4 Questions on Social Media Strategy Answered.
As a digital marketing consultant and trainer, I often get a wide range of questions during my training sessions. Recently, during a session focused on building a robust social media strategy, I was asked several great questions that I think many others may have as well. So, I’ve taken the opportunity to address them here.
1. What does “organic result” mean?
In social media and search engine terms, “organic” refers to unpaid results—essentially, the exposure and engagement your content gets without any paid promotion. When you post on platforms like Facebook, Instagram, or LinkedIn and your followers engage with that post through likes, comments, shares, or clicks, this is considered organic reach. Growing your organic presence takes time and consistency, but it’s vital for building a loyal and authentic community around your brand.
2. What do “impressions” mean on social media?
Impressions measure the number of times your content is displayed on someone’s screen. However, it’s important to understand that an impression doesn’t necessarily mean engagement or interaction. For instance, if someone scrolls past your post without stopping, it still counts as an impression. While impressions are a valuable metric for gauging brand visibility, combining them with engagement metrics (like comments, shares, and clicks) will give you a clearer idea of how your content is performing.
3. How can you schedule posts on social media?
Scheduling posts is a time-saving practice that allows you to plan and distribute content consistently. Most social media platforms offer built-in scheduling tools, such as Facebook/Instagram Meta Business Suite or LinkedIn’s native scheduling feature. You can also use third-party tools like Hootsuite, Buffer, or Later, which let you manage multiple platforms from one dashboard. Scheduling helps you maintain a steady presence, which is crucial for staying top of mind with your audience.
4. How should I handle bad comments on my company’s social media posts?
Negative comments can be daunting, especially if you are new to social media management. My advice is to handle them professionally and thoughtfully. Respond promptly, acknowledge the concern, and offer a solution or a way to continue the conversation privately. Avoid getting defensive—public disputes rarely reflect well on any brand. If the comment is abusive or violates community guidelines, most platforms give you options to hide or report it. Remember, handling negative feedback gracefully can actually turn a bad situation into an opportunity to show excellent customer service.
Social media can feel overwhelming at times, but with the right strategies and tools in place, you can navigate the landscape confidently and achieve positive results for your business.