Organic Social Media Is It Pertinent To Content Marketing Or Just Social Proof?

Social proof is a phenomenon coined in 1984 by Robert Cialdini. The idea is that people copy the actions of others in an attempt to emulate behaviors that are perceived as correct.

The rise in popularity of organic social media was due to the isolation of the pandemic and social media influencers. However, is this popularity rightfully so, or are brands copying other brands, just to jump on the bandwagon?

What Is Organic Social Media

Organic social media is any free content that users, businesses, and brands share with the world via their social platforms.

Organic social media is different from that of paid social media in the sense that it is when brands pay money to have their content shared with specific new targeted audiences.

The Benefits Of Social Media

Hootsuite, one of the top 100 software companies in 2021 stated that brands use organic social media to

establish their personality and voice
build relationships by sharing informative, entertaining, and/or inspiring content
engage customers at every stage of their buying journey
support their customers with customer service

Types Of Organic Content

According to Sprout Social a social media management and intelligence tool, there are 4 types of organic social content that companies should utilize to drive engagement.

Content that intersects your culture with the current moment
Content that features your community’s rallying point
Unpolished videos
Content that plays on your community’s sense of humor

Content That Intersects Your culture With The Current Moment

This includes organic content that brands can create by tapping into current trends in pop culture.

The company Saatchi and Saatchi London cleverly took advantage of this intersection in January 2020 when Harry and Meghan decided to leave the royal family. When the news leaked, copywriter Ryan Price, working on behalf of his client Expedia quickly place printed ads with the caption “Canada, escape the family” right across from the newly written article about Harry and Meghan all over newspaper outlets.

Content That Features Your Community’s Rallying Point

Most brands have someone or something that consumers join together to support. It’s a focal point that ties a brand’s consumers together.

For example, it could be a figurehead, logo, or chant. For the fans of the Seattle Mariners that focal point is their mascot the Mariner Moose.

Unpolished Videos

Unpolished videos are videos that are unplanned, unfiltered, unedited posts, and oftentimes user-generated content (UGC).

McDonald’s TikTok is a great example of how brands can utilize free UGC to build relationships with consumers.

https://www.linkedin.com/embeds/publishingEmbed.html?articleId=8982271252525773784&li_theme=light

Content That Plays On Your Community’s Sense Of Humor

There is no greater medicine in life than a good laugh. When brands use humor, it not only grabs consumer’s attention but is also memorable and compels consumers to share the content with others. Therefore increasing a company’s organic social media.

Wendy’s Twitter channel is a fan favorite for being unapologetically humorous, quick-witted, and savage to its competition

This tweet alone was retweeted 287K times with over 8K replies and was the most engaging tweet for Wendy’s in 2017.

Wrap Up

As you have seen, in accordance with a brand’s personality and tone, organic social media has allowed brands the opportunity to generate immense recognition and conversion. If you don’t believe me, the proof is in the pudding.

ReDrew Innovations