If You Post It, They Will Come

If you’re a marketer that works in social media, it is easy to feel overwhelmed. How do I get my content in front of my target audience with so much competition? Should I be joining the newest social media platform(s)? Should I be incorporating paid social with many “pay to play” platforms? If yes, how much should be spent? These are just a few of the seemingly endless questions that marketers ask themselves given today’s social media landscape.

Social Media Association’s latest webinar, Amplifying Your Message with Organic & Paid Social To Gain Desired Results, helped provide answers to all of these questions and more. The webinar panel featured Lauren Gaglio-Crescione, Associate Manager of Integrated Marketing at Henry Schein, AJ Wilcox, Founder of B2Linked.com and a LinkedIn Ads Pro and Craig Mauro, Social Media Specialist, Bethpage Federal Credit Union.

While it may feel like working in social media is a 24/7 job, it is important not to overburden yourself. Just because there is a new social media platform everyone is talking about, it doesn’t mean your particular company or brand has to create an account and get involved. The research should be done beforehand to determine your target audience, and then it becomes a question as to whether that audience is on the platform. There’s no use creating content and spending time on a platform that your target audience won’t even see. It is more important to spend more time on only the platforms that you need to be on to serve your audience.

Within those platforms, there may be discussion about whether it is better to post organically or to pay to boost your social media posts. While there are pros and cons to each, the panelists all came to a consensus that there will always be a place for both organic and paid social media. It comes down to what your goals are and what you’re trying to do with your social media. If you’re trying to reach more people and make them aware of your brand, paid social media may be better. However, if you’re a smaller brand that is trying to develop a relationship with your audience and/or followers, organic social media may be for you. Even with all of the “pay to play” platforms that exist, a smart and creative marketer will always find a way to get organic eyes and engagement on their content. This includes posting social media content on a consistent basis to establish a presence and increase exposure to the brand.

Along with that, social media marketers should be constantly testing and experimenting with their social channels and content to see what works. The more data a marketer can get their hands on the better, and the way that they can get this data is through social media trial and error. By learning what works organically, you can then use paid social to boost that content, allowing you to reach more people with good content as well as to be more resourceful with your money.

Whether you decide to go with organic or paid social media, our panelists agree it all comes down to giving your audience what they want. Think about it, why do you follow your favorite brands or celebrities? They are posting about products or services you want to buy, or they are people you want to be like. Why do you like their posts? Chances are it is because something is happening that you like or can relate to in your own world. We should use this mindset in our own social media marketing.

Lastly, you want to make sure that you stay true to your brand. Our panelists talked about how you want to be genuine and clear when communicating with your social media. All employees who are involved in creating and posting social media should all be on the same page to make sure that the message is consistent and aligned with the company’s goals. This is why it is important for companies to seek out resources to spell out their social media policy in an employee handbook to make sure everyone knows what is expected of them. There are plenty of social media policy resources out there for those that are implementing this for the first time, or are looking for an update.

Because remember, “You are what you tweet”.

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Anthony Costagliola

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