¿Te cuesta transmitir la importancia del equilibrio orgánico y de pago en las redes sociales a las partes interesadas?

2/2 continued... To make matters more complicated… Someone may see your brand on social media, engage with it, and then Google your brand to schedule a call. You see this call as direct traffic from Google, but the true starting point was when the person saw your social media post. So what can you do? A good way to start measuring dark social is to ask people, “Where did you hear about us?” and begin tracking those results. Compare them to what Google says.

Organic Value Organic social media forms the foundation of your online customer relationships. Here, you share valuable content, engage in conversations, and build community. This approach fosters trust and loyalty because it focuses on providing value rather than direct selling. When explaining this to stakeholders, highlight that organic content is a long-term investment in brand reputation and customer engagement, crucial for sustainable growth. It's your brand's voice, resonating on a personal level with customers.

"Content is king, but trust is emperor!" - Bill Gates (source: [Bill Gates content is king quote ON Microsoft microsoft.com]) How can assertive influencers leverage organic social media to build trust and loyalty for a powerful personal brand? Method: Regularly share valuable content (think tutorials, industry insights, behind-the-scenes) that sparks conversation and fosters a community (source: [influencer marketing hub personal branding ON influencermarketinghub.com]). Vision: Become a trusted source, not just a salesperson. Pragmatism: Organic content builds long-term brand reputation and customer loyalty, driving sustainable growth

The key thing to think about here is DATA. Stakeholders can be a funny bunch (in the nicest possible way) and may not have the grasp of analytics as you will as a social media expert. To this end, it's a balance between education, and giving them the cold, hard data that they need. Make it really simple, and speak in their terms. I'd think about focussing on metrics such as 1) New conversions (how many leads have been created from social). 2) Reach of employee-shared content. Stakeholders are trying to find ways of reducing spend on advertising right now, and a great way to showcase this is through showing them the amplified reach of employee-shared content when compared to paid. This data is always VERY interesting to the c-level.

The really hard part of tracking the value of organic content is a lot of the value is created through "dark social" or hard to track channels. For example, you make a post on social media, someone sees it and shared it with your their friend. While you may make a sale or have a new lead because of this share, there’s little that you can do to identify where the lead came from; it’s a form of dark social because you don't know where the person is in the buyer’s journey or where the lead came from. So what can you do? 1/2

Social media reach is vanity, engagement is sanity." - Unknown (but very true!) How can assertive influencers leverage paid social media to maximize their reach and impact? Method: Target specific demographics, behaviors, and interests with paid ads to expand their audience beyond organic reach (source: Social Media Examiner 2023 Influencer Marketing Trends). Vision: Become a thought leader by reaching a wider, highly relevant audience. Pragmatism: Paid social media is measurable, allowing for data-driven adjustments and maximizing lead generation in the short term (source: Social Media Examiner 2023 Influencer Marketing Trends).

Paid Power Paid social media serves as your megaphone, amplifying your reach to specific audience segments who may not discover you organically. This strategy involves investing in targeted ads aimed at demographics, behaviors, and interests aligning with your brand's goals. Explain to stakeholders that paid social media can enhance visibility and lead generation in the short term, offering measurable results for data-driven decisions. When balanced with organic efforts, it effectively complements the engagement you've naturally built.

Here’s where the magic happens—when you combine both! Organic builds the foundation and trust, while paid can supercharge your reach and engagement. It’s like having a solid team where each player has their own strength, and together, they win the game. Explain to your stakeholders that a balanced strategy leverages the strengths of both approaches, ensuring a robust and dynamic social media presence.

The synergy between organic and paid social media efforts forms a holistic strategy that leverages the strengths of both. Organic efforts provide a foundational level of engagement and build an authentic brand presence that resonates with consumers. Paid efforts then capitalize on this foundation by targeting specific goals such as promotions or product launches. Illustrating how these methods support and amplify each other helps stakeholders understand the necessity of investing in both. This balanced approach maximizes overall impact on social media presence and drives better business outcomes, making it clear that a combined strategy is essential for success.

