Wednesday, March 28, 2018
by Leanne Villiers

Organic content on social media – how important is it?

By now, it’s safe to say that we all understand the role that social media plays within an overall marketing strategy, namely providing instant connectivity and insights to customers who are more than likely going to be active on social media.

Whether you’re a B2B organisation or B2C, social media is going to impact your company through a range of different platforms. Once you’ve established the right platform(s) for you, it’s time to understand the content and what’s going to work best for you.

Put simply, there are two categories that content falls into on social media – organic and paid. Organic content is information you share that is specific to your business and helps to inform customers, whereas paid content – although having the same principle – is where a monetary value is placed on the post to help fulfil a goal, for example, to increase engagement levels or click-throughs to a website.

Organic content is extremely personalised to your organisation; for example, behind-the-scenes images, personal stories and even customer feedback. All of these different elements are prime examples of building customer loyalty on a platform. From Facebook to Twitter or Instagram to LinkedIn, being able to show the individual faces behind the organisation helps to encourage interaction with your content, as people will begin to feel like they know the people in the images. This level of trust could be that crucial factor in customer retention – it’s no secret that when we shop, we will generally go back somewhere that we trust; if the service and price are what we deem to be acceptable then it is more than probable that we will return to the same provider time and time again.

Once you’ve got the formula of organic content correct, you can delve into the world of paid advertising. Ensuring you have the right message to share and have a platform full of information is key when you start boosting posts – people are likely to click through from the promotion to discover your page, and if they don’t find anything informative or helpful then they probably aren’t going to put their trust in your brand.

Paid advertising on any social media platform helps you to reach an audience that you may not have had access to otherwise, therefore allowing you to increase awareness of your brand. It can also have a positive impact on your page as the number of likes and follows improve, as well as the growth in website clicks that can convert into sales.

Bear in mind that 81% of people state they’re influenced by what their friends share on social media, so it’s extremely important you’re creating content to suit their needs. All of the elements within these platforms work seamlessly together to create a hub that your customers can turn to for the latest information and to have their questions answered.

At Denfield, we have an expert social media team on hand to help you discover exactly what your customers want to see on your accounts – we’re also here to help you to create this content so you’re able to get the most out of your platforms. Why don’t you get in touch today to find out more?

Source: Forbes - are brands wielding more influence in social media than we thought?