How to elevate social media strategy by integrating organic and paid efforts

Ryan Mitchell
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Ryan Mitchell: Vertex, Inc., USA

Journal of Digital & Social Media Marketing, 2025, vol. 13, issue 1, 49-58

Abstract: In an ever-evolving global business landscape, companies need a way not only to drive brand and expert awareness but also to connect directly with the marketplace. Social media channels have become a key part of the go-to-market strategy, generating demand through the provision of daily education and engagement. Unfortunately, however, the main elements of this engine are often separated into silos. This paper shows that by keeping organic and paid social media content in alignment, companies can build larger audiences, boost engagement and awareness, and maximise return on advertising spend. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: social media; organic content; social media advertising; top of funnel; middle of funnel; bottom of funnel; full funnel marketing; social media marketing; digital marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2025:v:13:i:1:p:49-58

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