Your business is actively posting on social media. But do you understand the key differences between organic and paid posts? Both have distinct advantages but work best when implemented together in your social media strategy.
Organic social media include posts that live on your company’s profile page and can be seen by your audience without paid promotion. Followers of your page may see updates within their feeds, but evidence shows that organic exposure is limited because of how top social networks prioritize users’ feeds based on past behavior and preferences. To use Facebook as an example, only about 2% of your followers may be exposed to your organic posts.
Paid social media is anything that is influenced by advertising dollars spent. If a post in your news feed include a “Sponsored” or a “Promoted” tag, that is considered paid social. Paid social media includes boosted posts or ads that can be targeted by a variety of demographic and behavioral factors, depending on industry. For more information on potential targeting restrictions and how to overcome them, check out this article.
Why do you need both?
A solid organic strategy improves your online presence and reputation, and a paid strategy increases your brand’s reach and awareness to targeted audiences. Although managing both aspects of social media takes time and planning, the results of can be well worth the effort.