Paid social media is a fraud magnet. Less so with organic social. Ask yourself whether the benefits of paid are worth the money you're burning and the reduced dwell times on your website.

When it comes to resolving conflicting views within the team, I like to approach it like a brainstorming session. We sit down and lay out the pros and cons of each strategy, considering our budget and goals. It helps to have some clear metrics and data to back up our decisions. For instance, if our organic posts are performing well but need a push to reach a broader audience, that’s where paid ads can step in. It’s all about finding that sweet spot where both approaches complement each other rather than compete.

⚖️ Stuck between organic and paid social tactics? Here’s how to find the right balance: Assess goals: if you're focused on long-term engagement, organic works best, while paid strategies boost immediate reach 📈. Test and learn: Run A/B tests to see which approach delivers better results based on your KPIs 🧪. Combine efforts: Use organic to build trust and community, while paid campaigns drive targeted growth 💸. Example: A brand used organic content to engage its audience, while paid ads boosted conversions during a product launch 🚀.

There's a question you need to ask: What are our marketing goals? The answer will determine what strategy you should follow. - Are we aiming for brand awareness, engagement, and building a community? Organic growth is our best tactic. - Do we need lead generation and conversions, quickly? Paid campaigns, if done right, will most probably get the job done. For the best of both worlds, I'd recommend developing a balanced strategy that involves both organic and paid tactics. You can maintain your brand presence and build a long-term relationship with your audience, while achieving impactful results.

I'd start by gathering comprehensive performance data for both organic and paid efforts. This includes metrics like reach, engagement rates, conversion rates, and ROI. In a previous role, presenting hard data on our organic content's declining reach vs. paid ads' consistent performance helped shift the team's perspective.

When my team has conflicting views on paid and organic social media tactics, I like to show them examples of how organic strategies help build long-term growth and lasting engagement, while paid tactics can drive quick, short-term results. Organic methods are great for creating sustainable relationships with our audience, but paid tactics can be useful for immediate visibility. I emphasize that the two can complement each other, depending on our goals at the time.

There's no need to have conflicting views as organic and paid complement each other perfectly. Organic social allows you to measure the true sentiment of your follower base since you're not using the budget to artificially grow its performance. I always start with organic to test the waters, then move on to paid to sponsor what's working best in organic. Of course, sometimes there's no time for such tests, so I jump straight into paid if I'm running a brand awareness campaign that requires maximum reach, especially when it comes to time-sensitive content, such as a webinar, company news or limited-time offer.

Based on the product you are trying to sell, and whether it is a B2B/B2C product, the approach you take usually tends to be different. Most B2B products do not rely on paid advertising, and try to inform people of their existence through organic approaches. Most B2C products, on the other hand, rely heavily on paid advertising. The best strategy always depends on your particular goals and resources, but the nice thing is that you can iterate really quickly. You can start with one form promotion and gradually work your way into the other one, and see what feels better.

Commence par revoir les objectifs de l'équipe pour déterminer si la priorité est la notoriété à long terme (organique) ou des résultats rapides (payant). Propose une stratégie hybride combinant contenu organique pour la confiance et publicités payantes pour atteindre de nouvelles audiences. Teste chaque approche, analyse les performances et ajuste en fonction des résultats. Organise des formations pour aligner l'équipe sur cette stratégie mixte. Enfin, élabore un plan clair pour que chacun sache son rôle dans cette nouvelle approche.