To the untrained eye, increasing organic social might seem as though it is a daunting task. When in reality, this is quite simple. It just takes a dedicated marketer to make it happen! To start, follow these steps:
Step 1: Focus your efforts in the correct place. Not every brand is built for every platform. First and foremost, you must know where your brand performs the best. Is it Facebook? Pinterest? Instagram? Facebook AND Pinterest? Answering this question will assist you in finding where your brand’s true audience lives and where they do not. After you’ve determined where your brand should live, one needs to begin the optimization process.
Step 2: Optimize your profiles. From your brand’s username to logo to description, everything should be in alignment and cohesive. Also, reviewing your profiles for optimizations often is critical too. Plan to review them at least quarterly for ways you can adjust either seasonally, or simply because technology is changing and you have more features/functionality at your fingertips.
Step 3: Create relevant content. Easier said than done, am I right? When going the organic social route, one needs to keep in mind that your brand's posts need to engage its audience. Even if your brand isn’t in a very exciting industry; your brand needs to create posts that stand out, regardless of the subject matter. Creating content that is timely (holidays, news, etc) is important, but also creating evergreen content should be the backbone of your strategy. What I am trying to get at here is, do not only publish content that has an expiration date. Some examples of this are trying to solve common or persistent problems within your brand's industry. Or, try to be educational. An engaged audience is a happy audience. When your brand becomes complacent on social media is when you begin to lose engagement and, ultimately, followers.
Step 4: Work smarter, not harder. Did you know that the average Facebook user is subjected to over 1,500 stories per DAY? This might prompt some brands to try and post more in hopes that their followers see their content and engage with it. But this is not always the answer. Quality over quantity. Instead of focusing on how many times your brand posts, focus on the type of content you are posting. Posting less with higher quality content will increase organic reach more than spamming your followers.
Step 5: Respond quickly. The rule of thumb is to not let a comment or post go without a response for longer than 72-hours. If you have a team that can respond quicker, great! Otherwise, aim for this rule of thumb to help maintain a healthy relationship between you and your audience. Additionally, organic social also allows your brand to post UGC or user-generated content. This can promote positive interactions between brand and audience while simultaneously relieving your marketing team of content creation. Even though there isn’t a scientific formula on this, Buffer blog has suggested to post up to twice per day on your Facebook feed as long as you have relevant content. But not all businesses are the same, so practicing with posting frequencies to see what is best for your brand is always recommended.