Organic Social: V.A.L.U.E. Model
To be truly effective in these current times means plotting out and reshaping what successful content means to your brand—and more importantly, your audience. With success coming in every shape and form on social, we as marketers need to rethink not only what success is but how we get there. Motion’s unique approach can be summed up in one word: VALUE.
In other words: What does your weekly cadence look like across your enterprise channels? Try dialing back to focus bigger bets on fewer pieces of content. Adapting a new frequency and cadence model that focuses primarily on deploying content to your enterprise channels at critical engagement times will not only yield stronger (and better) organic reach, you’ll start to gain better insights into the channel algorithm.
Have you given your target audience something to do after or while they’re consuming your content? Posts, videos and images published to brand channels need to be actionable now more than ever. Where are your posts directing your users? What’s the desired action you want User A to take? Is it the same as User B? What about User C?
Social marches to the beat of its own drum, fueled and filled with content that’s up-to-date and relevant. The newsfeed of your target audience is no different. What’s the linkable element to your prospecting audience vs your retargeting audience? Is it the same? Linking content makes what you’re publishing timely, topical and more likely to garner intended engagements.
The world (and your followers) understand the new norm has caused a slightly less polished experience on social, and really in all production value—and that’s OK. To post what matters, and create what will resonate, it’s about sincere, authentic messaging over big budgets and high-production pieces.
If your content is rooted in broadcasting an audience-first message, odds are you can tailor that content to be a heart-felt experience. Social users are tinkering on a fine line between using social as virtual connective tissue to keep relationships in tact while avoiding platform fatigue.
Download the entire breakout of Motion’s proprietary V.A.L.U.E. model to best understand organic social success as it relates to your audience.