Organic Is Dead: 3 Things You Need To Run A Successful Paid Social Program

Maya Hutchinson, a new Digital Strategist working under Mike Moschella at DKC, attended PR News Big 4 Social Media Summit in San Francisco with industry leaders from both the public and private sector.  Maya left the conference with one major takeaway: organic social is dead. No matter how small you are, you need a budget to run a successful social media program. Below she outlines the top elements to run a paid social program. 

Top 3 things you need to run a paid program:

Audience targeting:

  • Who are you talking to?

Knowing your audience is key to building a successful campaign. Start with your existing social and email data.  Be able to define your audience.  Who are your social influencers? Where does your audience live? What news outlets do they read? What brands do they buy? By knowing this information you will be able to provide the most relevant and meaningful content to the people who engage with your brand or organization.

  • Where are you reaching them?

Know where to meet you audience online. This will allow you to  select the right platform to reach the right segment of your audience. For example, if you’re promoting thought leadership on marketing technology, you’ll probably want to define your target audience on Linkedin where you are more likely to reach marketing professionals.

Relevant messaging:

  • What are you saying?

Once you know who you’re talking to and where they are, you need to craft a meaningful message that resonates with each target segment.  Relevant and meaningful content will not only increase the success of the campaign, but also deepen the relationship between your organization and your audience.

Tracking and reporting

  • Where are your numbers?

Now that you have your audience and message defined, you want to make sure you track and report on campaign performance. This is not only how you will optimize your spend and maximize your ROI, but also what you will use to justify expanding paid social programs to your leadership team.


Written by: Maya Hutchinson