Also known as: Organic versus paid, Organic and paid social
Organic social media is content shared without an ad budget; paid social is promoted content backed by an ad budget. Each serves different goals and metrics.
Organic works for brand-building and community. Paid works for scale: reaching a specific audience you can't reach organically. For agencies it's strategic to offer both — some clients do organic only, others combine both with 30-70% paid spend.
Client X has a €1,000 organic budget (agency hours) and a €1,500 paid budget. Organic posts build trust with existing followers; paid campaigns bring in new leads. Each is measured on separate KPIs: organic on engagement, paid on CPL.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
A percentage showing how much interaction (likes, comments, shares, saves) a post receives relative to its reach or follower count — a key KPI for the health of a social media account.
The strategic and operational management of all of a brand's social media channels — including content creation, planning, publishing, community management, advertising, and performance measurement.
Publishing the same content to multiple social media platforms at once — for example, pushing a single post to Instagram, Facebook, and LinkedIn simultaneously — to expand reach without extra work.
Automatically publishing social media posts at preset dates and times — without anyone needing to step in at the moment of publication.
A central interface where all messages from every social media platform (DMs, comments, mentions, reviews) come together — so an agency no longer has to switch between separate apps to respond.
A percentage showing how much interaction (likes, comments, shares, saves) a post receives relative to its reach or follower count — a key KPI for the health of a social media account.
Continuously tracking when and how a brand name is mentioned online — on social media, in blogs, on forums, or in reviews — so the brand can respond or spot trends.
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