Organic social refers to the content that businesses can post on their social media channels free of charge. It could include images, videos, reels, memes, stories, case studies, testimonials, news, downloads such as e-books, guides and whitepapers, and more.
In general, organic content is designed to help establish a business’s personality and tone of voice, while engaging customers and building relationships. This is achieved through the posting of useful, informative or entertaining content that followers will want to share or act upon.
Organic posts are typically seen by a percentage of existing followers, their followers if they choose to share it and people who follow any of the hashtags used.
With the right kind of creative and inspiring post, it is possible to go viral which can be invaluable in raising awareness, winning new customers or generating sales.
Even if it’s not seen immediately, organic content also has a part to play when people seek out a business’s social media accounts – perhaps because they’ve heard about a company or received a recommendation and want to find out more.
What would they see if they scrolled through the news feed? Would they be impressed and motivated to buy a service or product?
The creation of good organic social relies on a variety of skills such as design, ideas, knowledge, and some trial and error.
The best place to start when it comes to giving social media a purpose is a strategy. Initial research around who the target audience is, what social platforms they are mostly likely to use and the sort of content they are most likely to respond to, is key to success.
An impactful strategy understands how the various platforms and their algorithms work and plays to the preferences of each. It will have different aims and messages for each channels; TikTok is very different to LinkedIn, for example.
Another benefit of organic social is that it enables businesses to engage with their communities in real time (even if this is by way of automated responses) and react to live news as it happens.
We manage the whole organic content process for our clients, from researching and strategy development to the practical design and publishing of posts, including the creation of a content calendar.
By using our in-depth knowledge of the platforms, we help businesses come up with a winning strategy – and one that is easily measurable and can be evolved if needed based on what the data shows.
Summary
Organic social is a key element of the marketing mix. It’s more focused on showing personality and growing reputation and is a great way of keeping those customers/followers who have taken the time to engage.
By understanding audiences and channels, it is possible to create inspirational social media posts that go viral, and those which contribute towards an interesting, professional and busy news feed that is impressive to any potential customers.
The best social media strategies use a good mix of organic social and paid social.
Fed up of throwing mud at the wall to see what sticks? Give us a call today to get the ball rolling on a more practical, more strategic social media plan.