Organic vs. Paid Social Media: 5 of the Biggest Marketing Myths
However, you need to remember that even the biggest budget or perfectly segmented audience can’t work without organic content. Just put yourself in your audience’s shoes for a moment and imagine that you’ve come across a paid social media campaign that catches your eye. You click on the sponsored post and end up on the company’s profile. You scroll through their posts and notice that they barely have any content. You’re not able to learn anything about the company, so you just leave without taking any action.
The main takeaway: Use a mix of both organic and paid social for the best results.
3. Paid Media Is Earned Social Media
We have to disagree with people that claim paid social media is earned social media. Here’s why:
You pay to display your adverts or messages to social media users according to a user profile you choose beforehand. And paying for it does not mean you’ve earned it. Nobody denies its effectiveness — paid social media offers possibilities that can exceed your wildest dreams. But, when we’re talking about organic social media, we’re talking about building a community and fostering relationships with its members.
Through organic reach, you can learn about what your customers think and say about you. However, this will require hard work and perseverance on your part, since results can take a long time to show.
4. Paid Social Media Is Not Authentic
Another misconception people have about paid social media is that because it lacks authenticity it is not as effective as organic social media.
The truth of the matter is that sponsored posts target a specific audience and provides them with a clear solution to their problems. That eliminates the need for extensive research. So, yes, paid media is less genuine than organic social media, but that doesn’t necessarily put it at a disadvantage. The former is effective and straight to the point (you have a problem, here’s the solution,) while the latter focuses more on nurturing and building long-term relationships.
5. Only Paid Social Media Will Generate Quality Leads
With organic social media being associated more with brand awareness, it’s understandable why some people would think that paid media is more effective at capturing quality leads.
However, they ignore an essential trait of organic social media: the fact that it enables you to listen to your audience. Sure, it’s more time-consuming, but monitoring brand mentions can help you understand what people like or dislike about your products/services. With this valuable information at hand, you can tweak and adapt your marketing strategy accordingly.
Social media can feel a bit intimidating, especially if you’re just now embarking on this journey. There are so many platforms, and things change so fast that if you blink once you may find yourself left behind. Be vigilant, keep an open eye for new trends, and stay away from these myths.