It’s been about a month since Facebook announced it was drastically changing its algorithm to weigh friends and family’s updates over brand pages’ content. While there are ways to continue to stay relevant on the platform, it begs the question, is organic or unpaid social media still worth the time and resources a business needs to invest? The answer is a resounding yes!
7 Reasons Your Brand Needs to Invest in Organic Social Media
1. Organic Social Media is Cost-Effective
If you have a tight budget, organic social media is cost-effective.
Even though it takes time and energy to create social media updates, they’re still extremely cost-effective. You can post as many updates as you want across your social channels and every single update is free to share, making it a realistic option to combine with other marketing tactics for a comprehensive content strategy.
2. Social Media Provides Authenticity
As Top Rank Blog explains, “The importance of authenticity cannot be overstated. Social media gives brands the opportunity to show their target audience who they are, not just what they sell.” Social media users know when they see an ad, someone is trying to sell them something. However, through non-paid updates, brands can provide a genuine look into what defines the organization.
3. Organic Social Media Compliments Advertising
If you see a Facebook ad in your feed and click on the brand’s profile, you expect to see more relevant content on their page, right?
Keep this in mind if you invest in advertising. While running ads, you also want to update your page with interesting, quality non-paid content. Research shows 81 percent of consumers research a business on the internet – including on their social media profiles – before buying. You want to make sure you’re making a positive impression on any potential customers that may be evaluating your company.
I love how Daniela Otero explains it. “Only a balanced approach – one that uses paid intelligently along with organic content – will get you great results.”
4. Social Media Fosters Your Creative Voice
What is your brand’s creative voice? Use social media to establish it.
Organic social media updates are a fantastic forum for exploring your brand’s voice and creativity. Before you invest hundreds or thousands of dollars in an ad campaign, use your non-paid channels to build a solid foundation. Consider these questions:
- What types of content are relevant to your brand?
- Are there particular words you want to use to evoke certain emotions in your target consumer?
- How will you creatively connect with social media users?
- What updates are receiving the most interaction?
While there is a lot of helpful information you can glean from a little bit of ad testing, there’s also plenty you can learn from your organic approach. It takes time, but it’s worth it!
In addition, you’ll need to be creative to drive engagement on non-paid social media, which can help you build content marketing muscles you may not have developed yet. The Native explains that it’s better to post fewer updates that are higher quality. “Make it brilliant. Don’t just add to the noise, make such good content that your profiles are the conversation starters.”
5. Social Media Provides a Forum for Customer Care
As this infographic explains, 63 percent of consumers expect companies to provide customer service via social media. Research shows, “Nine out of 10 social media users have used social platforms to contact brands directly, and more than one out of every three people turn to social media to voice customer service concerns before seeking help via websites, live chat or email.”
Despite the shift in Facebook’s algorithm, it’s important your brand maintains at least a minimal presence. If they go to your page for help but see you haven’t posted an update in months – or even years! – they may assume the page is abandoned. By posting at least one update a week, you show consumers you’re active an engaged, and much more likely to provide the help they need.
6. Social Media Builds Engaged Communities More Effectively
Use social media…
