Why Organic Social Media Content Still Matters
But that doesn’t mean you should chuck your organic content plan to the side. It still matters … here’s why:
People are on social media for entertainment. They are looking for meaningful ways to engage and connect. Why? Because it’s useful, helpful or fun (preferably all three).
Brands need to keep one question front and center when it comes to the organic content they produce for social media: How can we deliver value to our audiences?
If your social media feeds are chock full of valuable content, your audiences will want to engage, they’ll keep coming back for more and – because you regularly deliver valuable content – they’ll be more tolerant when you finally ask them to convert (i.e., make a donation, buy what you are selling, sign up for your newsletter, etc.)
It’s important to take a step back and remember that brand affinity doesn’t come from having killer creative. It comes from building that trust and alliance over time. Ads can ask people to listen, organic content can make your story sing.
Embrace the opportunity to use social media to deliver customer service. It’s not breaking news that more and more people turn to social media as a customer service resource. By having a strong organic presence, you are embracing the opportunity to be a brand that delights its customers.
Social media allows you to have conversations with your loyal followers and customers. This includes listening and responding to what they are telling you, which is a cheap way to get to know what’s resonating and then apply those learnings to your paid advertising campaigns.
That brings us back to the top. Let’s recap with a full-circle moment:
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