Social media marketing is comprised of two crucial elements. Paid social, and organic social. Using paid social media enables brands to put their social media posts in front of the right audience. Platforms like Facebook and Twitter track a wide range of demographic and interest data of their users. This information can then be used by paid social media specialists to ensure a brand’s post is seen by the people more likely to be interested in it and therefore click, engage or convert (depending on the objective).
Paid social media posts are always marked as such. Organic social involves posting about news or products on your social channels for free. It provides a means by which organisations can showcase their content to an engaged community producing a high turnover of easily consumed, quality content. Social media marketing also plays an important role in retaining existing customers. It allows brands to respond to queries and complaints which is a critical part of audience retention.