How Businesses Use Organic Social Media

Organic social media is the use of free online content (posts, photos, videos, memes, etc.) that users and businesses share with each other on their feeds.

Today, most of us as consumers are on some sort of a social media channel and engage in the posting, following, and liking of our content of interest. From a business stand point, there are many advantages to utilizing social media that helps businesses connect with their customers at a large and costless scale.

Benefits

Organic social media offers businesses the benefits to:

• Establish their voice and personality.
• Build relationships and trust with their followers.
• Post informative and inspiring content.
• Offer fast and personal customer service.

Using organic social media can further amplify a businesses connection with their followers to create loyal and engaged customers.

Uses

For more than just branding and awareness, various creative tactics through organic social media marketing allows businesses to boost their online customer engagement. By authentically connecting with their following, businesses use social media in ways to attract and retain followers.

• Advocates are an increasingly popular way for businesses and brands to add a new level of personalized influence. Word of mouth marketing is a powerful tool online, and real customers that praise your products or services with user generated content is a great resource for businesses to re-share for increased credibility.
• Memes are a way businesses can express a culturally relevant idea in a fun and creative way. Marketers use memes to communicate in the online-consumers' language and promote engagement and memorable content that correlates with the brand and current cultural humor.
• Conversational Commerce is how businesses directly communicate with customers on their social channels to provide support and assist in considerations. Through chat boxes, direct messages, and comment replies, businesses speak personally to the consumer for genuine assistance.

B2B vs B2B

B2B and B2C companies both rely on organic social media for strategic promotions and building strong relationships. Their differences in audiences is what sets them apart in their social media efforts.

B2B: Business-to-business companies promote products and services to business clients and prospects. Focusing on long-term goals, B2B companies focus their social campaigns on increasing awareness, credibility and educating their audience.

According to Hootsuite, by 2025, 80% of B2B sales interactions will occur on digital channels. B2B companies best utilize corporate platforms such as LinkedIn, which is a top-performing organic platform for B2B conversions, to target where their customers are. While it feels more formal than B2C advertising, B2B companies excel when they focus on creating a buyer persona and design content that connects and speaks to real people.

B2C: Business-to-consumer companies have similar goals, but focus more on creating compelling and engaging visuals to interact with consumers. Consumers expect businesses to have a social media presence and provide them with authentic content.

Hashtags, trends, influencers and visually appealing content is what drives B2C engagement on social media. Consumer led platforms like Instagram, YouTube, Twitter, and Facebook are where B2C companies are able to create a unique presence which creates brand recognition and draws followers.