Gettin’ digital wit it

If I talked about paid posts, dark posts, ad buys, organic social posts or KPIs; would you know what I meant? Almost all of us are active on social media but (unless you’re in the industry) not many people know what a sponsored post is – even though we all see them.

Let’s start with the basics.

Community management:

You know when you go on your favourite brand’s Instagram, Facebook or Twitter accounts and comment or ask a question?

Community management is what the people monitoring those pages do daily, by answering questions and addressing issues. By seeing how they engage you can learn a lot in terms of how to communicate on social media platforms and shaping a brand voice.

Organic posts:

Any time you personally upload to a social media platform, that’s an organic post. To boost a post means you’re putting money behind an Instagram/Facebook or Twitter post that you want to perform well by reaching a wider audience.

There are many ways to measure success, whether your client’s goal is to drive people to a page, reach a certain number of people, encourage video views or click-throughs.

And, this is all done on the back end when you set up a paid post including demographic targeting (e.g. if you want to reach men and women 18-25 who live in Canada and are interested in recipes and cooking, you can!).

Dark posts:

These are posts that do not live on your page but are built out on Facebook’s Ads Manager. You can also build ads out yourself, and these are done through Facebook’s Adverts Manager where you can put specific details around who you want your ad to reach.

Facebook will keep you updated as your campaign runs on how much has been spent to-date (taken from the original budget you specified) and how your post is performing.

Nathalie Khouri is a Digital Strategist at ruckus Digital. Need help with your social media content? Drop us a line.

Featured image from @William Iven