Organic social is not just a nice-to-have, but a must-have for any brand that wants to succeed
When it comes to social media, it's important to have a strategy in place and using the right channels and platforms to get your message out there
Here are some strategies that can help your social team become the first line of defense
Have you ever stopped to think about the extraordinary impact that organic social media can have on your brand’s success? It’s not just about posts and likes – it’s a dynamic force that can reshape your business landscape.
I’ve seen this firsthand in my own professional journey. When I started out, I used Twitter to share my thoughts and ideas. I quickly realised that this was a great way to connect with people and build relationships.
As my audience grew, I began to host podcasts and other events. This gave me a platform to share my knowledge and expertise with a wider audience. As a result, I crossed 2 Mn organic views on LinkedIn last year and the numbers are in a few hundred thousands on Twitter.
Let’s take a look at some strategies that can help your social team become the first line of defense, handling 70% of customer service interactions
Organic Social: Beyond A “Cost Center”
I’m a firm believer that organic social is not just a nice-to-have, but a must-have for any brand that wants to succeed. A strong social team can help you build a community of engaged followers, drive traffic to your website, and boost brand awareness.
Crafting A Cohesive Team
To create a successful social media strategy, teamwork is essential. No one person can do it all. There are so many moving parts, from coordinating content creation and influencer engagement to monitoring analytics and responding to comments.
That’s why it’s important to have a team of people dedicated to social media. A head of Social should be responsible for setting the overall strategy and overseeing the team.
A channel manager should be responsible for each individual platform, making sure that the content is tailored to the specific audience. And then there are the creators themselves: designers, copywriters, video editors, and anyone else who can help bring the strategy to life.
By working together, this team can create a harmonious social media presence that engages and connects with the audience.
Channels And Mediums: Picking Your Playground
When it comes to social media, it’s important to have a strategy in place. This means knowing who your audience is, what kind of content they’re interested in, and how you can reach them. It also means using the right channels and platforms to get your message out there.
Organic Social And Paid Social Synergy
Organic social media can be a great testing ground for paid social media. By experimenting with different content formats on platforms like TikTok and Instagram Reels, you can find out what resonates best with your audience.
If a particular content format outperforms your baseline, it’s a good candidate for paid campaigns. This synergy can help you allocate your ad budgets more effectively.
Organic Social: The First Line Of Customer Service
In 2023, organic social media and customer service are more closely connected than ever before. In fact, the organic social team often handles about 70% of customer service tickets. This is because social media is a natural place for customers to reach out to brands with questions, concerns, and complaints.
To provide the best possible customer service, it’s important for organic social teams to be responsive and helpful. They should also be able to seamlessly integrate with customer service platforms so that customers can easily escalate their issues if needed.
As we’ve explored the importance of organic social media, from building a strong team to integrating it with paid strategies and using it for customer service, it’s important to remember that every step along the way is a brushstroke in the painting of your brand identity.
Take what you’ve learned, the strategies you’ve developed, and the opportunities that await you, and run with them. With every post, comment, and response, you’re not just building your brand’s story – you’re creating a legacy of meaningful interactions and deep connections.