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Social Media

Social media's significance has increased exponentially in importance for businesses from all industries. Even though there is a clear and definite need for social media presence, many businesses have unanswered questions as to which platform or strategy will provide optimal returns.

Which to choose?

From Facebook, Instagram, Linkedin, Pinterest, TikTok, YouTube, & many more, how should you know which platform is best to promote your business? Better yet, which social media platform is going to be most successful for your businesses’ profitability? Below provides explanations and a basic roadmap to the Digital Difference Maker’s social media blueprint for success.

Which to choose?

Organic social vs. Paid social

Organic Social:

Organic Social media consists of social media posts. These posts would appear on your business page, and anyone that views, follows, or has engaged with your page can see your posts.

Organic social media is great for branding and informing your customers on the most up to date news going on with your business, but this strategy is most effective when paired with paid social campaigns if you’re looking to and attract more customers. 

organic social vs paid social.png

Paid Social:

Paid social media typically refers to running ad campaigns on a specific social media platform such as: Facebook, Instagram, Linkedin, Snapchat, YouTube, and more. Campaign performance and conversion metrics are comparable to Paid Search and other paid internet marketing platforms (interactions, impressions, reach, conversions, return on ad spend, and more).

Although paid social media campaigns are similarly measured to other types of internet marketing campaigns, they are in a class of their own primarily because of the niche and user base of each platform. Each social media platform is designed and tailored for its audience. Some audiences consist of a very broad range of interests and demographics (Facebook), while others are more specific to a target demographic (TikTok). It’s in your business’s best interest to perform an audience analysis and utilize the correct tailored social media platform in your advertising strategy.

Organic social & Paid social

Social media adaptability

All internet marketing trends are evolving at an exponential rate, but it’s significant to mention that social media trends are amongst the most volatile because of their expedient evolution. Social media platforms can come and go frequently and are still a new advertising platform relative to the seasoned traditional advertising mediums (television, radio, newspaper, and direct mail). This leaves significant challenges for your business’s social media and internet marketing strategies.


Your business’ social media team must have these 3 main characteristics in order to succeed.

Social media adaptability
Social Media Success Factors

Your business’ social media team must have these 3 characteristics in order to succeed. 

Social media success factors

1. Agility

The ability to think and learn quickly but also be adjustable to change and adapt on the fly. Identifying the right type of campaign, ad set configuration, placements, key metrics, and winning ads are all part of the job. In order to be successful, your team must use their intelligence every day and be willing to explore new platform features. Your team must also be constantly monitoring campaign performance to obtain optimum return for your business. 

2. Data

Business and marketing success is a balance of design and science. Social media is no different.

Identifying the correct audience type through a/b or multivariate testing is one example, but it doesn't stop there. Serving the audience the right message at the right moment is crucial. How do we know how to setup the correct ad, identify the target audience, and show them a winning ad copy at the right time? This process is made possible through data analysis. 

Each difference maker has years of experience in analyzing business data. We allow numbers to tell the story of business success and paint the picture of future success. Customer relation software and data management systems are examples of platforms our team and partners takes into consideration when gathering the information about your customer base.

3. Value

Value is the ultimate social media deliverable. Whether you provide your current customers value in information, content, or entertainment, both instances are of “value” to that person and should be considered. Mastering how to provide value while remaining unique is an art form, and is especially challenging with social media platforms.

One challenge unique to social media is determining which type of creatives to use in order to contextualize and connect with individuals at a personal level. Your audience is served a large amount of information daily, so any consideration of how your business stands out will be paramount to your results.

It is crucial to develop & implement your “value” strategy right from the beginning. From free informational resources to brick and mortar in store coupons and discounts, there are many different ways to showcase your business’s unique industry value. Learn how to showcase your business value on social media today!

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