18 Sep 3 Benefits of Understanding Paid Social Media as a Community Manager
There’s no doubt that your community manager knows your social audience best. After all, they are in the community, engaging with your fans daily. They know what content resonates, what your fans will and will not engage with, and common questions that arise. Social media platforms are constantly changing, and as a community manager, it’s critical to stay on top of the changes. Did you know your brand can promote influencer posts as ads on Facebook now? See what I mean?
Community managers also have a depth of knowledge on paid and here are some of the benefits for your organization.
Familiarity with ever-changing ad unit types. Community managers know the goals of their community and by knowing the variety in ad unit types, they can determine the best way to reach the business goal. For example, if your brand needs to drive in-store traffic, a store traffic ad may be the best approach. (See example from our Orchard Supply Hardware client below). Or maybe the business goal is to drive product purchase. In that case, shoppable posts on Facebook or Instagram may be the best way to accomplish that.
Community-first content. This type of content is created with the community in mind. Know what your fans care about. Taking into account the “what’s in it for me?” factor, community managers can create content that will resonate with your audience. See example below from our Go Red For Women client. Often the best performing boosted content starts with an understanding of the social platform and its respective community.
Organic and paid social media leverage each other. By integrating organic and paid social media, your brand can boost content that would already do well organically. Here at Ignite, we call that Organish™. By combining the natural, real, and relevant organic content with efficient paid efforts, the result will be social media that moves the needle for your brand.
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