Using Organic Social Media to Create a Deeper Brand Relationship

If you’re trying to get your brand in the face of consumers social media is the place to be. With over 4.7 billion accounts across different platforms, social media is a major hub of potential to reach new customers and connect with active consumers of your product. This is done in two ways, through paid and organic social media. It’s probably best you do a bit of both but today we’ll be coving the uses and advantages of organic social media. You can check out my previous blog post to see the uses and advantages of paid social media here.

What is Organic Social Media??

Organic social media is free content that is shared with your followers on their feeds. This content can include posts, videos, stories, or trends that are popular around your industry at the time. These posts are most likely reaching your followers who represent consumers that have used your product or service before. As simple as it sounds it creates a connection with those consumers that can develop into a deeper relationship between them and your brand.?

Organic is Deeper Than Awareness

As organic social media has elements within your content to bring more exposure to new consumers it strives at connecting to consumers that are further along their journey. Paid social media brings great awareness to your brand while organic brings more interest and desire toward your product. Industry data on employee advocacy states that customers who are acquired through social selling are seven times more likely to lead to a conversion. Being able to make conversions starts with understanding who and where your audience is on social media through social listening.?

Social Listening

One way a strong connection can be formed between your brand to the consumer is through social listening. Social media is one large transparent focus group that you can use to improve your brand and product. Consumers inevitably will leave you valuable feedback on posts and using social listening can give meaningful feedback on what your product is currently doing well or what you can improve upon. Sprout Social's advanced listening tool allows you to combine all this valuable data into one place and provide your company with an outline of where your product stands in the hands of consumers and who they really are.?

Customer Care

Another way to develop distinct customer relationships is through customer care. According to Sprout Social, examples of customer care include:

• Having a self-service help center
• Educating customers about your product via social content
• Interacting with customers consistently (even before they make a purchase)
• Having answers and information on-hand before someone reaches out
• Offering personalized service that goes beyond automated responses

Customers are not wanting to feel as if they are chatting with an AI chatbot when voicing their complaints or giving your brand compliments on social media. Providing a caring tone will go a long way in connecting with these customers as you work to deepen your brand relationship.

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