Social Media Optimization
The biggest difference between paid and organic social media campaigns is the ability to really drill down and target your audience with paid ad spend.
Using Facebook as an example, let’s compare the difference between an organic vs paid campaign and the possible reach of each. With a regular ‘ol organic post on Facebook, other than publishing awesome content, you can only cross your fingers and hope for the best as you really have no idea how many people you’re going to reach until after you’ve reached them.
Contrast that with a paid post on the same platform where you can target by such demographics as: age, gender, location, language, interests, behaviors, connections, birthdays and even place of work. And because there are so many targeting options available, it means that there are a lot of variables to test and tweak in order to retain the best possible ROI.
Your social media strategy – organic, paid or a combination of the two – Always be monitoring and tweaking your campaigns to get the highest possible ROI.
Paid advertising on social media must be treated very differently than PPC (pay-per-click) campaigns such as Google Adwords. The main reason behind this is due to the mindset of the user. There’s little doubt to what the person searching Google for “Facebook for business course” is looking for. Contrast that with someone who is surfing around Facebook, checking in on what their friends and family are doing. As you can imagine, the conversation (ad copy) that’s required to move the latter person from Facebook to your site will be a much different conversation than the one you’ll create to target Google searchers.
With Google, you write ad copy that speaks to the keyword being searched for. On Facebook, you’re trying more to distract someone into looking at your ad – and then provide value wherever you’re sending them.