How to Integrate Paid and Organic Social Media into Your Strategy

Digital marketing for an Institution potentially includes expanding reach towards the prospective students and their parents and letting them know more about the Institution.

One of the major question arises in the process is, which strategy should be opted – Organic or the paid social media? Based on the query typed, search engines provide both organic results and sponsored (paid) results. So, is it better to invest the time in writing blogs, managing social media and other types of organic content like various image, directory submissions etc. or should you plan paid campaigns by setting your digital marketing budget on Google and Facebook ads?

Let’s get into details by understanding first what Organic and Paid social media mean.

1. Organic Social Media

The term Organic social media refers to the free content like posts, images, video, Stories, etc. that all users, including brands share with each other on their social media feeds.

Usually, the content is created which will be appealing to your ideal target audience. The audience also is nurtured through marketing emails, SEO-optimized blogs and various submissions. The focus is primarily on providing helpful, informative content that addresses prospectives’ needs.

So, in short, organic marketing works by capturing prospective person’s attention and guiding them toward decision making in your favor.

2. Paid social media

As the name suggests Paid social media is all about advertising. When brands or any establishment pay money to social media platforms, in order to get their content shared with specifically targeted new audience who might be interested, it’s considered as Paid Social Media.

These ads are created to covey apt, to-the-point content along with leaving a significant impact on the prospective audience.

In a way, the paid social media focuses on attracting the new audience and with the best possible appeal, making them to take keen interest, to start with.

3. Integrating Organic and Paid Media

Considering the advantages of both social media marketing ways, using them cleverly is the key. Foundation of combing social media strategies is to use organic social media to help, serve and delight your existing, inclined prospectives, while attracting new audience with the paid ads.

The action plan lies in creating and boosting best of the organic content. Writing the blogs which are loaded with all inclusive information, posting those on various platforms, sharing those in all possible ways like as guest blogs or as submissions on different sites. This also will create a base for the audience which is derived from Paid ads.

The next step is to define and target your prospective audience by accordingly setting parameters. Also, it’s always better to optimize your posts by using A/B Testing i.e. using different creatives, response formats or even different set of audiences to figure out what works best for you and then following it with the set budget.

Another important thing to consider is to plan your budget in accordance with the current need. If you have a substantial prospective base, then it would be wiser to focus on building that trust and relationship by providing value through your content. But if you are yet to build the audience base, then you should be more proactive towards reaching your target audience through paid advertisement as it’s the quickest way to achieve that. Your budget should always strike that right balance of both strategies as current situation demands.

In a nutshell, one should combine paid and organic social strategies to strengthen connection with current prospectives and reach the new ones with best hand forward. Synthesys DigiMark helps you in strategizing your Social Media Marketing in achieving your prospective audience target. Not only we execute it efficiently but also make you feel and see the difference by presenting the improved statistics. Contact us today itself at