Blending Paid Social with Organic Social

The Social Marketing Mix

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Blending Paid Social with Organic Social
[ Social Media]

Now that social media participation has become an integral aspect of the marketing mix, businesses are finding ways to increase the return on their social participation through paid amplification.

The impact on SEO alone can make this an attractive place to invest real dollars and Facebook’s growing importance for marketing is poised to threaten Google’s stranglehold gained through our dependence on organic search.

While initial social media initiatives were focused primarily on building and engaging in organic ways, smart marketers are now adding paid campaign support to the social mix very much like search engine marketing relies on PPC ad support.

This two prong approach still relies heavily on the creation of content worthy of sharing, liking, and following, but adds the dimension of paid campaigns to highlight and spread the published content.

Lead generation in this content driven social model is still a metered blend of advertising, public relations and referrals, but social is the mechanism driving the discovery and the conversation surrounding this powerful form of lead acquisition.

Armed with the tools to measure the effectiveness of any campaign in terms of likes, visits, mentions, and conversions, marketers are turning to campaigns that include sponsored blog posts, Google PPC, and Facebook Ads to create content awareness and social engagement over all things – and this may indeed be the most effective form of advertising currently available online.

The key to the effectiveness of this approach resides in building the organic side first. Paid social support is much more effective at producing results when you already have 10,000 Facebook Fans than it is at supporting the launch of your participation in a network where little engagement exists.

This is a trend that large organizations and agencies have been jumping on heavily over the last six months, but it’s a model that even the smallest of organizations needs to learn to embrace as a foundational lead generation approach.

Originally published on Duct Tape Marketing

Blending Paid Social with Organic Social
About John Jantsch
John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World's Most Practical Small Business Marketing Guide published by Thomas Nelson - due out in the fall of 2006 He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com WebProNews Writer
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  • http://fbtrafficsecret.com Facebook Marketing Tips

    The way internet and the search engines are changing, both big and small businesses need to implement the latest social media marketing techniques along with ranking high in the organic search engine results.

  • http://xhibitswebdesign.com Souleye

    john, thank you for the article. I like you, I like your book but as a marketer it’s gonna be hard for you to sell me on to facebook. marketing on facebook requires many years of experience and very deep pockets like ford motor company. still, the jury is out there on the merits of advertising on facebook as opposed to platforms like adwords. theoretically, facebook demographic is more targeted but reality is that you’re tallking to people who’re not listening. while on search, they’re already looking for you. through freebies at them, of course they’re gonna like you but as soon it’s used up, they may right back and like your competitor for the same reasons. remember the song ‘money can’t buy me love’? well, it’s not always true…

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