Whether it’s Facebook, Instagram, Twitter, or LinkedIn, social networks are essential marketing channels for more and more companies in 2020. For an SME, it becomes challenging to stand out from the crowd on these platforms without an original and robust strategy. Add to that a continued drop in the organic reach of business pages. You get a feel for the challenge that awaits community managers in building a digital community organically.
Does that mean you have to ditch the idea of creating a Facebook or Instagram community in 2020 if you don’t have $100,000 in the web marketing budget? Not at all!
In 2020, creating a social community without paying for advertising is difficult but still possible. You will have to arm yourself with a method combining creativity, analysis, and organization.
What is an organic social community?
On social media, an organic community refers to your audience gained through your posts’ natural reach, without using paid advertising like Facebook boosts.
Community managers use several criteria to assess a business page’s ability to create and grow its social community organically, including:
- The engagement rate on publications (number of interactions or size of the community)
- The scope of the publications (number of views)
Social media as a part of your marketing strategy
If companies’ investments in social media have been increasing continuously for 5 years, the place of these platforms in their users’ daily lives is also increasing.
Between the end of 2019 and June 2020, the average daily time spent per person on social media increased by 8 minutes to reach 144 minutes.
B2B and B2C companies are following the trend and are investing more and more resources in social media to develop their notoriety, brand image, and sales. By 2025, it is estimated that the share of social investments should represent nearly 20% of marketing budgets, compared to nearly 11% today (The CMO Survey).
Build your strategic objectives
Before you jump into creating your first posts, take the time to establish your social media goals.
How do you want your brand to be perceived? Who do you want to be visible to?
To answer these first questions, as well as to define your SEO objectives, we recommend that you start from your overall objectives and define the basics.
Define your mission: who are we?
Your mission must:
- Determine what the company is doing
- Specify the products or services offered
- Specify the target market
- Emphasize the distinctive character of the company
Define your vision: where do we want to go?
Your vision should:
- Specify the direction and uniqueness of a business
- Give a meaning
- Present a challenge to the organization that everyone will strive to meet Define your values: what do we stand for as a company?
Your values should:
- Mention the convictions and principles of the company
- Be defined by management
- Guide attitudes and behaviors, both employees and managers Define your sales promise: do we apply our values?
The promises must:
- Concretize the values through clear and non-interpretable applications of them;
- Being binary: is it or is it not?
Define your persona or typical user
Do you know what most successful brands in building a digital community have in common?
They know exactly who they are talking to.
To use the right word and the right format in your posts, you need to know your persona inside out.
A persona is an imaginary character representing a target group, community, or segment in developing a product, service, or marketing activity. The persona usually has a first name and social, behavioral, and psychological characteristics.
Identify key platforms and adapt the tone
Does your business have to be present on all existing social platforms? Unless you’re a multinational corporation with multiple personas, the answer is probably no. Depending on your personas, business model (B2B, B2C), and your sector, certain platforms will be preferred.
To guide your choice, base yourself on the following analysis and cross it with your persona’s characteristics.
Adapt the tone and format to the platform
Each platform has its codes and its language. We don’t do Facebook on LinkedIn and vice versa.
For example, you could offer content in a PDF carousel format with a “pro” tone on LinkedIn and repackage it with a simple image and some emojis on Facebook. The message is the same, but the form changes.
Finally, in your publication calendar, you will have to adapt your publications’ distribution between the platforms to be sure not to abandon one more than the other.
Create and distribute content effectively
As is often the case in web marketing, your success on social media largely depends on the regularity with which you manage to maintain the highest level of quality in each area.
Creating a unique post with the best text, the best image, and the best message is within many businesses’ reach. The companies that manage to build a social community organically over time are those that manage to repeat the process every day, year after year, with a consistent level of quality. Sometimes, all it takes is one bad post to disappoint your followers, as our webinar guest recalled.
Measure and adapt your strategy
To be able to create a social community and grow it over time, you will finally need to analyze the performance of all your content to optimize your strategy.
Here is a simple and comprehensive way to do it:
- Create a spreadsheet in Excel
- Take an inventory of your publications and classify them by theme, format, period, style, etc.
- Compare the performance data collected according to the series established, the formats used, etc. to identify top performers
- Adapt your editorial calendar accordingly
What performance indicators (KPIs) to monitor and how to visualize them?
To facilitate your decision-making regarding the adaptations/optimizations to make to your content strategy, we recommend that you select key performance indicators and centralize them in a visualization tool such as Google Data Studio.