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Organic social seems like a risk...
and other Tuesday musings
Jacob Shipley
October 08, 2024
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Organic social seems like a risk…
Speaking of relatable…
Stuff I’m digging…
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Organic social seems like a risk…
I just posted this on LinkedIn:
"idk... organic social seems like a risk. there's no guarantee of a positive ROI."
There's also no guarantee:
- Your car will start
- The sun will come up
- I won't become president
- Bigfoot won't ruin your camping trip
- Any of your other marketing channels will work
Everything is a risk.
Take smart ones.
I used this image.
But the post kind of flopped.
I should have used this image:
As much as I think my post is relatable, it’s not super practical.
So… I asked the crew in the Social Studies Pro community how they would respond if their boss or client said, “idk... organic social seems like a risk. there's no guarantee of a positive ROI.”
Here are their (much more practical) answers:
I'd argue that positive ROI doesn't always mean $$. Most of the brands I work with have an average buyer's journey of two years (they're b2bs in education that rely heavily on grant funding for their clients). working socials for them looks absolutely pointless on paper sometimes (as far as dollars go). But, brand awareness for them is priceless because the goal isn't to make money from socials, but to be at the top of buyers' minds when they're finally ready to make that purchase. So I'd say that it's riskier to not invest in organic marketing. without it, your brand is entirely forgettable.
Just because you can't quantify an ROI doesn't mean one isn't there. Organic does so much for your top-of-funnel advertising - the awareness piece alone is huge. I would look at some metrics like reach and impressions, you can also check out where your audience is coming from. Maybe you're reaching a new market that you weren't before or your content is engaging with people who weren't in your original demographic. There is so much to be learned from your organic presence that you might not know otherwise!
Here as another (less practical, but very relatable answer):
“Here’s my two weeks notice.”
Speaking of relatable…
social media managers after the 57-step approval process:
Stuff I’m digging:
Full Focus Newsletter (Weekly insights for high achievers by Megan Hyatt Miller)*
Vista Social (My favorite social media management platform. Features per dollar is unmatched.)*
Ideogram.ai (This has been my go-to for AI generated images. It made the billboard image and the bigfoot image up above.)
Memlord.tech (Jason Levin’s new project. It’s a way to see what’s trending and quickly crank out some memes. I used it for all the memes above. WARNING: Be smart. Don’t get sued. Some meme templates are NSFW, proceed with caution.)
Parrot App (AI voice generator) Use case/Example here.
The Koerner Office (My friend Chris puts out incredible content on business and entreprenurship.)
As always…
Thanks so much for letting me hang out in your inbox.
I hope these posts are helpful (or at the very least, entertaining.)
-Jacob