By now, you’ve probably heard people talking about the shrinking reach of organic social media posts. You’re probably wondering: Should I still invest time, effort, and resources in an organic social media strategy in 2022?
Organic social media is still valuable in 2022, and it can help you connect with prospects, build relationships with customers, and boost sales. For your organic social media strategy to stay relevant, you must keep up with the changes on the platform.
Imagine you’re a surfer, and the social media landscape is your ocean. You watch for a rising wave — or in your case, a new social media feature or industry shift — that you can ride.
You must paddle fast to catch the wave, stand on the board at the right time, stay balanced, and ride the wave towards the shore. Marketers, likewise, must strategize and execute strategies quickly, and strike a balance between organic and paid social media to succeed in the playing field.
If you’re excited to ride the waves, you’re in the right place! Keep scrolling to learn more about the following:
- Organic social media strategy
- The benefits of organic social media
- Organic social media vs. paid social media
- Creating an organic social media strategy in 2022
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What is an organic social media strategy?
An organic social media strategy is your plan to promote your business on social media. A good strategy involves using free tools and posting content on social media to engage with your audience. You can share content like posts, photos, videos, memes, and stories on your page.
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What are the benefits of organic social media?
Now that you know what an organic social media strategy is, let’s delve into the benefits of building your strategy.
An organic social media strategy is a critical component of your marketing strategy because it helps you strengthen your connection with your customers at scale. It makes sense because there are 5 billion active users of social media!
When planned and executed properly, you can reap these benefits of organic social media:
- Sharing your brand story to a wider audience for free
- Establishing your brand’s personality, values, and positioning
- Building and strengthening connections with your customers and prospects by sharing informative, inspiring, entertaining, and shareable content
- Engaging with your customers
- Supporting your customers with their concerns or questions
- Cultivating a community surrounding your brand
Organic social media vs. paid social media: Which one should I focus on?
Before we dive into creating an organic social media strategy in 2022, let’s not forget that a holistic approach to social media marketing requires both organic and paid strategies.
Think of organic social media and paid social media as two different kinds of surfboards — they are both great equipment, and they are used for different purposes. You’ll use both organic and paid social media to achieve your brand’s goals.
Use organic social media when you want to:
- Nurture your connection with your existing customers or audience
- Tell your brand story
- Establish your brand’s credibility
- Offer customer service support to your existing customers
Use paid social media when you want to:
- Reach new audience, or lookalikes of your existing customers and followers
- Retarget social media users who engaged with your posts or page
- Push a target audience to become leads and convert
- Boost a highly engaging or shareable organic post
In summary, it’s not about organic social media vs. paid social media. They are both valuable to your social media marketing strategy. Use organic social media to nurture your relationships with your existing followers and customers. Leverage paid social media to target new users and convince them to become leads.
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Creating an organic social media strategy in 2022
Having a solid social media marketing strategy involves both organic and paid. Now let’s create an organic social media strategy with these tips:
- Identify the social media platforms you’ll focus on
- Make it easy for customers to find you on social media
- Plan your organic social media posts monthly with a content calendar
- Follow the 80/20 rule for your helpful and promotional organic social media content
- Join groups and communities relevant to your brand
- Measure and monitor your organic posts’ performance monthly
Let’s dive into each one:
1. Identify the social media platforms you’ll focus on
Before you can launch your organic social media strategy, you must choose your platforms. This tip also applies to your paid social media strategy. Identify the best social media platform for your brand by looking at where your target audience spends their time.
Not quite sure which one they prefer?
Reach out via email to do a quick survey among your existing customers. Take this opportunity to thank them for being loyal customers and inform them that you wish to connect with them on their favorite social media platform. You can then ask what social media platforms they frequently use.
Monitoring your competitors’ organic social media presence and activity can also give you an idea on where your customers and prospects are. Once you’ve identified the social media platforms where they are, you can decide which platforms you can pour efforts into.
Finally, look at each social media platforms’ user demographics and match that with your customers’. Is your business interested in reaching more U.S. adults aged 18 to 29? Consider Instagram, Snapchat, and TikTok. According to Pew Research Center data, 71% of U.S. adults aged 18 to 29 use Instagram, 65% are on Snapchat, and 48% use TikTok.
2. Make it easy for customers to find you on social media
Maximize your social media presence by letting your customers and prospects find you. If you’re on multiple social media platforms, use the same account name on all of them to make it easy to find you on any platform.
Link your social media pages and accounts to one another. You’ll also want to link to your social media pages on your website. This way, your website visitors can also check out your organic social media posts and interact with them!
3. Plan your organic social media posts monthly with a content calendar
A content calendar is a simple yet important tool for your organic social media strategy. It’s a good practice to plan your organic social media content a month in advance.
Why? A content calendar gives you an overview of your organic social media content for the month, helping you create a cohesive strategy and identify content gaps. Your content calendar can also aid you with balancing your content every month, so you don’t overshare one type of content.
Preparing for seasonal and holiday posts to stay relevant among your followers is also one of the benefits of a content calendar. It’s nice to honor mothers during Mother’s Day weekend with a heartwarming Instagram reel or image. You can promote your Father’s Day sale when the occasion comes around.
4. Follow the 80/20 rule for your helpful and promotional organic social media content
The 80-20 rule still rings true in 2022. This rule means your content posts should be 80% informational, entertaining, or educational. Posts promoting your products and services should be only 20%.
Think like a social media user. You would appreciate brands that share helpful posts. So, when it’s time to think of a solution to their problems or needs, you’ll remember the brand that educated you, made you smile, or made you laugh.
5. Join groups and communities relevant to your brand
Groups are excellent avenues for you to get a pulse of your target audience. Use it as a social listening tool.
Are your target customers talking about your brand or your competitors? What are their pain points? What solutions are they seeking from these groups?
You can chime in, and share ideas, and solutions. Refrain from hard-selling, though. Establish your brand’s credibility, and someone else may recommend your business as a solution to a member’s needs.
I joined a few dog groups on social media to read product reviews and exchange canine enrichment ideas from fellow pet owners. Despite having no obtrusive brands promoting their products on these groups, these online communities have convinced me to try new toys for our puppies!
6. Measure and monitor your organic social media posts’ performance monthly
Finally, don’t forget to evaluate your organic social media posts’ performance. Know the right metrics to track and aim to have a better organic social media strategy the following month!
Which topics were your audience interested in? What type of content did they consume more of? Which social media posts led the most number of visitors to your website?
By evaluating your organic social media strategy’s monthly performance, you’ll find out which topics resonate well with your audience. You’ll also discover your customers’ concerns, pain points, and attitudes toward your brand.
These insights can help you plan your next organic social media content calendar and let you know more about your customers.
Kickstart your organic social media strategy in 2022
Organic social media is still a valuable tool to help you nurture relationships with your customers.
If you think you need help creating an organic social media strategy in 2022, WebFX can help. Our team has crafted 165,000 posts for our clients, so you can feel confident we’ll craft engaging social media posts for your business.
Clients can’t get enough of our social media services.
“We have had so much success with WebFX, we have partnered with them on an additional website and project. We could not be happier or luckier to partner and work with WebFX.”
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