ORGANIC SOCIAL MEDIA MARKETING

Organic social media marketing (also known as creative social) involves creating profiles on the sites where your target customers are most active, and publishing updates intended to engage these audience members.

The most commonly-used social media platforms for brand marketing purposes include Facebook, Instagram, LinkedIn, Twitter, YouTube, Pinterest, Snapchat and Google+.  TapInfluence offers three statistics demonstrating the importance of developing a presence on at least one of these channels:

  • GlogalWebIndex reports that the average internet user spends 28% of their online time on social media sites.
  • 47% of Millennials say their purchase decisions are influenced by social media.
  • 84% of social media users worldwide have “liked” or followed a brand or product on social.

Time to see results:

Organic social media marketing often requires a wait to see results, given declining organic reach rates on many networks.  Ash Read, writing for Unbound, shares Ogilvy data on Facebook algorithm changes, stating that between October 2013 and February 2014:

“Organic reach dropped to around 6% for all pages with more than 500,000 likes, the number was just 2%”

Unfortunately for marketers, Facebook’s organic reach stats have improved only slightly since then, with Ignite Social Media reporting bumps as high as 3.5% of fans reached.

While it’s possible to score a quick viral hit, it’s unlikely (and it’s even less likely that doing so will result in lasting brand recognition). If you plan to go the organic social media marketing route, expect to spend at least 3-4 months getting 100 organic visits daily.

When to use it:

Because many consumers expect brands to provide support via social media, it’s a good idea to maintain an engaged platform on your industry’s preferred sites regardless of whether you focus on social media marketing as a growth channel.  In other instances, consider your audience’s behavior.  If your followers engage regularly on social media, it may be more important that your brand be an active part of the conversation there. If they’re largely silent on social, your efforts may be better invested elsewhere.

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