How to elevate social media strategy by integrating organic and paid efforts
Abstract
In an ever-evolving global business landscape, companies need a way not only to drive brand and expert awareness but also to connect directly with the marketplace. Social media channels have become a key part of the go-to-market strategy, generating demand through the provision of daily education and engagement. Unfortunately, however, the main elements of this engine are often separated into silos. This paper shows that by keeping organic and paid social media content in alignment, companies can build larger audiences, boost engagement and awareness, and maximise return on advertising spend. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
The full article is available to subscribers to the journal.
Author's Biography
Ryan Mitchell has over 12 years of business-to-business and business-to-consumer social media marketing experience and leads the world-class social media programme at Vertex that drives demand-generation, user engagement and education, brand awareness and interactive thought leadership. His primary focus is on developing the programme’s social media following by engaging with customers, prospects and members of target business personas. Ryan utilises real-time data, custom reports and other social media tools to understand audience needs and create interactive, high-impact content that drives education and engagement.
