late. Brands are now reaching between 2 to 4.5% of their fan base.

The argument made by some social networks is that a user can receive up to 1 500 new posts each time they login and therefore, there is a need for them to intervene and show only the content that engages better and more relevant to the users.

Whether this is true or not is a discussion for another day. What is beyond doubt is the fact that this “Reachpocalypse” has made social media sites to smile all the way to the bank.

The good news is that a decrease in organic reach doesn’t have to mean a drop in engagement or conversions.

Paid Campaigns
The problem of the declining post reach is solved by paid campaigns. This is one of the most successful ways that brands can use to reach their target audience.

The particular pull of social media advertising is that unlike many channels that offer either reach or depth, social media offers both. “Its consumer engagement at scale with the ability to increase awareness, to move a consumer down the funnel and to drive sales” said Don Mathis, CEO of Kinetic Social.

Paid campaigns leverage social media websites’ ability to collect demographical and psychographic information as well as track the online behaviour of their users.

Such intelligence is critical as it enables social media platforms to display the right advertisement to the right audience at the right time. This in turn leads to positive return on investment and improved loyalty from the marketers.

Clearly, organic postings and paid ads can co-exist to deliver value to a brand. Whilst the post reach in organic campaigns has come down a lot, they still offer the best chance to engage with customers. Paid campaigns play a supplementary role by providing the expected reach.

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