Social media is not an elective add-on to your corporate marketing strategy. Long gone are the days where you throw a random assortment of posts on to your company’s social media platforms and call it a win. Organic social media is a powerful and strategic tool that plays a crucial role in your organization’s broader marketing and public relations strategies and can, if done right, nurture your revenue generation.
What is a Social Media Strategy?
But first, let’s get clear on what a strong social media strategy entails and what it doesn’t. According to HubSpot, “a social media strategy is a structured approach to content creation, posting and audience interaction. It involves:
- Defining brand voice and messaging
- Selecting the most effective platforms for engagement
- Setting measurable goals for audience growth and interaction
- Implementing a content calendar based on peak engagement times
- Analyzing performance metrics to optimize strategy.”
A non-strategic approach to social media is something plenty of teams have fallen into, usually due to lack of time or other resources. It can look something like opening social accounts on every platform at once and posting the same overly promotional sales pitch across every channel. Usually this is coupled with an inconsistent posting schedule, branding and messaging, leading to audience fatigue and confusion.
Today, with consistently changing platform algorithms and a larger digital focus, it’s more critical than ever to have a defined social media strategy to ensure your brand stays engaging and relevant for your key audiences. So what kind of benefits can your organization achieve with a strong organic social media strategy?
What Are the Benefits of Social Media?
Brand Authenticity, Trust & Humanization
Organic social media is one of the main ways that your company interacts with customers, and with that, it’s an opportunity to bolster your brand’s reputation by building trust and interacting with your audiences in an authentic way. In fact, authenticity in marketing is increasingly critical, as Oktopost states, “For B2B brands, authenticity is essential for establishing trust, forging genuine connections, and upholding a strong brand image. Unlike B2C, where trust can be more instantaneous, B2B relationships require consistent nurturing, especially on social media where 75% of B2B buyers research solutions.” This authentic content has the added value of humanizing your brand, allowing your company to showcase personality, corporate values and culture, while also building trust and showcasing the amazing people behind your brand.
Beyond your company, it’s been proven that today’s buyers are trusting the people behind the company versus the company itself. That means it’s also essential to extend that brand authenticity, trust and humanization to specific leaders within your organization and ensure they are comfortable and vocal with building a social media persona that benefits their personal brand and your business.
Long-Term Audience Growth & Visibility
Social media also allows your company to develop a community and nurture your audience for the long term. According to the HubSpot 2025 Global Social Media Marketing Report, “Almost nine in 10 [marketers] (85%) agree that building an active community is important to their social media strategy.” But why is it so critical? While paid campaigns can offer immediate reach, organic content nurtures long-term relationships, turning followers into potential brand advocates. A strong organic presence can help your company retain customers and generate repeat engagement without needing to pay for every interaction.
Cost-Effective Visibility
Don’t get me wrong, organic social media takes time and effort to develop, but as it’s free to post on your organic platforms, you have the opportunity to engage with your audiences without ad spend. You also have full control over the content, graphics and timing, making it a cost effective method for getting your message out to your unique audience.
SEO and Discoverability
Let’s talk about how people are finding you. In this digital world, social media platforms themselves are becoming the go to search engines. Users are increasingly looking for brands, products and services directly within these apps.
This is being proven within the industry as a recent Forbes survey found, “A quarter (24%) of people said they primarily use social media to search online.”
Outside of ensuring your organization is discoverable in the in app search features, your organic social profiles and posts also contribute to Google and other search rankings. By sharing engaging content that drives conversations, it increases brand visibility and ranking on search engines. This added reach can also help complement your paid search efforts.
Consumer Insights, Market Trends & Crisis Management
Another benefit organic social provides is the possibility for real-time feedback from audiences through comments, shares and sentiment analysis. Your company can track emerging trends and adjust broader marketing strategies accordingly to help keep ahead of competitors or market changes.
Additionally, when issues do arise, organic social is often the first point of contact between your company and the public. With a strong organic social presence, your team can respond swiftly and clarify misinformation. The earlier mentioned benefit of having an engaged community means your company can help shape conversations rather than merely reacting to them.
Stronger Paid Social Media Performance
Implementing a paid social media campaign before you invest in your organic social strategy really is putting the cart before the horse so to speak. This is because a well-established organic presence improves the effectiveness of paid campaigns, making them more precise and cost-effective. Your company will be able to invest smaller amounts and spend less time fine tuning your paid campaigns, as you’ll already have insights into your audiences and their needs, keeping your cost per lead (CPL) low.
Ultimately, your ads perform better when people already recognize and trust your company through your organic platforms. Retargeting and lookalike audiences also become easier to create when based on your organic social engagement, making organic social a key component of your paid strategies.
Ready to Create Your Social Media Strategy?
It is essential for your company to build an organic social media strategy that focuses on authenticity, community building and quality content that resonates with your audience–for your brand and your people. When you do this effectively, social media is an investment in your company and brand’s long-term health, reputation and audience relationships. When you integrate these efforts effectively into your broader marketing strategies, it has the added benefit of amplifying everything from advertising return on investment (ROI) and sales to thought leadership positioning and brand loyalty.
At W2 Communications, we help our clients develop their organic social media strategies to bolster their broader marketing strategies and executive brands. Check out our organic and paid social media offerings and contact us if you want to learn more.