In an ideal world, we would want to build brand awareness, share quality value-add content frequently, & then come up with a targeted marketing campaign for a pre-launch buzz, a launch, & sustenance. A client who was <2 months away from launching their platform came to us - asking for a sure-shot way to go viral. No time to go the "slow-&-steady-wins-the-race" route? A formula to go viral: Impeccable content - centred at the value proposition of the platform - in the catchiest way possible. But if you're in it for the long-haul, you HAVE to build brand awareness, gain the trust of audiences, & also ensure you don't lose the users you gained with paid ads. Paid ads + a great product + value-add authentic content = guaranteed success.

There's always confusion about what's best: organic or paid. Well - both! • Looking to build relationship with your existing audience? Go for organic • Want to reach out targeted audiences? Use Paid. Do you want both of the best worlds and also gain new followers? Use both! This way you not only attract new customers to your channel with paid activities, but also, keep that relationship ongoing by applying organic strategies.

80% of CEOs believe social media directly impacts their bottom line." - Sprout Social (source: [Sprout Social social media impact on business ON sproutsocial.com]) How can assertive influencers translate social media benefits into a language stakeholders understand? Method: Focus on ROI by showcasing how organic content builds brand loyalty, reducing customer acquisition costs (source: [impact of social media on customer acquisition ON Social Media Today socialmediatoday.com]). Vision: Present a long-term vision where organic efforts create a strong foundation for paid campaigns, leading to more cost-effective marketing. Pragmatism: Demonstrate how a balanced approach aligns with business goals, ultimately boosting the company's bottom line

When talking to stakeholders, use terms and examples they can relate to. If they’re numbers people, highlight the ROI of paid campaigns and the cost-effectiveness of organic growth over time. If they care about brand perception, emphasize how organic content fosters authenticity and trust, while paid campaigns can strategically boost visibility and reach specific goals. Tailor your message to their interests and concerns.

Organic content is the seed, paid social is the fertilizer - both grow your brand garden." - (Made-up quote, but you get the idea!) How can assertive influencers propose a balanced social media budget to optimize results and satisfy stakeholders? Method: Allocate resources strategically. Organic content creation leverages creativity for long-term brand building, while paid social provides targeted reach with measurable results (source: Social Media Examiner 2023 Influencer Marketing Trends). Vision: Showcase a diversified approach that maximizes budget efficiency and minimizes risk. Pragmatism: Balance allows for course correction based on data and trends, ensuring optimal use of resources and a healthy return on investment

It’s crucial to explain that balancing the budget between organic and paid is like diversifying investments. You don’t put all your money in one place because that’s risky! A mix of both allows for steady growth with room for quick pivots and opportunities. Reassure your stakeholders that this balanced approach optimizes spending and minimizes risk, ensuring the best bang for their buck.

Likes are lovely, but loyalty pays the bills." - Unknown (but financially savvy!) How can assertive influencers use measurement to demonstrate the value of both organic and paid social media? Method: Track engagement metrics (likes, comments, shares) for organic content to gauge audience loyalty and brand affinity What to do: Analyze conversion rates and cost-per-click (CPC) for paid campaigns to measure immediate ROI and optimize spending (source: [impact of social media on customer acquisition ON Social Media Today socialmediatoday.com]). How to do: Present a combined view of metrics, showcasing how organic growth builds a foundation for conversions driven by paid campaigns.

Looking at success is super important, as it allows us to measure the impact of organic and paid social media strategies. Showing that while organic slow may be slower and require more patience, it builds trust

A great way to show the impact of your organic social media efforts to your stakeholders is to use social listening tools that measure your brand sentiment, engagement and conversions. Social listening goes deeper than post likes and views and dives deep into what your online community is saying about you. The purpose of social media is not to get likes but to build a digital touchpoint for your brand that your customers can interact with an build a community around.

Remind them that social media is an ever-evolving landscape. Staying flexible and open to adjustments is key. Keep the lines of communication open for ongoing discussions and adjustments to the strategy based on what’s working best. And, of course, keep an eye on trends and industry shifts to make sure your approach stays fresh and effective. Being adaptable is crucial in this fast-paced digital world!

Organic social media allows for genuine interactions with your audience. It helps build a loyal community, foster brand advocacy, and maintain authenticity. These interactions are vital for long-term brand equity and trust.