6 Steps to Win on Organic Social Media

by Common Thread Collective Collaborator

Oct. 08 2018

1. Clarify the brand messaging.

Before you develop content for your social media channels, your company will need to solidify its brand personality to deliver a clear and consistent message.

All of your social media posts should be written in a consistent tone that aligns with the voice of your brand. A few examples of different brand tones are informative, gritty, youthful, jovial, or serious. No matter which voice you decide is the best fit for your brand, it is most important to keep the tone consistent in all of your social media posts.

Informing the copy for your social media posts, strive to keep the wording clear and concise. The consumer viewing the post should be able to precisely identify what your product or service is and distinguish the value of what you are trying to advertise.

We strive to create “thumb-stopping content,” meaning it will capture the attention of a potential customer within the first second of consuming the advertisement. Ask yourself whether you would stop to read the message and why it would appeal to your target demographic.

2. Gather the assets for killer, thumb-stopping content

On social media, the best way to create a desire for your brand is through powerful, eye-catching content. Always make sure that the photos and videos that you are choosing to post specifically cater to your target demographic. When creating your content, you also want to make sure to keep a consistent flow or “theme” throughout all of your posts. For example, on Instagram, the photos stream looks the most professional when the content follows a specific theme whether it be by a color scheme, composition, subject matter, etc.

Whether your company decides to hire professional photographers and videographers or take photos in-house with an iPhone, make sure that you are delivering quality content that is consistent with your brand. Compromising asset quality for the sake of penny-pinching is a strategy that rarely works out in the long run to gain social media followers. You can also choose to curate content by using stock photos, but be wary of this technique. It is vital to your marketing strategy that you incorporate original content that explicitly highlights your product or service.

3. Create content specific to each social media platform

It is crucial to understand not only the demographic characteristics of your target audience, but also to understand where your customers are spending their time online. Are you targeting an adult audience who consume their information through Facebook? Or college students who are constantly flipping Instagram stories? What about preteens who are predominately on Snapchat and Musical.ly?

Choosing the right social network to reach your target audience is critical to the success of your campaign. It is also essential to determine what content resonates with your audience. Would your customer be more likely to read an informative blog post, a flashy GIF, or a 30-second video? This doesn’t necessarily mean that you should limit your campaign to one platform. However, it is beneficial to determine which platforms you should focus on over others and which platforms are most likely to deliver the best results.

4.  Set a social media marketing budget with clear objectives.

Creating an advertising budget with clear objectives for your organic social media campaign is imperative to having a measurable and all around successful campaign strategy. One of the first steps in forming a budget is to create a budget spreadsheet that outlines how much budget should be allocated towards content creation, community management, and influencer partnerships. This can help guide your company through its campaign creation process and can help you map the budget so you can allocate to the correct outlets and social media channels.

A recent study from 2018 revealed that the average business spends 9.4% of its marketing budget on social media. Often, companies are hesitant to invest their marketing budget in organic social media channels because the ROI can be difficult to measure and justify compared to more lucrative channels, such as paid social advertising—our bread and butter! But, there is a wealth of value in organic social media as a channel to build brand awareness and most importantly, build rapport with your customers. Customers are twice as likely to look up a brand on social media before making a purchasing decision than they were just two short years ago.

5. Always engage with your audience

Engaging with your target audience is key to maintaining a healthy and successful customer reputation management. In this industry, perception is reality! Your business must present itself well to your customers, making them feel engaged, comfortable, and trusting in the credibility of your company. In short, social media will allow you to break down the wall between your company and your (prospective) customers.

Your organization should also be aware of what your customers and target audience are saying about you on social media. Keep up with the posts’ comments and DM’s, and engage with your audience directly on your post to answer their questions or address any concerns. Keep tabs on how many views, likes, comments, and shares your posts are getting to see what content resonates best with your target audience. Often at CTC, we will repurpose well-performing organic social media posts into paid social campaigns if the material is receiving a significant amount of engagement.

Social media is such a fantastic tool to engage with your audience. Respond to those customers who are highly engaged and speak positively about your brand. Consider giving your “superfans” free product or a give them a shout out on social media for their support. For those customers who have had a less-than-positive experience with your brand, do not be afraid to reach out to them and address their concerns. It’s important to remind your customers that your company cares about their wants and needs. Make them feel comfortable when engaging with your product or service.

Your company can also interact with its followers by asking for their opinion on social media—giving them the power to have a voice in your product or service. Companies that succeed on social media utilize Instagram and Facebook as platforms to give a real depiction of what their company has to offer in a more personalized way than traditional advertising.

6. Continually evaluate the metrics of your social media campaigns

The final step in every social media campaign should be to reflect, measure outcomes, and modify. This will ensure that the campaign is run to the best of its ability and is ultimately most effective.

With one of the first steps of a campaign being having “measurable objectives”, you can measure how your campaign ran and compare it to what your company expected. As mentioned previously, you always want to improve with each campaign and glean insights from all past social media campaigns. If it wasn’t or there was a glitch, having measurable objectives can help you decipher where your campaign may have fallen short and what you can improve on for the next campaign.

You can measure the performance by asking yourself: Is your social campaign doing what it was intended to do? Is the campaign and brand message prevalent? Does your target audience understand what is trying to be said? Your company can check this through analytics. Look for an increase in clicks to websites, an increase (or a decrease) of followers, more subscriptions to your email lists, or see if anyone has contacted your company to learn more.

Your company can also implement successful customer reputation management by engaging with your audience about the campaign, getting their feedback on what they feel would have worked better or what it was that pulled them in. Do a thorough analysis on all of your campaigns to ensure your company is producing the most beneficial and useful content for your target audience.

Once your company has identified any issues and all of the successes of a campaign, you can then modify and redeliver the campaign and compare the results to your first try. Monitor how you are improving and which posts resonate with your followers and perform the best.

By. Savannah Sanchez